Mowi continues to 'edutain' the nation on salmon
MWN-AI** Summary
Mowi, the world’s leading producer of farm-raised salmon, is expanding its innovative 'edutainment' platform in the U.S. market, emphasizing its commitment to both consumer education and entertainment regarding salmon consumption. Recognizing salmon as a nutritious yet often misunderstood protein, Mowi aims to engage a diverse audience—from casual buyers to culinary experts—through a variety of multimedia content including videos, podcasts, and chef collaborations.
Diana Dumet, Senior Director of Marketing & Category at Mowi CP of Americas, highlights that the initiative is not merely a marketing effort but a genuine investment in community and health. Mowi’s content is tailored to demystify aquaculture and encourage healthy eating habits while celebrating culinary creativity. The 2026 edutainment portfolio includes several exciting developments such as the Mowi Salmon TV YouTube channel, featuring collaborations with influencers and chefs that make salmon more accessible and appealing.
New series like “DIY Celebrations at Home” aim to creatively integrate salmon into everyday dining, catering to consumers looking for fresh, entertaining ideas. Additionally, the expanded “Salmon for a Healthy Life” series continues to emphasize the health benefits of salmon in partnership with registered dietitians, while the “Decoding Seafood by Mowi” podcast dives deeper into sustainability and nutrition topics.
With ongoing collaborations with Michelin-star chefs and initiatives that enhance consumer knowledge of sustainably sourced seafood, Mowi's aim is to foster a more informed community of salmon lovers. As the demand for sustainable and healthy food options grows, Mowi is positioned to lead this movement, combining education with engaging storytelling to inspire consumers to incorporate salmon into their diets more confidently and frequently.
MWN-AI** Analysis
Mowi's innovative approach to 'edutainment' marks a pivotal strategy for the company, positioning itself as a leader in both the sustainable seafood market and consumer engagement. By expanding its content offerings to include educational and entertaining formats, Mowi effectively addresses dietary misconceptions surrounding salmon, encouraging broader consumption in an increasingly health-conscious consumer landscape.
Investing in a multifaceted content strategy serves dual purposes: it enhances brand loyalty while effectively increasing salmon sales. The company's focus on various platforms—YouTube, podcasts, and social media—taps into diverse demographics, reaching both new consumers and seasoned salmon enthusiasts. This strategic reach is particularly important as Millennials and Gen Z increasingly favor brands that align with their values, notably sustainability and quality.
Mowi's partnerships with renowned chefs and nutritionists further bolster its credibility, catering to a market that seeks informed choices in food consumption. This expert-backed content, especially the “Salmon for a Healthy Life” initiative, positions Mowi as not just a product supplier, but as a health advocate, promoting the numerous nutritional benefits associated with salmon.
From an investment perspective, Mowi appears to be well-positioned for continued growth. The company’s emphasis on education and engagement is likely to yield a return as consumer understanding leads to increased confidence in choosing salmon. Furthermore, as the demand for sustainable protein surges, Mowi's commitment to sustainability could give it a competitive edge, especially as consumers prioritize eco-friendly products.
In summary, Mowi's strategic investment in edutainment offers promising avenues for brand growth and market penetration. For investors, Mowi's innovative approach could yield favorable results, signaling a solid opportunity within the food and aquaculture sectors as Mowi navigates evolving consumer preferences while maintaining its sustainability commitments.
**MWN-AI Summary and Analysis is based on asking OpenAI to summarize and analyze this news release.
PR Newswire
MIAMI, March 9, 2026 /PRNewswire/ -- Mowi, the world's largest producer of farm-raised salmon and a global leader in sustainable protein, is expanding its MOWI Brand edutainment platform in the US market, reinforcing its commitment to educating, inspiring, and engaging consumers through content that is as entertaining as it is informative.
As salmon continues to be one of the most nutritious — yet misunderstood — proteins on the plate, MOWI continues to invest in content that meets consumers where they are. From curious first-time buyers to seasoned salmon lovers and culinary connoisseurs, MOWI's growing ecosystem of videos, podcasts, chef collaborations, and digital storytelling is designed to build confidence, spark creativity, and deepen understanding of salmon and aquaculture.
This expansion reflects a long-term investment in community and culture — one that goes beyond marketing. MOWI's edutainment platforms are built to serve a diverse and growing audience of salmon eaters: those just discovering salmon, early adopters exploring new ways to enjoy it, and passionate fans who continue to bring salmon into more moments of everyday life.
From short-form video and podcasts to partnerships with Michelin-star chefs and trusted nutrition voices, MOWI continues to lead the seafood category with content that demystifies aquaculture, celebrates culinary creativity, and helps consumers make informed, confident choices.
"This is more than content — it's an investment in the community," said Diana Dumet, Senior Director of Marketing & Category, Mowi CP of Americas. "Salmon is still widely misunderstood, and that tells us our work isn't done. Our edutainment platforms exist to serve a community — from curious newcomers to devoted salmon lovers — with content that entertains, educates, and inspires real change in how people eat and think about seafood. I'm incredibly proud of my team and our partners for building programs that don't just talk at consumers, but invite them in, empower them with knowledge, and ultimately help improve their health and quality of life through salmon."
