Lochmuir is a brand name for salmon created by UK retailer Marks & Spencer to help market Scottish salmon. The name was chosen by a panel of consumers as it represented and reinforced the concept that the salmon was from Scotland. The fish is sourced from salmon fish farms in various regions of Scotland.[citation needed] The name brand was launched in mid-2006.[1][2][3][4][5][6]

The salmon is farmed at sites around Scotland by supplier Scottish Sea Farms.[7] According to the supplier, it is grown on farms in Scotland, Shetland and Orkney.[8] The salmon are given a unique feed to make them rich in omega-3 fatty acid,[9] and are allowed to grow more slowly than the Norwegian salmon that make up most of the UK supply.[9]

References

  1. ^ (19 August 2006). M&S Lochmuir salmon... only Lochmuir doesn't exist, The Scotsman
  2. ^ Clay, Xanthe (15 December 2011). Well farmed salmon is key to sustainability, The Daily Telegraph
  3. ^ (2 July 2009). Does M&S need to change the recipe for success?, The Herald (Glasgow)
  4. ^ Schofield, John & Rosy Szymanski Local Heritage, Global Context: Cultural Perspectives on Sense of Place, p. 43 (2011)
  5. ^ (20 August 2006). M&S fakes loch to launch salmon, The Times
  6. ^ Rothman, Josh (22 November 2011). Where Is "Hillshire Farm," Anyway?, Boston Globe
  7. ^ (16 November 2011). The Branding Genius Behind Sticking A Place Name On Food Products, Business Insider
  8. ^ Brands: Lochmuir Archived 2012-01-15 at the Wayback Machine, Scottishseafarms.com, Retrieved February 15, 2012
  9. ^ a b (10 June 2011). Scottish Sea Farms wins award for Best Finfish Farm in Scotland Archived 2013-01-23 at archive.today, Fish Update ("Scottish Sea Farms also won two other award categories. Farm Manager of the Year is David Duffy from Dunstaffnage. David joined Scottish Sea Farms as a school leaver 16 years ago and the award recognises his contribution to developing the Lochmuir salmon farming programme for Marks & Spencer.")
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