Cermaq sells Arctic salmon’s slow-grown qualities
Japanese-owned salmon farmer Cermaq is attempting to differentiate its Norwegian product in the market by giving it a new brand name, “True Arctic Salmon”.
Cermaq points out that farming in Norway takes place north of the Arctic Circle, where the water is cold and the salmon takes three or four months longer to reach harvest size, resulting in specific product qualities.
In a press release, the company claimed: “As consumers increasingly pay more attention to the origin of the food, the Arctic effect represents market value.”
Useful tool
“The brand platform True Arctic Salmon is a foundation for our close cooperation with our customers to support their success in their communications and marketing,” said Cermaq’s global sales and marketing director, Arild Åkre.
“We focus on successful category growth for our customers and believe this will be a useful tool for our customers. This is part of our strategy of being a leading customer-oriented B2B company.”
The brand is being launched at Seafood Expo North America, currently taking place in Boston, and has its own website, True Arctic Salmon. The launch will continue at the Brussels Expo in May.
On the product website, Cermaq claims the slower growth in the colder water produces a stronger and healthier salmon with premium taste and perfect texture and colour, and points to a 6% increase in the measurable condition (K-factor) of the fish.
“The Arctic has its own identity, with magnificent nature, tough conditions, and cold and pure water. Here we produce salmon with Arctic effect that has specific product qualities. These are some of the elements in the origin of True Arctic Salmon, and what conscious consumers care about,” said Aakre.
Cermaq, a wholly-owned subsidiary of Mitsubishi, farms salmon in Norway, Chile and British Columbia, Canada.
