MARINE Harvest has said it plans to move faster than its competitors following the launch of its Mowi brand, which will also become the company’s new name. Shareholders will be asked to approve the plan next week.
In his latest monthly newsletter, Ben Hadfield, managing director of Marine Harvest Scotland, pledged ‘significant investment over the next two years with the aim of creating a truly global salmon brand – from feed to fork’.
Describing it as a new chapter in the Marine Harvest story, he writes: ‘It is a truly exciting time.’
Hadfield also makes it clear that the company plans to move at speed. ‘We want to move faster; faster than our competitors and faster than the food industry, which is a very ambitious target.
‘To achieve this, we must leverage our competitive advantages across the whole value chain, starting with the consumer.
‘This need for sustainability and desire for quality means that consumers are willing to pay more – this is where our new global brand, Mowi, comes into play.
‘From the omega symbol in the Mowi logo to clean, simple and functional packaging, the new Mowi brand represents a global brand which will satisfy the needs of today’s consumers.
‘I look forward to the launch of the Mowi brand into selected European markets in the first half of 2019.’
Mowi products will be available as Mowi Pure, a collection of smoked salmon cuts; Mowi Signature, consisting of added value and food-to-go products; and Mowi Supreme, a selection of high-end salmon products.
Hadfield said that having grown into a company that integrates salmon breeding, feed, farming, processing and sales, these new products were an exciting next step Marine Harvest in the retail sector.
‘We hope the Mowi line of branded products will bring new appeal for consumers, while we continue to supply to own label businesses.’
Picture: Marine Harvest Scotland managing director Ben Hadfield