What Mowi USA does

Mowi USA, LLC is the US operating subsidiary of Norway-headquartered Mowi ASA, the world's largest producer of farm-raised Atlantic salmon, accounting for approximately one-fifth of global supply. Founded in 1964 and headquartered in Medley, Florida, the company distributes premium, sustainably sourced Atlantic salmon products across the United States through major grocery retail chains and Amazon, targeting individual consumers, families, and secondary food service/hospitality customers. Its portfolio spans Ready-to-Cook offerings (plain and pre-seasoned single, dual, and family-pack portions, salmon burgers, cedar-plank portions) and Ready-to-Eat cold-smoked salmon, with skin-pack packaging used to extend shelf life and preserve product quality.

The company's core technology is vertically integrated Atlantic salmon (Salmo salar) aquaculture combined with skin-pack vacuum packaging that protects against air, contaminants, and cross-contamination while reducing food waste. All products carry triple certification — ASC, BAP (3-star), and GGN — covering environmental responsibility, animal health and welfare, social accountability, food safety, and traceability, with raw material sourced from farms in Chile, Canada, and Norway and processed at BAP- and ASC-certified facilities in Miami, FL and Dallas, TX.

Mowi USA generates revenue through branded salmon product sales (a hardware/goods revenue model) priced at retail through grocery and Amazon channels; pricing is not publicly disclosed. The business is supported by a content-driven go-to-market strategy spanning Instagram, YouTube, a recipe blog with 50+ recipes, and an email newsletter, with marketing efforts focused on consumer education around nutrition and sustainable sourcing. The US subsidiary operates with a lean headcount of 78 employees, leveraging the parent group's scale, brand, and global supply chain.

Name

Mowi USA

Legal name

Mowi USA, LLC

Website

https://mowisalmon.us

Company type

Private

Operating status

Operating

Headcount range

51–100 employees

Short description

Mowi USA is the US subsidiary of Norwegian salmon giant Mowi ASA, distributing triple-certified (ASC, BAP, GGN) Atlantic salmon products through US grocery retail and Amazon, targeting health-conscious consumers and families with ready-to-cook portions and smoked salmon.

Ownership category

akta.pro rank

Headquarters

HQ city

Medley

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Salmon Product Sales: Mowi USA generates revenue through the sale of Atlantic salmon products including fresh ready-to-cook portions, family packs, and ready-to-eat smoked salmon. Products are sold through retail grocery stores and Amazon marketplace.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Mowi USA produces, processes, and distributes premium farm-raised Atlantic salmon products under the MOWI brand in the US market. The portfolio spans Ready-to-Cook (plain and pre-seasoned portions, salmon burgers, cedar plank cuts, family value packs in 6oz, 12oz, and 30oz sizes) and Ready-to-Eat (cold smoked traditional salmon and smoked loin) categories, all triple-certified to ASC, BAP, and GGN standards. Products are sourced from Mowi's farms in Norway, Chile, and Canada, processed in Miami and Dallas facilities, and sold through US grocery retailers and Amazon using skin-pack packaging for extended shelf life.

Product overview

Mowi USA offers premium, sustainably sourced Atlantic Salmon products spanning two main categories: Ready to Eat (cold smoked salmon products) and Ready to Cook (raw salmon portions). The Ready to Cook line includes plain and pre-seasoned portions in various sizes (6oz single servings, 12oz dual portions, and 30oz family packs), flavored varieties (Tuscan Herb, Honey Maple, Sweet Bourbon, Garlic Herb Butter, Lemon Dill Butter, Parmesan Peppercorn Butter, Lightly Smoked), specialty formats (Cedar Plank, Salmon Burgers), and family value packs. The Ready to Eat line features cold smoked Atlantic Salmon Traditional and Cold Smoked Loin products. All products meet BAP and/or ASC aquaculture certification standards. Farm raised in Chile, Canada, and Norway. Products use skin-pack packaging technology for extended shelf life and freshness.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• Extended shelf life through skin-pack packaging technology
• +1 more outcomes

Segments2 records

Ideal customer profiles2 records

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

One partnership is on record.

• Aquaculture Stewardship Council (ASC)coreOthersMowi maintains ASC certification for all its products, meeting the Aquaculture Stewardship Council's global standards for responsibly farmed seafood. ASC standards focus on both environmental and social impact of farming with input from over 2,000 stakeholders globally.

Scale indicators1 record

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• SalMar: One of the world's largest Atlantic salmon producers, with growing US distribution and overlapping ASC-certified farming operations, similar vertical integration from egg to fillet.
• Trident Seafoods: Major US-headquartered seafood processor and brand owner (Wild Alaska, Rubinstein's, Trident), a broad incumbent competing in retail salmon and other seafood categories.

Direct peers

• Ocean Beauty Seafoods: US Pacific Northwest-based salmon and seafood processor selling branded and value-added smoked and ready-to-eat salmon products into US retail and food service.
• High Liner Foods: North American value-added frozen seafood company selling branded and private-label salmon and seafood products to US retail and food service — a comparable packaged-seafood competitor.
• Verlasso: Premium sustainable Atlantic salmon brand marketed in the US, similarly focused on sustainably farmed, value-added salmon portions for retail and food service.
• King Oscar: Premium specialty seafood brand (owned by Thai Union) with US retail presence in canned and ready-to-eat salmon, competing for similar premium seafood shelf space.
• Pacific Seafood: Vertically integrated US seafood processor and distributor with significant salmon (wild and farmed) operations and retail/food service presence, comparable in scale and channel mix.
• Salmones Camanchaca: Chilean Atlantic salmon producer exporting value-added fresh and frozen salmon into the US market, directly competing with Mowi's Chilean-origin raw material in US retail channels.
• Atlantic Sapphire: US-headquartered salmon producer pioneering land-based Bluehouse salmon farming. Direct competitor targeting the same US retail premium-salmon segment with a differentiated RAS-based production model.
• Cermaq: Global Atlantic salmon farming company (owned by Mitsubishi) producing and selling sustainably certified salmon into the US market, with overlapping ASC certification positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UC533qGcwVC2D37tQ5WAsubA
• Instagraminstagram.com/mowisalmon.us
• LinkedInlinkedin.com/company/mowi-usa

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Mowi USA