Mowi, a major salmon producer, has partnered with Michelin-trained chef Alex Trim to boost salmon consumption in the United States. Trim will demonstrate salmon recipes at trade shows and events while sharing creations on Mowi's channels. The collaboration aims to highlight the fish's versatility for home cooking.
Mowi, which operates salmon farms in Scotland, Chile, Canada, and Norway, has enlisted Alex Trim, a chef with Michelin-starred experience, to promote its products in the American market. Trim will integrate into the Mowi US team, participating in trade shows and other events to conduct cooking demonstrations that emphasize salmon's taste and adaptability in various dishes.
In addition to live sessions, Trim intends to develop and distribute visually appealing recipes through Mowi's social media and other platforms. He expressed enthusiasm for the partnership, stating, "High quality products are so important when creating recipes, whether they are for a special occasion or as a midweek family meal, so I’m really looking forward to getting in the kitchen and seeing what we can cook up with Mowi salmon."
Trim further noted, "Using my experience built up at some of the finest restaurants, I love showing people how they can create this same magic at home. So, if you’re ready to elevate mealtimes with dishes that look like art while tasting amazing, make sure you follow Mowi’s social media channels where I’ll be waiting to show you how."
Trim's professional background includes training at the Michelin-starred Alinea in Chicago, advancing to sous chef at Tru, a two-Michelin-star restaurant in the same city. He later worked with the LEYE Restaurant Group, contributing to menu development and the introduction of several notable dining concepts. More recently, he shifted to private dining, applying high-end culinary standards in personalized settings.
Diana Dumet, senior director of Marketing & Category at Mowi CP of Americas, commented, "We are honoured to welcome Chef Alex Trim to Mowi, where he will help us bring his expertise in fine dining to consumers at home." This initiative underscores Mowi's efforts to connect premium aquaculture with everyday American kitchens.