Marine Harvest's renaming to Mowi is largely the result of negative connotations consumers associate with the Marine Harvest name, said Alf-Helge Aarskog, Mowi CEO.

In blind tests Marine Harvest conducted with consumers, the company’s salmon was well accepted, but when these respondents heard the name behind the product their impressions turned negative.

This response, seen throughout years of consumer research, motivated the company to make a most difficult decision during its rebranding: change the name of the brand -- and the company.

"We don’t only have to communicate with the retailer, but also with the consumer. This is one of the most sustainable industries and we can use that," said Aarskog.

Marine Harvest – now Mowi – has full control of the salmon production chain from genetics and broodstock in all production areas, to feed, salmon farming, harvesting, processing, product development and packaging.

All the steps of the chain are “extremely important” to the consumer, Aarskog said.

Take color and fish growth, for example, which are both dependent of genetics.

"Genetics is crucial. By selecting the best male and females and combining this with the right feed when you have control of this you can really make a difference in the final product,” Aarskog said.

“Adapting omega 3, algae content, and insect-based ingredient levels matter. The consumer cares a lot about this.”

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The company, which has heavily invested in research, product development and marketing, is well ahead of the game in product differentiation, which can help it achieve a higher price in the marketplace.

“Mowi’s stregnth, its system and its content are not impossible to copy, but it would be very hard to do so,” Aarskog said.

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Negative perception of Marine Harvest behind switch to Mowi