Supermarket Perimeter - January 2021 - 51

MOWI , ALEKSANDR MATVEEV - STOCK.ADOBE.COM

SALMON INDUSTRY LEADER MOWI HAS OVER 50 YEARS OF
EXPERIENCE producing and processing farmed Atlantic salmon that's
widely available across North America, said Diana Dumet, marketing
director of Medley, Fla.-based Mowi USA.
Mowi also offers a wide range of salmon products from fresh and
never frozen cuts ready to cook, breaded salmon ﬁllets shipped frozen,
frozen indulgent products like salmon pastries and, in the smoked
seafood range, cold-smoked and hot-smoked products.
And that mix is constantly expanding, Dumet said, to meet everevolving consumer needs.
" From traditional cuts sold over the retailer seafood counters, Mowi
has evolved to offer a wide range of pre-packed salmon offerings, "
she said.
In Mowi's fresh, never frozen product lineup, for instance, the roster
has expanded from traditional cuts to different size cuts, pre-cuts ready
to cook, applied seasonings, BBQ items on a cedar plank and even
salmon cuts with ﬂavored butters.
Mowi has also expanded its frozen line, where salmon is applied to
pastries, dippable bites and appetizers. Other categories have emerged
where salmon is the center of the line, but the Fresh Never Frozen
ready-to-cook cuts continue to have the most signiﬁcant retail space
and expansion opportunities, Dumet said.
Traditional Atlantic Salmon Portions of 4, 5 and 6 ounces are the most
common, but the 30-ounce ﬁllets are also great items, particularly for
families, she added.
" Salmon continues to grow. The more consumers get comfortable
with seafood in general and salmon cooking techniques, salmon will
become more important in meals. "
Even during the pandemic, Mowi has been able to fulﬁll orders to
customers thanks to the capacity of its facilities in North America,
which produce tons of seafood on a weekly basis, Dumet said.
" The freight network and distribution presented challenges, but in
the end, we were able to have a ﬂawless execution from sea to retail, "
she said. " The surge and demand for healthy food grew this year.
Consumers are interested in eating healthier and perhaps exploring
new food alternatives to increase their immune system and wellbeing in
general. "

popular ﬁsh in the world. I'm happy - and
a little surprised - to see that people
are buying it in grocery stores. And
we're optimistic that that will continue
post-pandemic. "
Fish welfare, not just health, is also
more important now, and another reason
retailers are choosing Norwegian salmon,
Øen said.
" We're in the midst of a global
pandemic that's the result of not handling

In fact, Mowi was even able to introduce a new brand during the
pandemic: MOWI, which is being sold online via Amazon.
" Following the launch of MOWI Salmon in the online grocery in
March, the brand has expanded with more variety and everyday price
points, " Dumet said. " The earlier incubation of MOWI in the US market
has targeted online grocery shoppers and will continue through
next year. "
Mowi's MOWI Gourmet line has created a space for premium
quality salmon with cuts that are brand-new for at home-preparation,
Dumet said.
" It's wowed US consumers with the taste, quality and freshness,
normally only found in high-end restaurants but now made accessible
at home. "
And shipping under the MOWI Essential line is a selection of more
traditional cuts and generous sized portions. Sold at more consumerfriendly price points, the line still delivers excellent quality from all three
of Mowi's salmon sources: Canada, Chile and Norway.

Tops in sustainability
Three Norwegian seafood companies have found themselves in the
top 10 of the world's most sustainable protein producers list, with a
Norwegian salmon producer sitting in the top spot.
For the second year in a row, the world's largest salmon producer,
Mowi, reigns at the top of the list of the world's most sustainable protein
producers. In total, three Norwegian seafood companies are ranked
among the top 10.

food properly, " she said. " People are
acutely aware of the connection. "
But it's not enough, she said, to keep
delivering the same messages over
and over.
" If you invite people to something
where you're talking about sustainability,
people fall asleep. You have to have actual
points where you're making a difference,
and one of the things people are looking
for is animal welfare. "

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Supermarket Perimeter - January 2021

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