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Debuting at the 2025 National Restaurant Association Show in Chicago

CHICAGO, May 15, 2025 /PRNewswire/ -- MOWI, a global leader in aquaculture and premium Atlantic salmon, is proud to announce the official launch of MOWI Signature in the US Market, a new salmon program dedicated exclusively to serving the food service market. The unveiling will take place at the 2025 National Restaurant Association (NRA) Show at Booth #4185 in Chicago.

At MOWI farming chef-quality Atlantic salmon isn't just our business—it's our passion, backed by over 60 years of expertise. Crafted for food service professionals—from restaurant chains to independent chefs—MOWI Signature offers a premium yet accessible solution that delivers consistency, quality, and convenience in every cut.

Premium Salmon, Tailored for the Professional Kitchen
Sourced from our sustainable farms in Norway and Scotland, every MOWI Signature salmon is:

• Fresh, Never Frozen
• Global Sustainable Seafood Initiative (GSSI), meeting the highest global standards for responsibly farmed seafood. GSSI aligns global efforts and resources to address seafood sustainability challenges. Governed by a Steering Board representing the full seafood value chain – companies, NGOs, governments and international organizations, including the FAO – GSSI promotes sector-wide collaboration to drive forward more sustainable seafood for everyone and maintains a benchmarking tool to assess sustainability standards.
• Ready-to-Prep: Trimmed, cleaned, de-scaled, and de-boned—ideal for high-paced kitchen operations
• Weighing 4–8 kg, harvested at peak maturity for a firm texture, rich color, and a marbled, Omega-3-rich structure

MOWI Signature offers consistency, quality and taste of fresh Atlantic salmon tailored specifically for the demands of the professional kitchen. Designed to inspire creativity and deliver consistency, our versatile selection empowers chefs to craft sophisticated, high-impact menus without compromise. "We're excited to bring the Mowi Signature line to market as a celebration of the variety and craftsmanship in salmon that our organization offers," said Joe Fidalgo, Managing Director at Mowi CP of Americas. Mowi. "Our Scottish and Norwegian salmon represent the best of our farming heritage and our vision for responsible aquaculture." 

Designed with Chefs in Mind
MOWI Signature is more than just great fish—it's a smart business decision. With most options of salmon that come with a price per pound that fluctuates depending on market value, Chefs struggle to maintain a more predictable cost of their menu in the restaurant when offering Salmon dishes. MOWI Signature is a game changer in this model as it works with foodservice chains and distributors on a fix cost under a specific tenured contract allowing a more predictable cost in the menu.

• Fixed Price Programs – consistent pricing for set periods, enabling chefs to plan menus with confidence.
• Catch or Variable Weight – offering flexibility on sizing with a set price by contract by weight, type of cut or origin.

To further underscore its commitment to chefs, Mowi is proud to announce its participation in Informa's upcoming Chef Immersion Program, taking place June 23–25, 2025, at the University of Florida in Gainesville. This exclusive event brings together executive chefs from colleges and universities across the Southeast region for a hands-on, collaborative experience. Hosted by Informa, the Chef Immersion creates a dynamic environment for culinary leaders to cook, create, plan, and dine together, fostering innovation and inspiration alongside trusted business partners and culinary experts. As a participating brand, Mowi is honored to support this immersive event and engage with top-tier chefs in shaping the future of campus dining.

Product Offerings

1. Ready-To-Prep Trim D Fillets
   Premium pre-rigor fillets with skin-on or skin-off options, available from both Norway and Scotland. Cleaned and prepped to food service standards and meeting GSSI standard.
2. Gourmet Ready-to-Cook Pre-Cuts
   Custom pre-cuts developed with chef and customer specifications in mind—providing speed, consistency, and convenience in the kitchen without sacrificing quality.

"As American consumers continue to increase their salmon consumption at home, restaurants must elevate the salmon experience to meet rising expectations. While dining out was once the primary setting for enjoying salmon, today's consumers are more familiar with preparing it themselves," said Diana Dumet, Sr. Director of Marketing at MOWI CP of Americas. "To truly impress, restaurants need to deliver a gourmet experience—offering specialized cuts, a compelling origin story, and emphasizing sustainability and standards. These elements are becoming essential in capturing the attention and palate of the modern salmon lover."

Premium Origin, Signature Taste 

• Mowi Signature Scottish Salmon: Renowned for its rich flavor and firm texture, this salmon is raised in the rugged Scottish Highlands, where strong tidal flows and clean waters create ideal growing conditions.
• Mowi Signature Norwegian Salmon: Mellow and buttery, this salmon comes from the icy fjords of Norway, raised under high animal welfare and environmental standards. 

Both products are raised with utmost care, certified by global sustainability standards, and traceable from sea to serving. 

Check out the new MOWI Signature video. Looking for Chef quality salmon? Video Here