Premium salmon brand Mowi launches organic ranges on Ocado | News


Booming salmon brand Mowi has added its first lines aimed at the growing organic food trend.

Organic Scottish Salmon Fillets (rsp: £6.50/240g) and Organic Scottish Smoked Salmon Slices (rsp: £7/100g) come from fish farmed on the west coast of Scotland.

The animals were raised, using fully traceable organic feed, “to the highest standards before being carefully trimmed and/or smoked and packaged in Fife”, Mowi said.

The two new products rolling out today (February 2) on Ocado, aim to “increase consumer demand for organic food“, the brand added. “In 2021, less than 1% of the market value of fresh salmon was organic, but it has increased three times the market average.”

Mowi was “delighted that Ocado is offering the contemporary premium brand Mowi”, said sales manager James Cowan. “As Scotland’s leading provider of premium organic salmon, we felt compelled to include these delicious products. Like Ocado, we care about sustainability.

The online retailer, meanwhile, was “pleased to offer our customers an even greater selection of organic fish than ever before,” said its head of fish purchasing, Martha Springham. Mowi represented “high animal welfare and responsible agriculture, which aligns perfectly with Ocado’s commitment to sustainability and delivering high quality products to our customers”.

Norwegian seafood supplier Mowi launched its eponymous brand of salmon in UK grocery stores last March. Enjoying a strong start at Sainsbury’s with a lineup of three, he then secured listings with the likes of Tesco and Amazon Fresh.

The premium brand claims to be the only salmon supplier to operate across the entire food chain, including manufacturing its own feed and preparing its fish for supermarkets.

In November, its parent company – formerly known as Marine Harvest – revealed a major drop in sales and profits, driven by higher fish kills and price deflation.

The business suffered a 72.4 per cent drop in operating profit to £26.4 million in the year to 31 December 2020, while revenue fell 11 % to £357.3 million.

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