Mowi Scotland hires social media influencer Sibley

A pro-aquaculture social media influencer has been employed as a content creator for Mowi Scotland.

James Sibley, who has 402,000 followers on TikTok and 16,700 followers on Instagram, will also provide content for trade body Salmon Scotland, he said in a post on LinkedIn.

Sibley, who has a degree in genetic biology, joined Mowi in North America last November as a junior key account manager in its raw materials and trade department.

“I will be starting a new chapter in collaboration with Mowi Scotland and Salmon Scotland as a content creator. For the next year, I will be focusing full-time on creating aquaculture content and media, and I will be relocating from Boston to the Scottish Highlands,” he wrote on LinkedIn.

Dynamic environment

“There, I will immerse myself in one of the world’s most dynamic and robust aquaculture environments. From exploring salmon farming infrastructure and legislation to delving into centuries-old coastal communities and their cutting-edge technologies, and of course the fish behind it all, I aim to showcase the unique aspects of this industry and hopefully, do them justice.

“Mowi Scotland has recognised the growing importance of digital media in the industry, and I will be working closely with their team over the next year. Additionally, with the support of Salmon Scotland and its portfolio of over 50 Scottish aquaculture groups, I will highlight operations beyond Mowi, aiming to build consumer knowledge and confidence across the industry.

“I am thrilled to embark on this journey. I believe that aquaculture communications have not yet reached their full potential in the digital age, and we intend to make significant strides in the next 12 months.”

He added that “with real resources and newfound access to much of Europe, I am confident we will make a significant impact”.

Global outlook

Sibley’s announcement comes the day after Ian Roberts, communications director for Mowi Scotland, Ireland, and Canada, worked his last day for the company after 31 years with the fish farmer.

Roberts is a fan of Sibley, having described him in one comment on LinkedIn as “a great ambassador/educator for all things aquaculture”.

Sibley wrote on LinkedIn that while he will concentrate on the Scottish salmon industry, he will continue showcasing diverse aquaculture operations worldwide. The channels he operates through his one-man business Sibley Media will remain his own “ensuring this collaboration with various industry parties remains distinct”.