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

AW Neill Elementary School in Port Alberni. (NEWS FILE PHOTO)
SD70 chooses new name for AW Neill School in Port Alberni

New name honours Nuu-chah-nulth Peoples’ connection to region

Douglas Holmes, current Alberni-Clayoquot Regional District chief administrative officer, is set to take on that position at the Regional District of Nanaimo come late August. (Submitted photo)
Regional District of Nanaimo’s next CAO keen to work on building partnerships

Douglas Holmes to take over top administrator role with RDN this summer

Ron MacDonald fields questions at a news conference in Halifax on Sept. 27, 2011. THE CANADIAN PRESS/Andrew Vaughan
Finding ‘comfortable’ indigenous monitor tough task in Tofino-area shooting death

Julian Jones case hampered by difficulty finding a civilian comfortable with privacy protocols

Port Alberni RCMP officer in command Insp. Eric Rochette presents longtime community policing volunteer Louie Aumair with a OIC appreciation certificate. (SUBMITTED PHOTO)
Port Alberni RCMP honour longtime volunteer

First responders receive support from broader community

The Dock+ is located on Harbour Road in Port Alberni. (SUSAN QUINN / Alberni Valley News)
PROGRESS 2021: Port Alberni’s food hub still growing a year later

The Dock hopes to open a retail store on Alberni’s busy waterfront

At an outdoor drive-in convocation ceremony, Mount Royal University bestows an honorary Doctor of Laws on Blackfoot Elder and residential school survivor Clarence Wolfleg in Calgary on Tuesday, June 8, 2021. THE CANADIAN PRESS/Jeff McIntosh
‘You didn’t get the best of me’: Residential school survivor gets honorary doctorate

Clarence Wolfleg receives honorary doctorate from Mount Royal University, the highest honour the school gives out

Two-year-old Ivy McLeod laughs while playing with Lucky the puppy outside their Chilliwack home on Thursday, June 10, 2021. (Jenna Hauck/ Chilliwack Progress)
VIDEO: B.C. family finds ‘perfect’ puppy with limb difference for 2-year-old Ivy

Ivy has special bond with Lucky the puppy who was also born with limb difference

A million-dollar ticket was sold to an individual in Vernon from the Lotto Max draw Friday, June 11, 2021. (Photo courtesy of BCLC)
Lottery ticket worth $1 million sold in Vernon

One lucky individual holds one of 20 tickets worth $1 million from Friday’s Lotto Max draw

“65 years, I’ve carried the stories in my mind and live it every day,” says Jack Kruger. (Athena Bonneau)
‘Maybe this time they will listen’: Survivor shares stories from B.C. residential school

Jack Kruger, living in Syilx territory, wasn’t surprised by news of 215 children’s remains found on the grounds of the former Kamloops Indian Residential School

A logging truck carries its load down the Elaho Valley near in Squamish, B.C. in this file photo. THE CANADIAN PRESS/Chuck Stoody
Squamish Nation calls for old-growth logging moratorium in its territory

The nation says 44% of old-growth forests in its 6,900-square kilometre territory are protected while the rest remain at risk

Flowers and cards are left at a makeshift memorial at a monument outside the former Kamloops Indian Residential School to honour the 215 children whose remains are believed to have been discovered buried near the city in Kamloops, B.C., on Monday, May 31, 2021. THE CANADIAN PRESS/Darryl Dyck
‘Pick a Sunday:’ Indigenous leaders ask Catholics to stay home, push for apology

Indigenous leaders are calling on Catholics to stand in solidarity with residential school survivors by not attending church services

Cannabis bought in British Columbia (Ashley Wadhwani/Black Press Media)
Is it time to start thinking about greener ways to package cannabis?

Packaging suppliers are still figuring eco-friendly and affordable packaging options that fit the mandates of Cannabis Regulations

“They will never be forgotten, every child matters,” says Sioux Valley Chief Jennifer Bone in a video statement June 1. (Screen grab)
104 ‘potential graves’ detected at site of former residential school in Manitoba

Sioux Valley Dakota Nation working to identify, repatriate students buried near former Brandon residential school

Most Read