Mowi Business Model Canvas

Mowi's commitment to innovation is significantly bolstered by its partnerships with research and development institutions. These collaborations are crucial for advancing aquaculture technology, particularly in areas like superior genetics for faster growth and disease resistance, and developing novel solutions for disease prevention and treatment.

These R&D alliances enable Mowi to explore and implement more sustainable farming practices, including optimizing feed formulations with alternative ingredients to reduce reliance on wild-caught fish. For instance, in 2023, Mowi continued its focus on feed innovation, with research into insect meal and algae as protein sources for salmon feed, aiming to improve the environmental footprint of aquaculture.

Mowi's key partnerships extend to technology innovators like Innovasea, crucial for deploying advanced environmental monitoring and smart farming systems. These collaborations enable real-time data on water quality, directly benefiting fish health and optimizing operations such as feeding strategies, as seen in Mowi's 2024 digital transformation investments.

Securing high-quality raw materials for fish feed involves vital partnerships with ingredient suppliers, ensuring consistent access to components like fish oil and fishmeal. The strategic importance of these relationships is highlighted by the fluctuating global prices for ingredients, with fishmeal alone trading for over $2,000 per metric ton in 2024, underscoring the need for cost management through strong supplier ties.

Collaborations with R&D institutions are fundamental for advancing aquaculture technology, focusing on areas like genetics for disease resistance and sustainable feed solutions. Mowi's 2023 research into insect meal and algae as protein sources exemplifies these efforts to reduce reliance on wild-caught fish and improve environmental footprints.

Mowi's extensive network of partnerships with major retailers, wholesalers, and food service providers globally ensures efficient product distribution and market access. The company's 2023 performance showed strong growth in its consumer products division, directly attributable to these vital retail and food service collaborations.

Strategic acquisitions and joint ventures, such as Mowi's increased stake in Nova Sea, are key to expanding harvest capacity and operational reach. These alliances bolster Mowi's long-term growth by diversifying its asset base and providing access to new markets and technologies.

Mowi's key activity involves transforming raw salmon into a wide array of products, encompassing fresh, frozen, and sophisticated value-added items such as smoked salmon and convenient ready-to-eat meals. This processing is crucial for diversifying their offerings and meeting the dynamic demands of consumers worldwide.

In 2024, Mowi continued to emphasize its value-added segment, which typically commands higher margins. The company reported strong performance in its value-added products division, contributing significantly to its overall revenue and profitability, reflecting a growing consumer appetite for convenient and premium seafood options.

Mowi's key activities span the entire salmon value chain, from advanced breeding and hatchery operations to grow-out in ocean pens, ensuring stringent quality control. This integrated model is supported by a focus on optimizing biological performance, aiming for efficient growth and low mortality rates.

The company also manufactures its own certified fish feed, a crucial element for managing costs and product quality, with its feed division generating NOK 19.3 billion in revenue in 2023. Furthermore, Mowi transforms raw salmon into diverse products, including value-added items like smoked salmon, with a strong emphasis on this segment in 2024 for higher margins.

Global sales, marketing, and branding are vital, with Mowi leveraging brands like Mowi and Marine Harvest across continents, supported by digital and sustainability-focused campaigns in 2024. Research and development are also central, driving innovation in feed, genetics, and fish welfare, with a commitment to reducing greenhouse gas emissions and responsible resource management as part of its 'Leading the Blue Revolution' strategy.

Mowi's business model relies heavily on its owned and operated processing plants and feed mills. These facilities are crucial for transforming harvested salmon into a wide range of consumer products and for manufacturing specialized feed, giving Mowi significant control over its entire value chain.

In 2024, Mowi operated 46 processing plants globally. These plants processed approximately 500,000 metric tons of salmon. The company's investment in these industrial assets underpins its ability to maintain quality and efficiency from sea to table.

Furthermore, Mowi's eight feed mills produced around 500,000 metric tons of specialized fish feed in 2024. This vertical integration in feed production is vital for optimizing fish health and growth, directly impacting the quality and cost-effectiveness of its salmon farming operations.

Mowi's key resources include its biological assets, such as fish stocks, and its extensive aquaculture licenses and strategically located farming sites. These are complemented by its owned processing plants and feed mills, which provide control over the value chain. The company also leverages its strong brands and proprietary technologies, alongside its skilled workforce, to maintain its competitive edge.

Mowi's position as the world's largest Atlantic salmon producer, with operations spanning Norway, Scotland, Canada, Chile, and the Faroe Islands, underpins its value proposition of global supply and consistent product availability. This extensive operational footprint allows Mowi to mitigate regional risks and ensure a steady flow of high-quality salmon to markets worldwide, guaranteeing year-round access for consumers and businesses alike.

In 2023, Mowi reported a total harvest volume of 476,000 tonnes of Atlantic salmon, demonstrating its immense scale and capacity to meet global demand. This consistent output is crucial for maintaining stable pricing and ensuring that customers, from major retailers to smaller distributors, can rely on Mowi for their salmon needs throughout the year, irrespective of seasonal fluctuations in specific regions.

Mowi's integrated value chain, from feed to processing, ensures consistent quality and traceability, building significant consumer trust. This end-to-end control is a cornerstone of their offering, guaranteeing high standards across all products. By managing every step, Mowi instills confidence in the safety and origin of their seafood, a critical factor for today's informed consumers.

Their commitment to sustainable and responsible aquaculture is a key differentiator, appealing to a growing market segment. Mowi actively invests in improving feed efficiency and reducing environmental impact, demonstrating leadership in ethical sourcing. This dedication to environmental stewardship, including efforts to combat sea lice, positions them favorably in a market prioritizing eco-friendly products.

