June 20, 2016

Cermaq to brand company towards retail market

Cermaq is building its global marketing organisation in the light of a salmon market that is "changing away" from the commodity market, as well as a need to meet new opportunities in the retail market, the company announced.  

Retailers in main markets will play a bigger role going forward, and Cermaq's goal is to become customers' most preferred supplier of sustainable salmon, Jon Hindar, the company's CEO, said.

Cermaq has recently reorganised its global sales into four regions covering the main markets (Asia, Europe, Latin America and North America) and strengthened sales organisations with local marketing resources.

With Anders Tofte Wilhelmsen as group marketing director, the new structure is in place. Wilhelmsen was previously the Nordic marketing manager in Mondelez International, and has a considerable international experience with Jotun, a Norwegian-based global paint company.

Cermaq's ambition is to become a global brand in the industry. Despite its lack of popularity beyond existing customers, it is in good position as it holds several qualities which have not been profiled towards a wider market. "This is an inspirational challenge which I cannot wait to embark on," Wilhelmsen remarked.

Cermaq's investment in marketing is part of the company's new strategy which aims at supporting leadership within four strategic areas: customers, operations, sustainability and people.