Marine Harvest

Marine Harvest to change name to Mowi

12 November 2018

Salmon farmer Marine Harvest plans to change its Scottish-originated name to Mowi.

The company - which is a significant employer in the Western Isles - is also launching MOWI - pronounced ‘movie’ - as a world wide seafood brand.

Announcing the change, the firm said the “company we know as Marine Harvest today was originally founded as Mowi by Norwegian aquaculture pioneers more than 50 years ago.”

The globally known Marine Harvest title which originated half a century ago in Scotland is being ditched.

Chief executive Alf-Helge Aarskog said: “I am really excited that we are now taking the company to the next level.

“Through implementing our MOWI branding strategy, we can communicate our integrated value-chain from feed to the consumer’s plate.

“We are looking forward to announcing our new product line in the coming months.”

He added: “Mowi is an inspirational name that recalls our pioneering spirit that has developed over the past 50 years.

“Since the first salmon was farmed in 1964, we have grown into a global fully integrated company, including breeding, feed, farming, processing and sales.

“Throughout the past 50 years, we have always remained true to our core value - the care we have for our people, our fish, our customers and the environment.”

Unilever adopted the Marine Harvest for its venture into the fledging fish farming industry on Scotland’s west coast in 1965 though production did not commence for a further seven years.

Seen as a strong brand name, the name was retained through various takeovers and changes of ownership.

Marine Harvest was also chosen as the brand for the new giant multinational company created out of the super merger of fish farmers when Fjord (formerly Western Isles Seafood Company or Wisco) and the former Marine Harvest came under the control of Pan Fish.