That is what Virginia Mayo-Molina, who runs the Madrid-based consultancy Vircaldeas, told IntraFish.
"Retailers can no longer run discount campaigns on salmon," Mayo-Molina, who describes herself as Spain's specialist on Norwegian salmon. "In the long term, there is a risk that farmed salmon will disappear from the shelves."
The story is not wholly unfamiliar -- IntraFish has heard similar echoes from French and Alaskan parties.
Since 1996, Mayo-Molina has acted as a go-between between Spanish buyers and Norwegian sellers.
After starting off year at Leroy's Madrid offices,she sold bass and bream for Marine Farms' Culmarex and worked nearly five years as Marine Harvest's South European director.
