A new name to reflect aquaculture pioneers

Aquaculture giant Marine Harvest changes name to MOWI and plans global rebranding exercise

Marine Harvest, the world’s leading seafood company is changing its company name to MOWI to reflect aquaculture pioneers who founded the company more than 50 years ago.

The company also plans to 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 company said in a statement.

The Marine Harvest group has a presence in 24 countries and a total of 13, 650 employees worldwide. The company is headquartered in Bergen, Norway, and is listed on the Oslo Stock Exchange.

Marine Harvest Canada, which holds 55 licensed ocean salmon farms in British Columbia with about 30 operating at any one time, raises about 45,000 tonnes of sustainable Atlantic salmon each year. The company’s operations constitute the biggest part of British Columbia’s 1.5 billion dollar aquaculture industry that results in over 6, 600 jobs.

“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. (pictured)

“MOWI is an inspirational name that recalls our pioneering spirit that has developed over the past 50 years,” says Aarskog.

“Since the first salmon was farmed in 1964, we have grown into a global fully integrated company, including breeding, feed, farming, processing and sales. Throughout the past 50 years, we have always remained true to our core value – the care we have for our people, our fish, our customers and the environment.”

“Our new name signifies more than a new identity. It underpins a broader, stronger and more diversified business that enables us to accelerate our plans for growth by seeking opportunities across the entire value chain,” said Chris Read, communications manager for Marine Harvest Canada.

“In doing so, we work to reinforce our ability to continue to deliver long-term, sustainable results for our investors and partners,” he said.

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.

Related Links:

Aquaculture a key theme at Blue Economy summit

Q&A with Dr. Diane Morrison of Marine Harvest Canada

Investing in the future of aquaculture in B.C.