Mowi teams with IoT firm to bring salmon traceability story to consumers

Mowi has teamed with a US and UK-based internet of things (IoT) company to bring the traceability story behind its farmed salmon to consumers, as part of its global brand expansion plans. Bergen, Norway-based Mowi, the world’s largest salmon farmer, is working with tech firm EVRYTHNG on the development, Ola Brattvoll, its chief operating officer for sales and marketing, told Undercurrent News, at Seafood Expo Global in Brussels, Belgium. The company has its new, “MOWI”-branded natural (first image below) and smoked products (second image below) on display at SEG, with a launch in another as yet unspecified country coming soon, with sales in Poland going strong, Brattvoll said. Mowi’s branded range has QR codes on the packs, which shoppers can buy and get all the information on where and when the salmon was farmed, what it was fed and when it was harvested.