NORWEGIAN salmon producer Cermaq is investing in its communication strategy to focus more on consumer demand for healthy food.
The company said it expects the seafood sector to grow significantly in North America as customers adopt healthier diets.
It is therefore committed to forging stronger partnerships with processors and retailers to change the emphasis ‘from price and supply to growing consumption and sustainable farming practices’.
‘Our strategy is to work closer with our customers from now on to contribute and share in their success,’ said Cermaq CEO Geir Molvik (pictured). ‘We are investing in our communication strategy as a way to meet their needs.
‘The industry has underestimated this greatly, including Cermaq. We are proud to present our product honestly and without filter.
‘Cermaq has until now acted like we had very little to say or promote. This will change.’
Cermaq was recently named the ‘most transparent seafood company in the world’ by Seafood intelligence.
However, the company said a transparent supply chain is not just about technical facts, but also about ‘being able to tell how we do what we do in a clear and simple professional way so that those who do not know the industry will have a much greater understanding of it’.
‘There is an increasing demand from consumers who focus on health, who want to know where food comes from and how it has been produced,’ said Molvik.
‘If the seafood industry is to take part in the expected growth, this issue needs to be addressed, and we will work through proactive partnerships as a way to help customers develop their business.’
Cermaq has operations in Norway, Chile and Canada, and is a fully owned subsidiary of Mitsubishi Corporation with its head office in Oslo.