Mowi

Since the Mowi adventure started in 1964 the company has grown and changed in many ways. From its humble beginnings, when a few pioneers started farming fish in their back yards, through to the present day, Mowi has become a global leader in its field. As the company has grown, both organically and as a result of mergers and acquisitions, Mowi has maintained its leading position at the forefront of the aquaculture industry.

At Mowi, we care for every aspect of our salmon. We are the only salmon producer with full internal control of our own genetics, feed, farming operations, harvesting, processing, logistics, sales and marketing.

At Mowi, we work with the ocean to produce nutritious, delicious and supreme-quality seafood. We fulfill one fifth of global demand for farm-raised Atlantic salmon and are constantly driven by innovation and the desire to achieve the highest standards of sustainability.

“The MOWI brand has already been selling well in e-commerce in 2020. Out of or 3 top customers, 2 of them are e-commerce. As of next year, we want to expand further in this channel with existing and new customers.”

Ola Brattvoll, COO Sales and Marketing, says:

E-commerce has been growing consistently during the past decade. This is also true for groceries, either through e-commerce platforms of traditional brick-and-mortar players or through dedicated e-commerce grocery shops like Amazon Fresh. Due to Covid-19 impacts, e-commerce growth has been massively accelerated during 2020.

Similarly, Mowi is in an early stage of sharing important product information using blockchain with strategic customers, such as major European supermarket chains. Batch information and various project details are shared on the customer’s own platforms. In the future this can be expanded to include things like transportation information, temperature measurements from logistics companies etc. ensuring that the necessary level of quality is maintained in each step of the project throughout the value chain.

The launch of the MOWI brand shows that Mowi is delivering value-added products directly to the consumer. One way of connecting with the consumer is to provide transparent and relevant information about the product they are buying. This is done by using QR codes on the product, which pulls up well-presented information about the origin of the fish and other details about its journey from the hatchery to the grocery store.

“It’s not just about a photograph to understand the appearance of the fillet, it’s about the diagnostic potential of the technology. This has never been done before in the food industry and it will mean that we can guarantee the quality of our products. This has never been done before in the food industry and it will mean that we can guarantee the quality of our products.”

Odd Medhus, Group Manager Product Quality and Processing, explains:

In Mowi’s downstream operations digitalisation and automation also offer significant opportunities in its more than 30 factories all across the world. Fish processing is in many ways still very labour-intensive and in many cases improvements can be made simply by automation of manual work. However, the availability of advanced scanning technology also opens up for much more efficient production and more sophisticated product differentiation than seen today.

The organisation strongly believes Industry 4.0 technologies will offer much clearer scale advantages in the seawater phase than what is seen today.

“With this project Mowi is living up to our vision of Leading the Blue Revolution. We have installed the technology at many sites across the Norwegian coast and are in the process of validating and documenting the anticipated value it will have both for us as farmers and for the fish in our care.”

Henrik Trengereid is the project manager overseeing the roll out of the sensing and analysis platform to multiple sites in Norway. He comments on the progress:

Remote operation centres will leverage on these technological advances. A wealth of data combined with machine learning and artificial intelligence will enable Mowi to grow fish much more efficiently than today, and in an even more sustainable way. By constantly tracking fish behaviour and fish health, Mowi can be proactive instead of reactive when it comes to acting on biological issues.

By means of advanced imaging technology and intelligent sensors, Mowi will perform real-time monitoring of biomass, digital lice counting, autonomous feeding and tracking of fish welfare.