Big fish, little fish

Big fish eating little fish

The salmon sector in Norway appears to be embarking on a journey that Scottish producers took many years ago – the journey of evolving from being an industry of many producers to just a handful.

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Will they buy this story?

Salmon farmers in Iceland are planning to market salmon grown on land-based farms, in water filtered through lava rocks and with minimal impact on the environment. It’s a great story but, Dr Martin Jaffa asks, is it one for which consumers are willing to pay a potentially hefty premium? Read the full article starting page…

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