Baja California-based Mexican striped bass producer Pacifico has hired a new CEO.

Per-Roar Gjerde joins the company from salmon giant Mowi, where for 20 years he served as chief operating officer (COO) for Mowi's farming divisions in the Americas and the Faroes. He resigned from the role in June of 2020.

"The salmon industry has been developed for 60 years now," he told IntraFish. "Now other spaces are coming in."

Gjerde added that salmon, now a popular seafood staple in the United States, wasn't always so sought after by American consumers.