Skretting China is positioning itself as a key player in the country’s rapidly evolving aquaculture industry. With an expanding footprint and a strong emphasis on tailored feed solutions, the company is leveraging global expertise while deeply integrating into the local market. Jason Yang, general manager of Skretting China, shared insights into the company’s priorities, challenges, and strategies for success.
China’s evolving market
China remains one of the most dynamic and competitive aquaculture markets in the world, not only in terms of scale but also for its pace of development, diversity of species, and rapidly changing customer demands. Seafood is now the second-largest source of animal protein in China after pork, and it’s the fastest-growing category. As the middle class expands, there is a noticeable shift toward the production of modern, high-value aquaculture species, where salmon is especially well-positioned.
At the same time, the industry faces considerable challenges, including overproduction, oversupply, and widespread homogenization across the value chain. “However, there are emerging opportunities at the farming end: consumer demand for seafood continues to grow, especially for premium or diverse products, with increasing attention to flavor, texture, and food safety,” Yang explained.
In response, many domestic feed companies are moving into high-value feed products and integrated solutions, extending their presence from feed production to farming and even into food processing, creating a more complete and vertically integrated value chain.
Business strategy
“At Skretting China, our strategy is focused on differentiation. We aim to select the right species and target the right customer segments, focusing on refined, high-potential markets,” said Yang. “Leveraging our strengths in nutrition, we support customers who are seeking to differentiate themselves by providing tailored, value-adding solutions that create mutual success.”
The company operates under a clear customer-centric philosophy: In China, for China. “We align our global strengths with local needs by bringing world-class resources, technologies, and nutritional expertise into the Chinese market—and then adapting them through localized innovation,” he added.
Skretting China is also shifting from short-term, transactional contracts to longer-term partnerships. “This creates lasting value for customers by offering a broader value proposition, building trust, and ultimately benefiting the entire industry by accelerating innovation and implementation,” Yang said.
The company primarily focuses on cold-water salmonids, such as Atlantic salmon and rainbow trout, as well as shrimp and early life stages of aquatic species. “Recently, there’s been a growing demand for feeds targeting high-value species and early-stage nutrition, as producers seek more specialized solutions,” he noted.
Driving innovation in feed
While adoption of feed innovation in China varies, Yang sees momentum among larger, forward-thinking producers, especially those targeting premium markets or exports. “For example, functional feeds targeting immunity, stress resistance, and gut health have gained traction, particularly in species like trout, shrimp and high-value marine fish,” he said. “However, broader adoption still requires more education, economic validation, and trust, especially among smaller or more traditional farmers,” Yang said.
The company sees this as a long-term journey. “We're working closely with our partners to demonstrate the value of innovation through field trials and technical support, and tailor solutions that fit the realities of the Chinese market, both in terms of performance and cost-effectiveness,” Yang said.
The company also collaborates with institutions and universities like Ocean University of China. “We sponsor scholarships to support young talent and engage in industry-academia research projects. Another example is our joint work with Progift to develop and validate tailored solutions, combining scientific research with commercial application,” Yang explained.
Supporting environmental goals through nutrition
With sustainability a growing priority in Chinese aquaculture, Skretting is helping producers meet regulatory and environmental targets, particularly under China’s “Dual Carbon” policy.
“Skretting brings extensive experience from sustainable systems such as cage farming and RAS into China. Both of them face strict environmental control. We support producers in meeting these requirements through tailored feed solutions and system-wide knowledge transfer, supporting both environmental performance and production efficiency,” Yang said.
Preparing for the future of aquaculture
Despite China’s diverse and challenging market environment, Skretting remains optimistic. “We believe the opportunities in China outweigh the obstacles. For example, consumer demand for premium seafood such as salmon is steadily rising. While shrimp consumption was traditionally concentrated in coastal regions, inland markets are now showing strong growth potential, reflecting a shift in market dynamics,” Yang said. “Skretting offers a wide range of innovative products and solutions for both salmon and shrimp, enabling us to actively support the industry's sustainable development.”
RAS and offshore aquaculture also represent promising areas. "RAS is complex and demands long-term commitment and collaboration with selected partners and knowledge providers. But this also accelerates the segment’s development,” Yang said. “Nordic Aqua Partners has already shown that it’s possible to produce high-quality Atlantic salmon in China, backed by deep expertise in water quality and fish biology.”
Offshore aquaculture is also gradually expanding in China, offering new opportunities alongside new challenges, including harsher farming conditions and stricter sustainability expectations.
“At Skretting, we are well-prepared for this shift. Our deep expertise in nutrition and feed performance under diverse farming environments, including offshore systems, allows us to support producers with innovative, tailored solutions that enhance both fish robustness and end-product quality,” Yang said.
Looking ahead, Skretting China plans to strengthen its offerings in high-value species and functional feeds, accelerate digital and precision feeding, and drive local innovation through the launch of new products.
“We see tremendous long-term potential in the Chinese market,” Yang concluded. “We are deeply committed to building partnerships across the value chain and playing a leading role in upgrading the aquaculture industry, through innovation, sustainability, and shared growth.”
