Mowi is strongly rooted in the history of the company; the company was originally founded as Mowi by Norwegian aquaculture pioneers more than 50 years ago.
“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,” said Alf-Helge Aarskog, CEO of Marine Harvest.
An important part of producing its high-grade salmon is the feed, according to Aarskog. The “MOWI recipe” feed is high in Omega-3 and produced in Norway; it will be made at the company’s new fish feed plant in Scotland, which will also produce feed for organic salmon and juvenile fish.
"The feed sector has never looked to the consumer, or the quality of the end product, when producing feed; or, it has only really been in the very back of their minds," said Aarskog. "Our business, with feed integrated into the full chain and focused on the consumer, it's all for the end product."
The company will launch the MOWI brand into selected markets. The branded product line – yet to be announced – will provide customers added value in taste, convenience, nutrition and traceability.
The proposed name change is subject to shareholders’ approval, and the company has summoned an Extraordinary General Assembly to resolve the name change with effect from 1 January 2019.