Mowi signs top Michelin chef for US drive

The collaboration is with Alex Trim who will join the Mowi US team at trade shows and other events, where he plans to showcase the versatility and taste of salmon through cooking demonstrations.

He also plans to create eye-catching recipes that will be shared across the various Mowi channels.

Mowi, which farms in Scotland, Chile and Canada as well as Norway, is a major provider of the pink fish to Americans.

Alex Trim said: "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.”

He added: "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 began his career training at the world-renowned Michelin-starred Alinea in Chicago, and later rose to Sous Chef at Tru, the city’s iconic two-Michelin-star institution.

He then continued his journey with the prominent LEYE Restaurant Group, where he contributed to menu development and played a key role in the launch of multiple high-profile concepts. A few years ago he pivoted to private dining, bringing Michelin-level execution into more intimate, bespoke settings.

Diana Dumet, senior director of Marketing & Category at Mowi CP of Americas, said: "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.”