MOWI launch in Poland ‘huge suc­cess’

Fish Farmer - - Brussels – Seafood Expo Global 2019 -

THE world’s big­gest salmon farmer was in its usual po­si­tion in Hall 5 of the Brussels seafood expo, but the stand looked dif­fer­ent this year, with the name ‘Marine Har­vest’ re­placed by ‘Mowi’.

Mowi’s new brand­ing ex­er­cise had been a ‘great suc­cess’ so far, ac­cord­ing to Ola Helge Hjet­land, group com­mu­ni­ca­tions direc­tor.

The first MOWI own label pre­mium prod­ucts are on sale in more than 300 stores in Poland, and the change of name, from Marine Har­vest, last au­tumn has been well re­ceived.

The de­ci­sion to launch the MOWI brand in Poland was partly based on the com­pany’s ex­ist­ing in­fra­struc­ture in the coun­try, where it has size­able pro­cess­ing op­er­a­tions.

The spe­cial MOWI Pure range of cold smoked and fresh por­tions is sourced from se­lected farms in Nor­way, with se­lected breeds, and se­lected feed.

The brand was launched first in the food ser­vice mar­ket and lthen the con­sumer brand was in­tro­duced into four big re­tail chains in Poland, where it has been a huge suc­cess with cus­tomers.

More prod­ucts will be added in the com­ing months, and it was re­cently an­nounced that France would be the next coun­try for the roll out of the brand.

Hjet­land said Mowi had done a lot of in-store pro­mo­tions in Poland and peo­ple were will­ing to buy the higher priced prod­ucts.

‘The big set up we have in Poland is an ad­van­tage for us, both with the fac­to­ries but also with the mar­ket­ing and sales de­part­ments and a very good crew in Poland,’ said Hjet­land.

‘But it’s also a dif­fer­ent mar­ket to the north­ern Euro­pean mar­kets so it’s a good mar­ket to test the prod­uct.’

He said they eat less fish in Poland and the mar­ket is less de­vel­oped than the UK, France, Ger­many, Belgium, or the Nether­lands.

‘It is a good test for us as well in the way we will set up mar­ket­ing dif­fer­ently in all the dif­fer­ent mar­kets.

‘The brand­ing and pack­ag­ing will be the same but the way we ap­proach the con­sumers might change from mar­ket to mar­ket.’

The com­pany re­vealed last month that a part­ner­ship with the IoT (in­ter­net of things) com­pany EVRYTHNG would en­able the new brand to be rolled out with full trace­abil­ity, with data col­lected from pro­duc­tion to sup­ply chain.

Con­sumers, should they be in­ter­ested, will be

able to see where their salmon be­gan its life, what food it was fed and where it was har­vested.

The MOWI brand will re­main a pre­mium prod­uct when it is launched in other mar­kets, said Hjet­land, but there will be more ready to eat prod­ucts, such as sushi.

The re­brand­ing of the com­pany has gone ‘even smoother than we could have hoped for’, he added. Mowi is a very fa­mil­iar name to many stake­hold­ers, as it was the orig­i­nal name of the com­pany when it started in 1964.

‘The story around the name change, peo­ple get that…and con­nect­ing the com­pany name to this ma­jor brand launch is some­thing peo­ple see as ex­cit­ing.’

Hjet­land ac­knowl­edged that the change to Mowi might make less sense for those who don’t know its back­ground, but he be­lieves it pre­sents a good op­por­tu­nity for the com­pany, ‘mak­ing peo­ple aware of our her­itage and our his­tory’.

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