Mowi Expands U.S. Footprint with Innovative Salmon Products at Expo West 2026
Event summary
- Mowi USA will showcase its MOWI and Ducktrap brands at Natural Products Expo West 2026, held March 3-6 in Anaheim, California.
- The company has extended its booth (N1641) to feature new products, including MOWI Fjord Norwegian Salmon Burgers and Ducktrap Hot Honey Atlantic Salmon.
- Michelin-trained chef Alex Trim will demonstrate salmon preparation at the booth.
- This is Mowi's second consecutive year attending Expo West, indicating a strategic focus on the U.S. natural and organic food market.
The big picture
Mowi's participation in Expo West underscores its push to strengthen its position in the U.S. natural and organic food market, where sustainable protein demand is growing. The company's focus on product innovation and chef-led demonstrations aligns with broader industry trends toward premiumization and convenience in seafood categories. As the world's largest salmon producer, Mowi's strategic moves in this segment could reshape competitive dynamics in sustainable protein markets.
What we're watching
- Product Differentiation
- How Mowi's new product innovations will position it against competitors in the premium salmon category.
- Retail Partnerships
- Whether Expo West will yield meaningful retail distribution agreements for Mowi's expanded product line.
- Consumer Trends
- The pace at which U.S. consumers adopt premium, sustainable salmon products in the natural and organic segment.
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