Strategy & Vision

SalMar’s vision is to be the most cost effective supplier of salmon and salmon products while maintaining high standards with respect to biology, ethical production and quality. With international competition increasing all the time, low production costs are a vital competitive parameter to achieve strong margins and a good return on equity.

SalMar is uncompromising with respect to quality and meeting the ethical standards associated with biological production. The company wishes to continue investing in biological development to enable further industrialisation. SalMar also aims to increase the level of salmon processing undertaken so that a larger proportion of the value added is retained within the company. Increased local processing will also have environmental benefits through a reduction in exports of whole fish, the head and bones of which are largely discarded by the consumer.

This increased industrialisation and in-house processing will materialise with the realisation of the InnovaMar project in Frøya. InnovaMar is intended to be the world’s most innovative and cost-effective salmon harvesting and processing plant. Construction of the InnovaMar facility commenced in the first quarter of 2009. When it is completed in the first half of 2010, the facility will allow SalMar to gradually and in accordance with market trends reduce the proportion of its total output which is exported as whole gutted salmon.

Moving forward creating and developing secure, interesting and profitable workplaces will remain an important objective for SalMar. The further development of SalMar’s company culture and the SalMar Standards will be achieved through a -continuation of the SalMar School.