Norwegian salmon farmer Cermaq plans to use the production of its fish north of the Arctic Circle as a major selling point.

The company salmon will now sell under the "True Arctic - Slow Raised Salmon" label but the production process remains unchanged and will prices are not affected by the rebranding.

The new marketing strategy is the result of 18 months of work, Cermaq Group Sales and Marketing Director Arild Aakre told IntraFish at the Seafood Expo Global trade fair in Brussels.