Kames rolls out MòR brand identity

The family-run company said: “The brand aims to reach out to chefs and restaurants and connect customers to what they are eating, celebrating the uniqueness of this fish and the provenance behind it.”

Mòr is Scottish Gaelic for “big” or “great”. The brand aims to emphasis the size and superior nature of the steelhead trout from Kames’ own broodstock programme, while stressing “Atlantic” identifies the fish as raised in the sea, with the clean water and strong currents of the Inner Hebrides – differentiating the product from river-based trout which can be associated with a muddy flavour.

“Steelhead” is the name given to rainbow trout (Oncorhynchus mykiss) that migrate from freshwater to the ocean when they become adults. In the wild this is a minority of the population, and one of Kames’ key achievements has been to develop a broodstock of trout that are adapted to thrive in salt water.

Kames is a family-run business on the west coast of Scotland, fronted by husband and wife Andrew and Cate Cannon. Andrew’s father Stuart, who founded the company, is Chairman.

Cate Cannon said: “We have our fish on the menu in so many amazing places but find that it’s often mis-labelled or mis-represented.

“Consumers these days want visibility and trust around what they are eating, and we are so proud of the quality of these fish and the sustainable way that we are growing them, on a small scale and working closely with our communities, that we feel the customer deserves that education piece and our trout deserves that recognition.”