By MOWI
New MOWI program elevates U.S. culinary access to premium, responsibly farmed seafood from Scotland and Norway.
The launch of MOWI CP of Americas new chef-forward initiative “MOWI Signature” now brings more Aquaculture Stewardship Council (ASC) certified Atlantic salmon to foodservice nationwide. Built for high-paced kitchen operations, the program combines ingredient integrity with culinary convenience — empowering chefs to serve responsibly sourced, high-quality Scottish and Norwegian salmon with improved control and consistency.
MOWI Signature product highlights include:
- Fresh, never frozen Atlantic salmon
- Arrives ready-to-prep: trimmed, cleaned, de-scaled, and de-boned
- Harvested at peak maturity: 4-8 kg of whole fish with rich color, firm texture, and Omega-3-rich marbling
- Predictable pricing: Fixed-cost contracts through foodservice chains and distributors
As a long-standing ASC partner and one of the world’s leading salmon producers, MOWI brings its commitment to responsible aquaculture and culinary excellence to the forefront. By providing salmon that has been raised with care under the strictest global standards for seafood farming, MOWI Signature offers chefs a clear pathway to ingredients that are transparently sourced and aligned with the values that drive today’s food culture.
“We’re proud to bring the MOWI Signature line to market to celebrate the variety and craftsmanship in salmon that our organization offers,” said Joe Fidalgo, Managing Director at MOWI CP of Americas. “Our Scottish and Norwegian salmon reflect the high standards we uphold across our operations. This includes certifications like ASC, which recognize MOWI’s commitment to responsible aquaculture.”
MOWI Signature is more than just great salmon — it’s a smart business decision for foodservice teams. Traditional salmon options often come with unpredictable price fluctuations, which create challenges for chefs trying to manage costs and menu consistency. MOWI Signature disrupts this model by offering fixed-cost pricing through long-term contracts with foodservice distributors and chain partners, helping chefs maintain menu stability without sacrificing quality or principles.
“Chefs and consumers alike are increasingly driven by farmed seafood that meets rigorous environmental and social standards,” said Meghan Russell, Senior Market Development Manager, ASC. “Nearly 50% of North American seafood sales occur in foodservice, which underscores the need to increase awareness and access to responsibly sourced seafood. Chefs play a critical role in influencing food culture and purchasing practices, which is why we’re proud to support MOWI’s efforts to bring ASC certified salmon to more plates.”
The MOWI Signature launch further aligns with ASC’s ongoing efforts to adapt its program to better meet the needs of chefs, restaurants and institutional buyers while building new pathways for responsibly farmed seafood to reach more diners through trusted culinary leaders.
Later this year, ASC and MOWI will team up for Scotland’s first “ASC Discovery Tour,” bringing a select group of buyers and culinary leaders to one of the world’s most innovative aquaculture regions. Set for October 2025, the tour will include visits to ASC certified feed mills, hatcheries and farm sites, offering attendees a firsthand look at how responsibly farmed salmon comes to life in the crisp, pristine waters of northern Scotland.
For more information about the launch of MOWI Signature, visit https://mowifoodservice.com. To learn more about ASC’s work in North America, visit https://us.asc-aqua.org/news.
About the Aquaculture Stewardship Council
Responsible seafood starts at the farm. ASC’s sea green label assures shoppers that:
- The strictest standards are in place to improve farm practices.
- Certified seafood in stores actually comes from certified farms.
- Certified farms continue to meet the highest standards.
- We are constantly working toward greater sustainability.
ASC is the only certification program that can verify your farmed seafood is what it claims to be, where it came from, how it was raised and how it got to you.
