Cermaq launches True Arctic Salmon

Cermaq has launched True Arctic Salmon Photo: Cermaq Cermaq has launched True Arctic Salmon Photo: Cermaq

Arctic waters are proving beneficial to salmon farmers as the intense cold means the fish grows more slowly, resulting in qualities that are attractive to consumers.

Norwegian salmon and trout farmer, Cermaq, has launched True Arctic Salmon, a brand that celebrates the unique region and also responds to a growing need for consumers to know where food comes from.

“The brand platform True Arctic Salmon is a foundation for our close cooperation with our customers to support their success in their communications and marketing,” said Cermaq's global sales and marketing director, Arild Åkre.

“We focus on successful category growth for our customers, and believe this will be a useful tool for our customers. This is part of our strategy of being a leading customer-oriented B2B company, “ he added.

North of the Arctic Circle, the sea is colder both in summer and in winter and a salmon takes three to four more months to grow. Cermaq calls this the ‘Arctic effect’ and believes this extra times gives the salmon greater qualities. The company also highlights a strong trend of growing interest in geographical origin and identity.

"The Arctic has its own identity, with magnificent nature, tough conditions, and cold and pure water. Here we produce salmon with Arctic effect that has specific product qualities. These are some of the elements in the origin of True Arctic Salmon, and what conscious consumers care about," concluded Arild Aakre.

True Arctic Salmon’s launch began at the Boston Seafood Expo and continues at the Brussels Expo in May.

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