The salmon industry’s PR machine is in about to kick into overdrive—here’s why.
Sjømat Norge has launched a major public relations campaign, including advertisements on Norwegian public television, in an effort to build broader acceptance for salmon farming. The message is clear: the industry wants to be seen as open, responsible, and committed to addressing its challenges. The visuals are polished, the messaging well-crafted—but is this campaign arriving years too late?
For an industry that has long been on the defensive, this marks a notable shift. Historically, salmon farming’s biggest players have focused their communication efforts within industry circles, responding reactively to criticism rather than proactively shaping the narrative. Now, with public trust in aquaculture increasingly polarized, Sjømat Norge is trying to reposition the sector as transparent and solution-driven.
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The problem? The battle for public perception has already been fought—and largely lost—in many areas.
Critics of the industry have spent years defining the debate, highlighting concerns over fish welfare, environmental impact, and industry consolidation. Meanwhile, salmon farmers have often been slow to engage meaningfully with a skeptical audience beyond corporate reports and industry conferences. The lack of early, sustained engagement means that, for many, this campaign will read more like damage control than genuine outreach.
The campaign’s core message—that salmon farming is evolving, improving, and listening—deserves attention. The industry has made significant strides in technology, sustainability efforts, and fish health. But whether this message resonates with the public depends on credibility, and credibility is built over time. Transparency cannot be switched on like a light—trust must be earned through consistent, open dialogue, not just an advertising blitz.
So, is this effort worthwhile? Yes. Is it overdue? Absolutely.
If Sjømat Norge truly wants to shift public perception, this campaign must be the start of something far bigger: a long-term commitment to open discussion, real engagement, and visible change. A good video is a start, but real transparency requires more than just a marketing budget.
