Just over five years ago, Mowi launched the “Mowi” brand in the U.S. after changing its name from Marine Harvest effective 1 January 2019.
The name harkened back to its roots, as the company was originally founded as Mowi more than five decades before the name change. The company later launched its Mowi brand in the U.S. on 20 March 2020 as part of a push to de-commoditize salmon in the global market and develop stronger brand recognition.
Five years later, at the 2025 Seafood Expo North America (SENA) – which ran from 16 to 18 March on Boston, Massachusetts, U.S.A. – Mowi Senior Director of Marketing Diana Dumet told SeafoodSource it has been achieving those initial goals despite the unforeseen external challenges that developed along the way.
Dumet said the push for Mowi to have a stronger value proposition with all of its salmon has been working, as consumers are recognizing its products outside of just “salmon” and are seeking it out specifically. She said across multiple different KPIs and product reviews Mowi salmon is specifically called out and recognized for quality.
Currently, the company is selling roughly 32 SKUs across 27 U.S. states, and at SENA, the company was exhibiting several product lines including its Mowi Atlantic Salmon Fresh, Never Frozen; Mowi Atlantic Salmon Smoked; Mowi Atlantic Salmon Coated Breaded; and Mowi Atlantic Salmon Frozen in a Box.
The company also showcased the “Fjord burger,” a salmon burger product that Dumet said will be launching in a few months.
According to Dumet, Mowi’s skinpack products were among the first that were sold in the U.S., and it maintains multiple facilities capable of processing salmon into skinpack packaging for retail sale. Those facilities allow it to cover multiple regions with fresh product, she said.
Dumet said one of the goals for Mowi’s brand is to ...
