In the developed world, salmon is now available on every fishmonger’s counter, in every retailer, and on every menu. It has grown from an expensive treat to an everyday commodity, and world production is touching 100 million metric tons.
With commodity status comes commodity prices, and intense competition to develop long-term, supply relationships, thereby avoiding a boom and bust cycle. However, large-scale buyers are known for being capricious, switching often between suppliers, which can leave farmers competing on the spot market to sell fish.
To avoid this scenario, the challenge for fish farmers is to find a USP to lift their salmon above the ordinary and turn it into a sought after named brand, rather than a commodity. One independent Scottish company, Loch Duart, has become a master at this and has reaped the rewards…