Marine Harvest rebrands as Mowi on Jan. 1, 2019.

Marine Harvest rebrands as Mowi on Jan. 1, 2019.

Marine Harvest to rebrand as Mowi – but relatives of the company’s namesake are unhappy about the move

Name change comes ahead of Mowi-branded product launch

The salmon farming giant Marine Harvest is rebranding as Mowi, a name that pays homage to Thor Mowinckel, one of the company’s founders.

But relatives of the company’s namesake objected to the name change on Tuesday, raising criticisms of open-net pen aquaculture.

The new moniker comes into effect as of Jan. 1, 2019, according to Jeremy Dunn, the director of public affairs for the company’s Canadian subsidiary.

Shareholders approved the switch at a special assembly that took place on Tuesday in Bergen, Norway, where the multinational seafood company is based.

The rebranding effort applies to all worldwide business units of the Marine Harvest Group, which describes itself as the “world’s largest producer of farmed salmon, both by volume and revenue.”

It comes as the company prepares to launch a new line of Mowi-branded products. A statement from the company in November said the Mowi brand will “communicate our integrated value-chain from feed to the consumer’s plate.”

READ MORE: Feds say $105-million fish fund will support wild salmon, innovation in B.C. fisheries

READ MORE: Tofino, Ucluelet, Swiftsure facing likely fishing closures in 2019

The Marine Harvest brand has been present in B.C. for more than a decade, Dunn said. In 2006, the company was taken over by Pan Fish, and it rebranded as Marine Harvest the following year.

The new brand is based on the surname of Thor Mowinckel, one of the founders of the company.

“Thor Mowinckel was a pioneer in salmon smolt production in the late 60s and was a founder of Mowi,” said Dunn. “The name was so significant that we also named the high-quality salmon breed our business was built on after it, the distinctive Mowi breed of salmon.”

Mowinckel served as the company’s CEO after entrepreneur and product developer Johan Lærum experimented with fish farming in Norway in the 1960s, according to the company’s 2017 annual report.

The name change was met with controversy on Tuesday, as a relative of Thor Mowinckel raised objections about the industry.

Frederik W. Mowinckel said on Twitter that members of the Mowinckel family were at the company’s assembly – called an extraordinary general meeting (EGM) – to protest the name change.

“Members of the Mowinckel family have at the EGM today voted against Marine Harvest’s plans to change its name to MOWI,” he said. “We do not wish be associated with what we consider an unsustainable way of farming salmon.”

He also called for a transition to closed containment salmon farming, saying that “[c]ompletely closed farms is the only way forward.”

Like us on Facebook and follow us on Twitter

Just Posted

A screenshot of the First Peoples Cultural Councils First Peoples’ Map. (First Peoples Cultural Council)
Online resource blends B.C.’s Indigenous language, art and culture

North Saanich advisor says initiative supports urgent need to preserve Indigenous languages

General manager Lindsey Pomper says Sidney’s Star Cinema cannot wait welcome audiences when it reopens June 18, amid an easing of public health measures. (Wolf Depner/News Staff)
Sidney’s Star Cinema raises curtain for the first time after months in the darkness

Iconic theatre to reopen at half capacity for Friday night showing

A dogs in parks pilot study unanimously approved by Saanich council will evaluate how park space can best be shared between dog owners and non-owners alike. (Photo by Megan Atkins-Baker/News Staff)
Saanich to study park-sharing strategy between those with and without pets

District-wide People, Parks and Dogs study to produce recommendations by fall

Staff member Lena Laitinen gives the wall at BoulderHouse a workout during a media tour on June 16. (Rick Stiebel/News Staff)
BoulderHouse raring to rock Langford

Popularity of bouldering continues to climb across Greater Victoria

GardenWorks nursery in Oak Bay at its home until August. (Black Press Media file photo)
GardenWorks puts down new roots in Oak Bay this summer

Nursery shifts down The Avenue to fill former fitness studio space

The BC SPCA Wild Animal Rehabilitation Centre in Metchosin saw 16 fawns come through in May, with another four in the first four days of June. (Courtesy Wild ARC)
An abandoned fawn doesn’t mean it’s orphaned, reminds Greater Victoria wildlife expert

20 orphaned fawns turned in to Wild ARC in Metchosin so far this season

(Black Press Media file photo)
POLL: When was the last time you visited the mainland?

The films are again lighting the screens at local theatres, the wine… Continue reading

Anyone with information on any of these individuals is asked to call 1-800-222-TIPS (8477) or visit the website victoriacrimestoppers.ca for more information.
Greater Victoria Crime Stoppers wanted list for the week of June 15

Greater Victoria Crime Stoppers is seeking the public’s help in locating the… Continue reading

Tk’emlups te Secwepemc Chief Rosanne Casimir stands outside the former Kamloops Indian Residential School after speaking to reporters, in Kamloops, B.C., on Friday, June 4, 2021.THE CANADIAN PRESS/Darryl Dyck
Kamloops chief says more unmarked graves will be found across Canada

Chief Rosanne Casimir told a virtual news conference the nation expects to release a report at the end of June

A woman wears a vaccinated sticker after receiving a COVID-19 vaccine at a vaccination clinic run by Vancouver Coastal Health, in Richmond, B.C., Saturday, April 10, 2021. THE CANADIAN PRESS/Jonathan Hayward
B.C. ranks among highest in world in COVID-19 first-dose shots: health officials

More than 76% of eligible people have received their 1st shot

An artists conception of the new terminal building at the Pitt Meadows Regional Airport.
Air travel taking off in B.C., but lack of traffic controllers a sky-high concern

There will be demand for more air traffic controllers: Miller

Canadian Armed Forces experts are on their way to North Vancouver after a local homeowner expressed worry about a military artifact he recently purchased. (Twitter DNV Fire and Rescue)
Military called in to deal with antique ‘shell’ at North Vancouver home

‘The person somehow purchased a bombshell innocently believing it was an out-of-commission military artifact’

Amy Kobelt and Tony Cruz have set their wedding date for February, hoping that more COVID-19 restrictions will have lifted. (The Macleans)
B.C. couples ‘gambling’ on whether COVID rules will let them dance at their wedding

Amy Kobelt and Tony Cruz pushed back their wedding in hopes of being able to celebrate it without the constraints of COVID-19

A plane is silhouetted as it takes off from Vancouver International Airport in Richmond, B.C., May 13, 2019. THE CANADIAN PRESS/Jonathan Hayward
Report calls for airlines to refund passengers for flights halted due to COVID-19

Conclusion: federal help should be on the condition airlines immediately refund Canadian travellers

Most Read