“It’s odd that environmentalists are able to steer the public debate on lice to the extent they are doing now,” said Hatlebrekke.

“These players do a good job, but the picture that is painted is lopsided, colored by ‘imminent disaster’ with little nuance,” he told IntraFish.

But he admits the salmon lice situation is serious.

“Meanwhile it isn’t any worse than that the industry has time to sort things out. If against all odds it doesn’t manage this, then the players should just slaughter the fish in the worst affected areas," Hatlebrekke said.

He