Salmon farming giant Cermaq says it wants to switch its focus away from price and supply and move towards growing consumption and sustainable farming practices.
The second biggest salmon company in the world, Cermaq says it expects the seafood category to grow significantly in North America as consumers change their diets to focus more on health as well as taste. It says this will require the whole value chain to evaluate what is required to meet consumer requirements for transparency, nutrition and sustainability.
“Our strategy is to work closer with our customers from now on to contribute and share in their success,” said Geir Molvik, Cermaq CEO. “We are investing in our communication strategy as a way to meet their needs. The industry has underestimated this greatly, including Cermaq. We are proud to presents our product honestly and without filter. Cermaq has until now, acted like we had very little to say or promote. This will change.
“Cermaq is committed to going forward with forging stronger partnerships with processors, DCs and retailers in order to change the focus from price and supply to growing consumption and sustainable farming practices.
Transparent supply chain
The company, which has salmon and trout operations in Norway, Chile and Canada, said a transparent supply chain was not just about technical facts, but also about being able to explain what it does “in a clear and simple, professional way so that those who do not know the industry will have a much greater understanding of it going forward”.
“There is an increasing demand from consumers who focus on health that want to know where food comes from and how it has been produced,” said Molvik. “If the seafood industry is to take part in the expected growth, this issue needs to be addressed, and we will work through proactive partnerships as a way to help customers develop their business.”
Cermaq is a fully owned subsidiary of Mitsubishi Corporation with its head office in Oslo.
Published: 20/03/2017 at 3:42 pm