Ola Brattvoll, Marine Harvest’s COO for Sales & Marketing, dealt out scathing criticism of generic marketing in his address to Nordea’s salmon seminar during Aqua Nor last week.
"The EU is the definitive biggest market for Atlantic salmon, which has grown over many years, and is still growing. The question is whether it will continue to grow,” said Brattvoll at the seminar.
He pointed to that value-added processing (VAP) has undergone a massive transformation in recent years, where product innovation has paved the way for salmon to become available in low-price chains, especially in Germany.
“This
