Marubeni is the exclusive distributor in Japan for all Atlantic salmon produced by the closed recirculating aquaculture system.
Proximar has begun the sale of its first commercial harvest of Atlantic salmon from its land-based facility near Mount Fuji in Japan. This marks a significant milestone as it represents the first time domestically produced Atlantic salmon has been harvested in Japan.
Following the trial harvest in late September, where around 1.2 tonnes of salmon were harvested with an average weight of 4 kg HOG (head-on gutted), the company is preparing for daily harvests to begin by the end of October.
The salmon is being sold under the newly launched “Fuji Atlantic Salmon” brand, with the first batches already reaching stores across Japan this week.
In line with their focus on quality and freshness, Proximar’s salmon is seen labelled with the phrase “無凍結です!” meaning “Never Frozen!”—a significant selling point in the Japanese market, where consumers highly value fresh, unfrozen seafood. The label also prominently features “Shizuoka Prefecture,” emphasizing the local origin of the product, and indicates that the salmon is sashimi-grade, further appealing to the high standards of Japanese consumers.
The harvested fish will be distributed to the Greater Tokyo region through Proximar’s exclusive distribution partner, Marubeni. Under a 10-year agreement, Marubeni will handle all sales of Proximar’s domestically produced salmon.
Marubeni, which already has a market share in Japan for handling wild and sea-farmed salmon, views this project as part of a broader initiative to meet Japan’s rising demand for sustainable seafood.
Through its new brand and strategic distribution partnership with Marubeni, Proximar aims to secure a strong position in the Japanese market. The company’s long-term target is to produce 5,300 tonnes of Atlantic salmon annually, with expected combined harvest volumes of 4,700 tonnes over 2024 and 2025.
