Ma­rine Har­vest pledges bright fu­ture for Scot­land

Fish Farmer - - News United Kingdom -

MA­RINE Har­vest’s CEO Alf-Helge Aarskog said that Scot­land had a bright fu­ture as he an­nounced a mas­sive re­brand­ing ex­er­cise and name change for the com­pany last month.

The world’s big­gest salmon famer took the in­dus­try by sur­prise when it re­vealed it would be called Mowi from the New Year, sub­ject to share­holder ap­proval, which was granted on De­cem­ber 4.

Aarskog made the an­nounce­ment at a meet­ing in Ed­in­burgh on Novem­ber 13, and said the com­pany was in­vest­ing £35 mil­lion in the trans­for­ma­tion.

In an in­ter­view with BBC Ra­dio Scot­land, he said the com­pany in Scot­land had a ‘re­ally bright’ fu­ture and would ‘ab­so­lutely not’ be mov­ing any of its op­er­a­tions – pro­duc­tion or ad­min­is­tra­tion – to Ire­land be­cause of Brexit.

And he added that the Scot­tish arm of the busi­ness, which em­ploys more than 1,200 peo­ple, was grow­ing.

‘We are just now build­ing Kyleakin on the west coast of Scot­land, a huge feed op­er­a­tion, and we have built a pro­cess­ing plant in Rosyth, just out of Ed­in­burgh, so we’re ac­tu­ally grow­ing in Scot­land,’ Aarskog said.

The Scot­tish base at Rosyth sup­plies three large UK re­tail­ers, Sains­bury’s, Aldi and Lidl.

He also dis­missed fears of trad­ing prob­lems post-Brexit, say­ing: ‘I be­lieve there will be good trade re­la­tions within the UK and big pos­si­bil­i­ties, and I also think that trade con­flicts will be solved.

‘We op­er­ate in 24 dif­fer­ent coun­tries. We are within the EU and pro­duce fin­ished prod­ucts in a lot of EU coun­tries.’

And, ad­dress­ing pos­si­ble changes to the reg­u­la­tory regime in Scot­land, he told the Good Morn­ing Scot­land pro­gramme that salmon farm reg­u­la­tions should be science based.

‘I think the im­por­tant thing in re­gards to reg­u­la­tion is that they’re built on science and sus­tain­abil­ity.We are in this for the long run

so it has to be smart, good reg­u­la­tions built on science and that’s the key point.’

Ear­lier, in Nor­way, Aarskog re­vealed that the first Mowi premium brand salmon should be on the mar­ket early in the New Year, and would be the first global salmon brand.

‘The new name is build­ing on our his­tory.

‘It is a short and catchy name which we be­lieve will work all over the world.’

How­ever, he did con­cede that it might be dif­fi­cult to pro­nounce Mowi, which sounds a bit like ‘movie’.

Ma­rine Har­vest plans to launch the brand in Europe in 2019, and then North Amer­ica and Asia in 2020.

Mowi prod­ucts will be avail­able as Mowi Pure, a col­lec­tion of smoked salmon cuts; Mowi Sig­na­ture, con­sist­ing of added value and food-to-go prod­ucts; and Mowi Supreme, a se­lec­tion of high-end salmon prod­ucts.

The name is tak­ing Ma­rine Har­vest back to its Nor­we­gian roots.

The com­pany was founded by the Mow­inckel fam­ily in 1964 and traded as Mowi be­fore be­ing bought by Norsk Hy­dro.

It be­came Ma­rine Har­vest in 1999 and is now the world’s largest salmon farm­ing busi­ness, em­ploy­ing more than 13,000 peo­ple world­wide, with pro­duc­tion fa­cil­i­ties in Nor­way, Chile, Scot­land, Ire­land, Canada and Ice­land.

The com­pany, which said it had been work­ing on a new name for the past two years, re­vealed that the goal is to have a €1 bil­lion turnover by 2025.

The man who will lead the brand change is Ger­man born An­dreas Johler, who has worked as a brand spe­cial­ist for both Unilever (the orig­i­nal owner of Ma­rine Har­vest) and Coca Cola.

Above: Ma­rine Har­vest CEO Alf-Helge Aarskog in Ed­in­burgh

Newspapers in English

Newspapers from UK

© PressReader. All rights reserved.