Kames offers MòR to restaurants

Scottish steelhead trout producer Kames Fish Farming has launched a new brand - MòR Atlantic Trout – sourced from broodstock and aimed at the food service sector.

The family-owned company said the intention is to connect restaurant diners to what they are eating, celebrating the uniqueness of the fish and the provenance behind it.

Explaining the choice of brand name, Kames said Mòr is Scots Gaelic for big or great, “as that’s what these fish are, really big, superior trout from Kames’ own broodstock programme, naturally selected to thrive in local Scottish waters”.

The word “Atlantic” has been chosen “to really emphasise how powerful and important these waters are; with a huge volume of water racing through the Inner Hebrides each day, bringing strong currents and making the fish athletic and clean tasting, a far cry from the muddy taste that has sometimes been associated with trout”.

“We have our fish on the menu in so many amazing places but find that it’s often mis-labelled or mis-represented,” said Cate Cannon, who is fronting the brand with husband Andrew, managing director of Kames and son of founder and chairman Stuart Cannon.

“Consumers these days want visibility and trust around what they are eating, and we are so proud of the quality of these fish and the sustainable way that we are growing them, on a small scale and working closely with our communities, that we feel the customer deserves to know that and our trout deserves that recognition.”

Andrew Cannon said: “Kames has pioneered and championed steelhead trout with absolute passion since 1972. But it’s slipped under the radar with the rise of the salmon industry, and now, with such scrutiny on aquaculture in the press, we feel like the time couldn’t be better to enable a dialogue with the people using it, the chefs and ultimately, the end consumer.”

Kames, based at Kilmelford, Loch Melfort, stressed that the MòR brand will continue to work with the company’s wholesalers and distribution network.