Currently, Mowi Salmon is being used by Marine Harvest Japan as commercial brand for retailers offering premium products.

Marine Harvest launches brand strategy and name change

Marine Harvest has launched a global brand called Mowi, and further to this, has decided to change its company name to Mowi, as it was founded more than 50 years ago.

► This is the new logo that will be proposed to the board of directors of Marine Harvest for approval. (Photo: Marine Harvest)

Currently, Mowi Salmon is being used by Marine Harvest Japan as a commercial name for retailers offering products premium under this brand.

Mowi Salmon is the company's most important salmon brand, safely produced by the largest salmon farming company in the wortld, Marine Harvest. The company engages in parent and egg production, bait, landing and processing.

The firm's CEO, Alf-Helge Aarskog, pointed out the initiative implies 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", stressed Aarskog.

The company highlighted that the branded product line - yet to be announced - will provide customers added value in taste, convenience, nutrition and traceability.

"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," said Aarskog.

Mowi Salmon retail store and restaurant that Marine Harvest Japan developed in that market. (Photo: Mowi Salmon Store)

The proposed name change, which will be effective from January 1, 2019, is subject to shareholders' approval.

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Address:	Stortingsgaten 8
City:	Oslo
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Country:	Norway
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