Marine Harvest CEO Alf-Helge Aarskog told the attendees at the IntraFish Seafood Investor Forum in London last week value-adding will be a big focus for the Norwegian giant going forward as it expands its presence in the ever-expanding Asian market.

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“We are looking at development in Asia to grow volume we need good products, we need to go into branding, and traceability. We need to create a good story, to build a brand,” he said.

Aarskog said the key in Asia is to create a brand that could be considered the “Prada of seafood,” showcasing Marine Harvest’s Mowi breeding program brand, which will be marketed in Asia as “sustainably developed by natural selection with  supreme quality and a unique color guarantee.”

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