In 2018, global salmon farmer and processing giant Mowi announced plans to open up to 2,000 restaurants across China, a bold and ambitious commitment to what it saw as the future of salmon consumption.

The timescale, Mowi Executive Vice President of Sales & Marketing Ola Brattvoll told IntraFish at the time, was five to eight years, but four years later the company has opened only a handful restaurants in Taiwan.

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