Miami, FL – February 26, 2025 – MOWI Salmon, introduces new initiatives for 2025, focusing on consumer education and culinary innovation. Building on its successful consumer-focused strategy, MOWI Salmon continues to raise awareness about responsibly farmed Atlantic salmon.

Building on Success: MOWI Salmon’s Ongoing Commitment to Consumer Education

Since launching its consumer-focused strategy, MOWI Salmon has cemented its reputation as a trusted authority on responsibly farmed Atlantic salmon. By leveraging innovative content and strategic partnerships, the MOWI Salmon brand has successfully raised awareness empowering consumers with the knowledge they need to make informed choices about their seafood.

Key milestones include:

1. YouTube Growth: The MOWI Salmon TV YouTube channel has garnered over 300,000 subscribers and 40 million views across 160 videos, helping home cooks discover easy salmon recipes, learn proper salmon preparation techniques, and explore the benefits of responsibly farmed seafood.
2. Podcast Success: The Decoding Seafood by Mowi podcast features contributions from chefs, nutritionists, scientists, and food influencers. It aims to deepen understanding of the seafood industry and the health benefits of eating salmon, covering topics such as healthy eating trends, the advantages of farm-raised Atlantic salmon, and insider insights into the seafood industry.
3. Influencer Collaborations: Partnerships with over 32 influencers have helped MOWI Salmon reach diverse audiences through authentic cooking tips, recipes, and behind-the-scenes sea-to-table stories.
4. Retail Activations: In 2024, more than 190 in-store demonstrations allowed consumers to sample fresh MOWI Atlantic salmon recipes and learn about the benefits of incorporating protein-rich seafood into their diets.
5. Media Collaborations: Partnerships with outlets like Milk Street, Good Housekeeping, Women’s Heath, and Delish positioned MOWI Salmon as a leader in fresh seafood meal ideas and quick salmon recipes for everyone.
6. Good Housekeeping Seal: The prestigious Good Housekeeping Seal was awarded to several MOWI Salmon products in 2024, further reinforcing consumer trust in the brand.

What’s New for 2025?

MOWI Salmon’s initiatives are designed to expand its impact and further engage consumers in fun, informative, and interactive ways. Here's a preview of what’s to come:

1. Meet Sal, MOWI Salmon’s New Mascot - MOWI Salmon’s animated mascot, Sal, will bring fresh perspectives to seafood education. Through social media content, Sal will make learning about seafood engaging and fun for American consumers, guiding audiences on a journey through everything they need to know about salmon—from farm-raised Atlantic salmon facts to answers to frequently asked questions about aquaculture.
2. Expanded YouTube Content - MOWI Salmon TV’s new video series will explore trending topics such as low-carb salmon meals, fitness-friendly recipes, and quick family dinners featuring responsibly farmed salmon. These thematic videos will appeal to health-conscious consumers and busy families looking for sustainable seafood solutions. The MOWI Salmon TV will bring to the online stream experience six anchor content creators that will develop YouTube monthly episodes with unique themes as they intend to show more of the versatility of salmon.
3. Storytelling with Pauline Allor - Influencer Pauline Allor will educate viewers about where salmon comes from and how MOWI Salmon ensures freshness and quality. Her content will focus on cooking hacks, myth-busting farmed seafood misconceptions, and delicious ways to prepare salmon for every occasion, all tailored for Instagram, YouTube, and Threads.
4. Behind-the-Scenes Facility Tours - Select media outlets and influencers will have the exclusive opportunity to visit MOWI’s state-of-the-art facilities in Florida, Texas, and Maine. These tours will showcase the brand’s processing, and packaging practices, offering a glimpse into the high standards behind MOWI Salmon, helping consumers better understand the journey of responsibly farmed salmon.
5. Blog Content - Launching this year, MOWI Salmon’s blog series will address popular search topics like the power of omega-3s, Choosing the best salmon, and quick and budget-friendly salmon meals.

Why Do Our Platforms of Communication Matter?

“At MOWI, we believe in the power of edutainment to foster a deeper understanding of where our food comes from and the benefits of making mindful choices. By creating accessible, informative, and engaging content, we aim to demystify salmon and empower consumers with the knowledge they need to make informed decisions,” said Diana Dumet, Senior Director of Marketing at MOWI CP of Americas.

Mowi’s commitment to sustainability and transparency ensures customers enjoy high-quality salmon while feeling confident in the positive environmental impact of their choices. "Our goal is to demystify the salmon industry by highlighting sustainable practices and inspiring consumers to make salmon a regular part of their diet," said Diana Dumet.

About Mowi

Mowi, a Norwegian company founded in 1964, is a leading aquaculture company dedicated to producing high-quality, nutritious seafood while prioritizing sustainability. As the world's largest producer of farm-raised Atlantic salmon, Mowi operates in 25 countries with over 14,000 employees. The company is committed to minimizing environmental impact and preserving the ocean. Mowi has been recognized as the world's most sustainable protein producer for four consecutive years by the Coller FAIRR Protein Producer Index, which evaluates companies based on environmental, social, and governance criteria.

For more information, visit www.mowisalmon.us or follow @MOWISalmonUS on YouTube, Instagram, and Threads.

For Media Inquiries, Contact:

Kathryn Hudson-Melians

MOWI CP of Americas

Phone: 305-794-5420

Email: kathryn.hudson-melians@mowi.com