US clothing giant Patagonia's most recent attack on the global salmon farming industry has proved baffling to Tasmania salmon producers, none of whom were contacted at any point before, during or after the making of the film, they told IntraFish.

Tassal, Huon and Petuna, who between them own the majority of Australia's salmon farming industry, and are all based on the southern island of Tasmania, were given no notice of the film's production and were asked no questions by Patagonia, which has already released longer films condemning the Chilean salmon farming sector and the system of wild-salmon hatcheries in Alaska and other parts of the United States.