What's New for 2026
MOWI's edutainment portfolio will continue to expand in 2026 with fresh content, new voices, and new platforms, including:
- Mowi Salmon TV YouTube Channel: The popular channel continues to grow with new collaborations featuring influencers, nutrition experts, and chefs, including Pauline Allor and Chef George Duran, delivering approachable, inspiring salmon content for everyday life. With 545,000+ Subscribers and 45,312,102 combined views, this platform continues to reach US household consumers and delight with salmon.
- DIY Celebrations at Home: A new content series showcasing creative ways to build full at-home entertaining experiences around salmon. This brings decorative scenes for celebrations while creating unique ways to present salmon in the table. The recently released social media clip for game-day moments is great example of this initiative and more to come: https://www.youtube.com/watch?v=gR0S6PFrbB0
- Salmon for a Healthy Life – Expanded for 2026
Building on the momentum launched in 2025, MOWI continues to expand its Salmon for a Healthy Life platform, developed in partnership with Brooke Sobh, registered dietitian and founder of multiple diet and nutrition centers across Tampa Bay, Florida. The series focuses on the powerful health benefits of salmon — from heart and brain health to everyday wellness — translating nutrition science into approachable, real-life guidance for consumers. One of the first four episodes has already emerged as the highest-viewed clip of the series: https://www.youtube.com/watch?v=YM4_WT3db44, signaling strong consumer appetite for credible, expert-led salmon education. In 2026, the platform will grow with additional content designed to further inform, inspire, and support healthier lifestyles through salmon. - Decoding Seafood by Mowi: A new season of the podcast returns with compelling guests and conversations, diving deeper into aquaculture, sustainability, nutrition, and the future of seafood. New season of episodes have just launched this January beginning with a group of thematics that talk about Salmon and Health.
- NEW YouTube Series: Restaurant Spotlight – Salmon on the Menu
Premiering on YouTube in March 2026, this original series is directed by James Ogle and hosted by Chef George Duran, who visits restaurants and connects with chefs to explore how salmon is sourced, prepared, and celebrated when dining out — giving consumers confidence and insight when choosing salmon on menus. - Michelin-Star Collaboration with Chef Alex Trim: Exclusive content on MOWI Salmon TV featuring Chef Alex Trim, a Michelin-star talent and culinary innovator, sharing his perspective on salmon, flavor, and modern dining. This new season to begin airing in the YouTube Channel April 2026.
Through these initiatives, MOWI continues to evolve how seafood brands show up — blending education with entertainment, and inspiration with trust — while helping consumers bring salmon into more meals, more confidently, and more often.
"It's an exciting time for Mowi and our edutainment series," says Diana Dumet, Senior Director of Marketing & Category at Mowi CP of Americas. "Over the past few years, we have built up a fantastic range of videos, podcasts and resources to help inform consumers about aquaculture, the benefits of eating sustainably sourced salmon and how to eat it. Now, with the help of nutritionists, chefs and other key people within our industry and beyond, we are stepping up our edutainment resources even more and we can't wait for everyone to dive in!"
As a leader in sustainable aquaculture, Mowi salmon is responsibly farm-raised, with MOWI brand products developed to meet the high standards of U.S. consumers. Mowi's edutainment series provides transparency on how its salmon is sustainably farm-raised, while showcasing the versatility of MOWI brand salmon products.
For more information on MOWI salmon, visit https://mowisalmon.us/ or follow on YouTube, Instagram and Facebook.
About Mowi
Mowi is the world's leading producer of sustainable farm-raised salmon, dedicated to delivering the highest quality seafood products with an unwavering commitment to environmental responsibility. With operations in 26 countries, Mowi is at the forefront of sustainable aquaculture, producing premium salmon known for its exceptional flavor, texture and nutritional value.
Learn more about Mowi company at https://mowisalmon.us/.
Learn more about MOWI brand's full range of products at
https://mowisalmon.us/products/.
https://www.facebook.com/mowisalmon.us/
https://www.instagram.com/mowisalmon.us/
https://www.youtube.com/@MOWISalmonUS
For media enquiries:
Kathryn Hudson-Melians
Trade Marketing Manager
Mowi CP of Americas
Phone: 305-794-5420
Email: kathryn.hudson-melians@mowi.com
SOURCE Mowi USA
FAQ**
How does Mowi ASA MNHVF plan to measure the effectiveness of its edutainment initiatives in increasing consumer knowledge and consumption of salmon?
What key partnerships is Mowi ASA MNHVF pursuing for its upcoming content series, and how will they enhance its edutainment platform?
Given the growing interest in sustainable proteins, what specific strategies does Mowi ASA MNHVF have to align its marketing efforts with broader dietary trends?
How does Mowi ASA MNHVF intend to engage and retain its audience across varying demographics as it expands its edutainment content in the US market?
**MWN-AI FAQ is based on asking OpenAI questions about Mowi ASA (OTC: MNHVF).
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