What are Mission Vision & Core Values of Mowi Company?

The Mowi mission is a concise statement encapsulating the company's core purpose. It outlines the "what," "who," and "how" of Mowi's operations. Understanding this mission is crucial for grasping Mowi's overall strategy and its impact on the aquaculture industry.

Mowi's mission targets a broad audience: the "growing world population." This global scope is significant, reflecting Mowi's ambition to be a leading provider of seafood worldwide. The focus on "delicious, healthy, and nutritious food" appeals to health-conscious consumers globally.

The core product is food from the ocean, with Atlantic salmon being the primary offering. The unique value proposition lies in the emphasis on quality, health, and sustainability. Mowi aims to differentiate itself by producing food that is not only enjoyable but also ethically and environmentally responsible.

Mowi's integrated value chain is a key element in operationalizing its mission. This control, from feed to plate, allows Mowi to ensure quality and sustainability throughout the process. For instance, in 2023, Mowi produced approximately 460,000 metric tons of salmon, demonstrating its commitment to providing food from the ocean on a large scale.

Sustainability is a cornerstone of Mowi's mission. This includes producing its own environmentally certified feed and investing in post-smolt strategies to improve fish welfare. These actions reflect Mowi's commitment to respecting the planet and supporting local communities. Mowi's focus on sustainability is a key part of its Mowi strategy.

Mowi's mission is customer-centric, focusing on providing healthy and delicious food. This approach is evident in its investments in quality control and product innovation. For example, Mowi's focus on reducing its carbon footprint and improving fish welfare directly benefits consumers. Learn more about Mowi's business model by reading this article: Revenue Streams & Business Model of Mowi.

The term "Blue Revolution" is a strategic choice, drawing a parallel to the Green Revolution in agriculture. It implies a significant increase in food production from aquatic environments, but with a strong emphasis on sustainability and responsible practices. This suggests a focus on minimizing environmental impact while maximizing output.

Mowi's vision is not limited to local or regional markets; it's a global ambition. The company aims to lead a significant shift in food production worldwide, impacting how seafood is farmed, processed, and consumed. This broad scope reflects Mowi's confidence in its ability to drive industry-wide changes.

Given Mowi's current market position as the world's largest Atlantic salmon farmer, the vision, while aspirational, is potentially realistic. With approximately 20% market share in 2024 and significant investments in R&D, digitalization (Mowi 4.0), and post-smolt technology, the company is well-positioned to lead industry advancements. Their commitment to sustainability, reflected in their top rankings in the industry, further supports this vision.

Sustainability is a fundamental aspect of Mowi's vision. The "Blue Revolution" is not just about increasing production; it's about doing so responsibly. This includes minimizing environmental impact, ensuring the welfare of the salmon, and contributing to the long-term health of the oceans. This commitment is evident in their environmental practices.

Mowi's vision is heavily reliant on innovation and technology. Investments in areas like post-smolt technology, which reduces the time salmon spend in the sea, and digitalization through Mowi 4.0 are crucial to achieving their goals. These advancements enable greater efficiency, sustainability, and traceability throughout the value chain.

The vision is closely aligned with Mowi's overall Mowi strategy and strategic objectives. It provides a clear direction for the company's investments, research, and operational decisions. This alignment ensures that all activities contribute to the overarching goal of leading the "Blue Revolution." For more details on Mowi's strategic approach, you can explore the Growth Strategy of Mowi.

Mowi's vision of 'Leading the Blue Revolution' fuels innovation and strategic decisions, positioning the company at the forefront of the aquaculture industry. This vision drives the development of new technologies and strategic acquisitions.

The Mowi 4.0 initiative focuses on digitalization and automation in farming and processing. This initiative aims to improve efficiency and sustainability across all operations.

The acquisition of a controlling stake in Nova Sea, increasing Mowi's ownership from 49% to 95% in early 2025, strengthens its market position in Norway and supports its volume growth ambitions.

Sustainability is a fundamental element of Mowi's mission and core values, deeply embedded in its strategy and operations. This commitment is demonstrated through various initiatives and measurable outcomes.

Mowi's 'Leading the Blue Revolution Plan' outlines specific commitments and KPIs related to environmental and social performance, ensuring accountability and progress towards its sustainability goals.

Mowi has been consistently ranked as the most sustainable animal protein producer by the Coller FAIRR index for six consecutive years, a testament to its commitment to sustainable practices.

Mowi effectively communicates its mission, vision, and core values to stakeholders through various channels, ensuring transparency and building trust. This transparency is crucial for maintaining stakeholder confidence and demonstrating accountability.

Mowi uses its annual reports and company website to share its mission, vision, and core values. The 'Leading the Blue Revolution Plan' is a detailed document outlining sustainability commitments and actions, providing stakeholders with a clear understanding of the company's approach.

The alignment between stated values and business practices is demonstrated by Mowi's consistent high ranking in sustainability assessments and its investments in environmentally conscious technologies. For example, Mowi has consistently scored above 80% in the Coller FAIRR Index, a leading assessment of protein producers' sustainability performance.

Mowi's ONE Mowi operational excellence program, guided by its core values, ensures alignment in day-to-day operations. Mowi also engages with stakeholders through surveys, trade fairs, and meetings to understand needs and build trust, aligning with the value of Trust. These initiatives help Mowi achieve its Mowi goals.