Mowi’s value chain

At Mowi, we believe the right way to supply a growing world population with healthy, nutritious, protein-rich products is by sustainably farming the ocean. Our vision is “Leading the Blue Revolution”, and our ambition is to be a world-leading, integrated producer of seafood proteins.

We care for every aspect of our salmon and are the only salmon producer with complete control over our value chain, from breeding through to the final product. Having an integrated value chain allows us to take the lead in all key areas, control our products from roe to plate, and be more proactive in addressing challenges.

By controlling everything, we can provide precisely what is needed at every stage of the value chain. It gives clear provenance to everything we do and gives our customers transparency and certainty. It makes us more flexible and responsive, and able to answer customers’ requests and address any concerns quickly and effectively. But, most importantly, it creates trust in what we do and how we do it. We hire the best in the industry to ensure expertise at each stage of our value chain, and we gather and exchange data, experiences, and practices from our global operations, which provide us with opportunities difficult to match or copy.

Our unique breed

We have worked with the same salmon strain since Mowi’s beginnings in 1964, and we work hard to protect and develop our unique breed. We have our own breeding and genetics department, and our strategy is to produce our own eggs to secure the selection of the best genetic properties. We hold our own brood stock and invest significant efforts and resources to improve the performance, disease resistance, welfare and quality of the fish.

Full traceability

Customers appreciate the transparency of our supply chain and get complete insight into how Mowi operates. Consumers can trace the products on their plate back through the entire chain and see how we care for our salmon.

Our farmers’ focus is on the welfare of our fish. We hire the best vets, geneticists, researchers, and farmers, who share their knowledge and expertise in caring for fish through our global training initiatives.

We produce our own feed to meet the nutritional needs of our fish at every life stage. The flexibility of our feed division enables us to respond to customer trends that would not be possible with external feed suppliers.

Driving efficiency

From feed to fork, we drive efficiency through our supply chain. Our logistics require precise planning, perfect timing, and seamless coordination. Thanks to our dedicated supply chain teams, we deliver salmon at its freshest, wherever our customers are in the world.

From our sea farms to global markets, the journey never stops. It is only complete when our salmon reaches people – whether in a restaurant, on the street, or at home.

We have 41 primary and secondary processing facilities across 19 countries, which allows us to adapt and evolve to meet customer demand. Having this level of control over our value chain is a deliberate decision by Mowi. It helps us stabilise costs, control product quality, and improve efficiency.

Sustainability

Our value chain control lets us set ambitious sustainability targets and make a positive impact on our planet. Practically, this includes sourcing sustainable feed ingredients, reducing greenhouse gas emissions, sourcing more of our electricity from renewable sources, and reviewing our plastic use at every stage of the business. This is all underpinned by investment in robust research and development by teams across the entire Mowi value chain, who continually explore how we can innovate and become more sustainable moving forward.

A common goal

At every stage of the value chain, we all work towards one shared aim. To provide a growing world population with delicious, healthy and nutritious food from the ocean, in a way that respects our planet and allows local communities to flourish. A product everyone at Mowi is proud of, every day.