Cermaq expects the seafood category to grow significantly in North America.

“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.