The branding plays on the provenance of the salmon, which is raised in the Arctic Circle, where the water is cold and the salmon takes 3-4 months longer to grow than in more temperate climes.
“There is a strong consumer trend of growing interest in geographical origin and identity, which so far have been very evident in food from agriculture. Now, Cermaq’s salmon from Norway will reach the customers with a clear Arctic identity,” the firm states.
"The Arctic has its own identity, with magnificent nature, tough conditions, and cold and pure water. Here we produce salmon with Arctic effect that has specific product qualities. These are some of the elements in the origin of True Arctic Salmon, and what conscious consumers care about," says Arild Aakre, Cermaq's global sales and marketing director