Atlantic Sapphire's "Bluehouse" farmed Atlantic salmon performed below expectations in a recently concluded US retail promotion, the largest ever for land-based salmon of any kind.

In October, Publix for the first time featured Atlantic Sapphire salmon during an in-store, weeklong promotion at all of its 1,282 outlets throughout the southeastern United States.

Guy Pizzuti, seafood category manager at $45 billion (€38.7 billion) US supermarket chain Publix, said that while the promotion fell short, he did not view it as a loss.