Salmon producer Mowi is announcing the official launch of Mowi Signature in the US market, a new salmon program dedicated exclusively to serving the foodservice market. The unveiling is taking place at the 2025 National Restaurant Association Show at booth #4185 in Chicago.

Every Mowi Signature salmon is fresh, never frozen, and part of the Global Sustainable Seafood Initiative. Each fish is trimmed, cleaned, descaled and deboned for high-pace kitchen operations.

"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." 

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 works with foodservice chains and distributors on a fixed cost under a specific tenured contract, allowing a more predictable cost in the menu.

To further underscore its commitment to chefs, Mowi is announcing 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 program creates a dynamic environment for culinary leaders to cook, create, plan and dine together, fostering innovation and inspiration alongside business partners and culinary experts.

"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, senior 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."

"With MOWI Signature, we're combining our legacy of innovation with a deep understanding of the culinary world," said Robert Clark, senior director of sales at Mowi CP of Americas. "We've designed a product line that empowers chefs to serve memorable, high-quality salmon dishes—while maintaining consistency and control in their kitchens."

Source: Mowi USA