Celebrations as Proximar sells its first Mount Fuji salmon

Proximar Seafood has sold the first salmon from its Mount Fuji facility straight into the Japanese market. This achievement for the company also marks the first harvest in Japan of domestically produced farmed salmon.

Joachim Nielsen, CEO of Proximar Seafood, declared: “The completion of the first commercial harvest is marking an operational and commercial pivotal milestone.

“Proximar is the only supplier of domestically produced Atlantic salmon in Japan, years ahead of competition.”

He added: “We have since October 2022 proven great production capabilities and fish growth, and I am now immensely proud to see all the hard work from our excellent team being commercially validated through the first harvest.”

There was strong interest in the sale with the fish fetching attractive prices.

The harvested salmon averaged 4 kg HOG (head on, gutted) with 100% superior quality, and Proximar confirms that the price achievement aligns with the company’s expectations of premium prices compared to the import price to Japan of Norwegian Atlantic salmon.

Nielsen said: “Our Atlantic salmon shows high quality and based on the feedback from our partners and others, I am confident that we are providing Japanese consumers with a longed-for local product with unparalleled freshness.

“The harvested fish will be shipped to customers in the Greater Tokyo region. This was a trial harvest of approximately 1.2 tonnes, to confirm that all equipment and processes work smoothly. Proximar plans to initiate daily harvesting in late October.”

Proximar is also releasing a new brand name and logo: “Fuji Atlantic Salmon”. This trademark will be used to build Proximar’s brand in Japan and Asia, positioning the company as the market leader of Japanese produced Atlantic salmon to the Asian consumers.

“Mount Fuji is an iconic landmark in Japan, and the area is known for high quality water resources. The location of Proximar at the foot of Mount Fuji is believed to have a positive value in terms of marketing and branding, not only in Japan but also in the entire Asian region,” Nielsen said.