As the world's largest Atlantic salmon producer, Mowi offers global supply and consistent availability. Their extensive operations mitigate regional risks, ensuring a steady flow of high-quality salmon year-round. In 2023, Mowi harvested 476,000 tonnes, showcasing their capacity to meet global demand and provide reliable supply for customers worldwide.

Mowi provides a diverse range of salmon products, including fresh, frozen, and value-added options, distributed under well-recognized brands. This broad portfolio caters to various consumer preferences and culinary applications, from retail to foodservice. Their brands, like Gordon’s, are popular in European supermarkets, highlighting their market reach and adaptability.

Mowi drives innovation in seafood offerings and consumer engagement through product development and educational campaigns like MOWI Salmon TV. They aim to make salmon a household staple by increasing consumer knowledge about its health benefits and sustainable production. This strategy expands market share and solidifies salmon's position as a preferred protein.

Mowi actively fosters trust by openly sharing its sustainability progress and future goals through detailed annual reports and participation in public indexes. This commitment to transparency assures consumers that Mowi’s products are sourced and produced with strong ethical and environmental considerations.

For instance, in their 2023 sustainability report, Mowi highlighted a 10% reduction in greenhouse gas emissions intensity compared to 2022. This clear communication about environmental impact directly addresses customer concerns and reinforces Mowi's dedication to responsible practices.

Mowi builds strong relationships by offering dedicated support and sharing its deep aquaculture expertise with industrial and professional clients. This collaborative approach helps partners optimize their operations and product quality, fostering mutual growth.

The company also engages consumers directly through platforms like MOWI Salmon TV and social media, educating them on sustainability and building brand loyalty. In 2023, Mowi's revenue of NOK 24.4 billion underscores the effectiveness of these consumer-facing efforts.

Transparency is key, with Mowi sharing sustainability progress, such as a 10% reduction in greenhouse gas emissions intensity in 2023, to build consumer trust.

Mowi actively seeks customer feedback via helplines and online platforms, using these insights to refine products and drive innovation, ensuring offerings meet market demands.

Mowi serves industrial processors who transform its salmon into various seafood products. These transactions are characterized by bulk sales and often secured through long-term supply agreements, ensuring a consistent demand for Mowi's raw material.

In 2024, Mowi's industrial and further processing sales segment plays a crucial role in its overall revenue. While specific segment figures are typically detailed in annual reports, the company's commitment to these B2B relationships underscores its strategy of diversifying its customer base beyond direct retail or food service.

Mowi's channels are diverse, encompassing wholesale, retail, and direct sales to the Horeca sector. They also supply industrial processors and are exploring digital engagement. This multi-faceted approach ensures broad market penetration and caters to different customer needs.

In 2024, Mowi's extensive logistics network, including company-owned distribution centers and a fleet, was crucial for maintaining product freshness and efficient delivery across its global operations. This vertical integration allows for significant control over the supply chain, from sourcing to the final customer.

Mowi's digital presence is growing, with websites and social media serving as key platforms for consumer engagement, education, and potential e-commerce expansion. These channels provide valuable consumer insights that inform business strategy.

Seafood wholesalers and distributors are key partners, buying Mowi's salmon in large quantities. These businesses then supply a diverse range of customers, from neighborhood grocery stores to independent restaurants and niche seafood markets. In 2023, Mowi reported total sales of €2.2 billion, with a significant portion flowing through these wholesale channels to ensure broad market penetration.

Mowi's customer base is diverse, encompassing global retail chains, restaurants, and industrial processors. These segments require consistent, high-quality salmon, often with specific product formats and delivery schedules. In 2024, Mowi continued to serve these varied needs, solidifying its position as a primary supplier. The company's ability to cater to both bulk industrial needs and specialized food service requirements highlights its operational flexibility.

Processing and production costs are a significant component of Mowi's business model, encompassing expenses related to operating their processing plants. These include labor wages, energy consumption for refrigeration and machinery, packaging materials to ensure product integrity, and rigorous quality control measures. For instance, in 2023, Mowi reported substantial operational expenses in their processing segment, reflecting these ongoing costs.

Mowi actively seeks to mitigate these processing and production costs through strategic investments in automation and efficiency improvements. By implementing advanced technologies and optimizing workflows, the company aims to reduce labor requirements, minimize energy usage, and streamline material handling. These initiatives are crucial for maintaining competitive pricing and enhancing profitability in the aquaculture industry.

Mowi's cost structure is heavily influenced by its integrated value chain, with feed representing the largest single expense. Operational costs, including farming, processing, and logistics, are also significant drivers. Investments in R&D and sustainability are crucial for long-term competitiveness.

Mowi's feed division, while largely catering to its internal fish farming operations, also extends its high-quality fish feed to external aquaculture companies. This external sales channel represents a significant revenue stream, capitalizing on Mowi's advanced feed production capabilities and deep industry knowledge.

In 2023, Mowi's feed segment reported revenues of NOK 12.9 billion, demonstrating the commercial viability of its external sales. This segment's performance underscores Mowi's strategic advantage in controlling feed quality and costs internally while also generating income from its expertise in feed formulation and manufacturing.

Mowi's revenue streams are robust and diversified, extending beyond fresh salmon sales to encompass value-added products, feed sales, and by-product utilization.

In 2024, Mowi's strategy to boost revenue from processed and value-added items continued to yield positive results, with these segments showing strong growth. This focus on higher-margin products is a key driver of profitability.

The company's feed division, which also serves external clients, generated NOK 13.5 billion in revenue in 2023, highlighting its commercial success. By-product sales, including fishmeal and fish oil, further diversify income and support a circular economy model.