Mowi CP of Americas Overhauls SENA Presence with New Products, Packaging, and Booth Design
Event summary
- Mowi CP of Americas will debut a 1,600-square-foot redesigned booth at Seafood Expo North America 2026 (Booth #217).
- The company will unveil new product platforms and packaging redesigns for MOWI, Ducktrap, and Marine Harvest by Mowi brands.
- Ducktrap's new packaging will begin rolling out in 2026 and transition fully through 2027.
- Celebrity Chef George Duran will showcase MOWI and Ducktrap products at the Food Innovation Pavilion.
The big picture
Mowi CP of Americas' ambitious SENA 2026 presence reflects the growing importance of experiential marketing in the seafood industry. As the world's largest salmon producer, Mowi is leveraging this platform to reinforce its commitment to sustainability and innovation, key differentiators in an increasingly conscious consumer market. The packaging redesign signals a strategic shift to modernize its brand identity across multiple product lines.
What we're watching
- Brand Refresh Impact
- Whether Mowi CP of Americas' packaging and booth redesign can effectively reposition its brands in a competitive seafood market.
- Product Innovation
- How the new product platforms and flavor profiles will perform against established competitors.
- Sustainability Messaging
- The effectiveness of Mowi's Leading the Blue Revolution strategy in differentiating its offerings at SENA 2026.
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