Marine Harvest’s Brattholmen salmon farm in Norway.
Salmon farming company Marine Harvest has announced plans to change its name to Mowi, as the company was originally called.
The proposed name change is subject to shareholders’ approval, and the firm has summoned an extraordinary general assembly to resolve the name change with effect from 1 January 2019.
The company will launch the Mowi brand into selected markets. The branded product line – which has yet to be announced – will aim to provide customers added value in taste, convenience, nutrition and traceability.
Marine Harvest CEO Alf-Helge Aarskog said: “I am really excited that we are now taking the company to the next level. Through implementing our Mowi branding strategy, we can communicate our integrated value chain from feed to the consumer’s plate. We are looking forward to announcing our new Mowi product line in the coming months.”
He added: “Mowi is an inspirational name that recalls our pioneering spirit that has developed over the past 50 years.
“Since the first salmon was farmed in 1964, we have grown into a global fully integrated company, including breeding, feed, farming, processing and sales. Throughout the past 50 years, we have always remained true to our core value – the care we have for our people, our fish, our customers and the environment.”
Norway-headquartered Marine Harvest is the world’s largest producer of farmed salmon and has a presence in 24 countries with 13,650 employees.
Last month, the company signed an agreement with Alibaba’s fresh food sourcing platform Win-Chain to bring fresh salmon to Chinese consumers.
Both companies said they will combine efforts to create “the most effective supply chain for the distribution of salmon in China”.
© FoodBev Media Ltd 2019