Miami, FL – February 28, 2025 – The MOWI Brand celebrates its fifth anniversary, marking significant growth in U.S. retail, national online grocery presence, and innovation. As a leader in the American seafood industry, MOWI offers a variety of pre-packed, farm-raised Atlantic salmon for households to enjoy.

Since launching in the United States, in 2020 MOWI has become an integral part of the MOWI USA portfolio. The company currently offers 2 distinctive brands: MOWI (the premium salmon brand) and Ducktrap (specializing in smoked seafood). The company also offers Marine Harvest Seafood by Mowi that offers a variety of other pre-packed fin-fish. While each brand is unique, they complement one another by offering a diverse range of fin-fish options for household consumers.

When the MOWI Brand launched in the U.S. market in March 2020, it was designed to be the go-to choice for high-quality, versatile salmon, perfect for a variety of eating occasions. Over the past five years, MOWI has developed a range of product platforms that cater to different consumer needs:

1. Single-Meal Salmon Portions: Ideal for those seeking convenience and easy portability. Perfect for air fryer cooking.
2. Everyday Family-Size Salmon Portions: Great for dinner or celebratory gatherings, these portions are most commonly oven-cooked by salmon lovers.
3. Pre-Seasoned Salmon Portions: Ready-to-cook and packed with flavor, offering convenience and variety for both family and individual meals.
4. Salmon Portions with Butter Puck: These indulgent portions come with a butter puck for added flavor. Ready-to-cook, they’re perfect for sautéing or oven cooking.
5. Lightly Smoked Salmon Portions: A new addition to the product lineup, offering a delicate smoky aroma and taste. Ready-to-cook, they’re ideal for air fryers, ovens, grills, or sauté pans.
6. Stuffed Salmon Portions: Perfect for colder seasons, these portions offer a comforting, warming meal. Often featured in seasonal promotions, they’re best cooked in the oven.
7. Salmon on a Cedar Wood Plank: Perfect for grilling season, adding a unique and flavorful touch to outdoor meals.

MOWI brand is now sold in 43 US states, 4,271 brick and mortar stores, and has a nationwide e-commerce presence.
Several MOWI Brand products have earned the prestigious Good Housekeeping Seal for two consecutive years. “Receiving this recognition is a significant achievement for MOWI, as it affirms that our products are trustworthy and deliver on the promises of our salmon brand,” said Diana Dumet, Senior Director of Category and Marketing at Mowi CP of Americas. “We are grateful to the Good Housekeeping Institute for acknowledging the quality and reliability of our MOWI salmon products.”
The MOWI Brand has also established presence in the digital communications space. MOWI Salmon TV, a YouTube channel, recently earned a Silver Plate Award for surpassing 100,000 subscribers. Today, the channel has grown its subscriber count to over 300,000 and is poised to continue growing its "edutainment" audience with a diverse range of content, including recipes, cooking tips, and more.

MOWI Brand has achieved notable marketing milestones, including consistently high product ratings across online platforms and collaborations with major food publications. The brand's 2 x 6 oz salmon portions have garnered over 15,000 reviews on Amazon Fresh, maintaining a remarkable 4.8-star average.

MOWI has further enhanced its presence through the launch of the Decoding Seafood Podcast, partnerships with prominent publications like Food & Wine and Bon Appétit, and a collaboration with Milkstreet Media on the 27 Weeknight-Easy Salmon Dinners recipe book.

MOWI has actively engaged consumers through various platforms, fostering a community that values transparency, quality, and sustainability. Additionally, MOWI has launched an ambassador program with 37 influencers, promoting the brand's quality and where to buy featuredon Instagram, Threads, and YouTube.

Looking ahead, MOWI is committed to continued growth in the U.S. market, focusing on innovative salmon experiences while maintaining its dedication to quality and sustainability.

About Mowi:Mowi, a Norwegian company founded in 1964, is a leading aquaculture company committed to producing nutritious, high-quality seafood sustainably. With operations in 25 countries and over 14,000 employees, Mowi has been ranked as the world's most sustainable protein producer for four consecutive years by the FAIRR Initiative.

Mowi has earned the distinction of being ranked as the world's most sustainable protein producer for four consecutive years by the FAIRR Initiative. The Coller FAIRR Protein Producer Index evaluates the world's 60 largest publicly listed animal protein producers based on ten environmental, social, and governance criteria, including GHG emissions, deforestation, antibiotic usage, and working conditions.
For more information, visit www.mowisalmon.us or follow @MOWISalmonUS on YouTube, Instagram, and Threads.
For Media Inquiries, Contact:Kathryn Hudson-MeliansMOWI CP of AmericasPhone: 305-794-5420Email: kathryn.hudson-melians@mowi.com