ASC DISCOVERY TOUR IN SCOTLAND’S WORLD-LEADING SALMON SECTOR

ASC Discovery Tour brings certification to life in Scotland’s world-leading salmon sector. U.S. and Italian seafood buyers experience how ASC standards drive innovation and trust from feed to fork.

Aquaculture Stewardship Council (ASC) has hosted its latest Discovery Tour in Scotland, welcoming seafood buyers from the United States and Italy to experience ASC-certified salmon farming first-hand.

Over three days, participants visited a range of certified farms, feed mills and processing facilities operated by Mowi Scotland and Bakkafrost Scotland, gaining valuable insight into how responsible aquaculture is practised in one of the world’s most renowned salmon-producing nations.

Showcasing responsible aquaculture from feed to fork
The tour began in Edinburgh, where guests joined ASC staff for a welcome dinner before setting off to visit the Mowi processing facility in Rosyth, which handles ASC-certified salmon for both domestic and international markets.

Travelling north through the picturesque Highlands, participants explored the full supply chain of responsible aquaculture — including a recirculating aquaculture system (RAS) site and a feed mill producing ASC-conforming feed. Visits concluded with on-site experiences at two ASC-certified loch-based salmon farms, both recognised for their commitment to environmental stewardship, fish welfare and community engagement.

Building global connections
Participants included senior seafood buyers and sourcing specialists from U.S. wholesaler giant, Sam’s Club and cruise line Holland America and Italian supermarket chain, Italmark. The tour provided a platform for collaboration, transparency and shared learning between international markets and Scottish producers.

Ally Dingwall, Chief Technical Officer with ASC said:

“I would like to thank the teams at Mowi Scotland and Bakkafrost Scotland for hosting us and showcasing Scottish farmed salmon at its best.

“Seeing responsible aquaculture in action brings ASC’s standards to life. The Discovery Tour gives buyers the chance to meet producers, witness the care and innovation behind certified farming, and understand the challenges and the difference ASC certification makes for people, fish and the planet.

“Scotland has an impressive history of innovation in salmon farming. From advanced feed technology to welfare-focused farming systems, Scottish producers set a global benchmark that can inspire progress in international markets — including the U.S. and Italy, where demand for responsibly produced, traceable and ethically sourced seafood continues to rise.”

From certification to trust
By visiting farms and facilities across Scotland, guests experienced how ASC standards are implemented at every stage of production — from feed sourcing and fish welfare to community involvement and traceability.

Tour guest Davide Bocchi from Italian supermarket, Italmark reflected on his experience:

“For a fish buyer, it’s essential to understand every step of the supply chain, and this week gave me the chance to see first-hand the processes behind our daily work.

“We truly believe in ASC and its mission and the companies we visited are great examples of ASC’s principles in action. With strong communication and education, I believe more consumers in Italy can be encouraged to choose the ASC label for certified, sustainable farmed seafood products. I really admire ASC’s work — they’re doing it in the best way possible, and the results speak for themselves.”

Kendall Sallee, Director of Seafood Sourcing at Sam’s Club, said:

“The Discovery Tour to Scotland was exceptionally beneficial to our team. Learning about the Scottish salmon industry and the important impact ASC plays alongside other industry professionals has been an invaluable experience. The insights gained from comparing the Scottish practices to those we observed in Chile have provided us with a broader perspective on the global aquaculture industry. We deeply appreciate the opportunity to participate in such an informative tour.”

Morkel van Wyk, Fleet Manager, GEPD Eco & Sustainability Manager with Holland America Line said:

“Scotland can be very proud of the ASC salmon products being produced. ASC has rigorous standards which ensure that Scottish salmon offers customers a product that was basically hand raised in an environment where each step in the process is meticulously monitored and done in a responsible manner to ensure an overall health-conscious operation which ultimately delivers top quality salmon.” 

Driving demand for responsible seafood
As global demand for responsibly farmed seafood continues to rise, Discovery Tours help strengthen market understanding and trust.

Willem de Bruijn, ASC Chief Commercial Officer said:

“By connecting buyers directly with producers on farms, ASC fosters greater transparency and understanding of the sustainability challenges farmers face—and the practical solutions ASC standards provide. This drives demand for responsibly farmed seafood and encourages more farms to achieve ASC’s rigorous certification.”

The Scottish tour follows successful ASC Discovery Tours for salmon in Norway and Chile, and forms part of ASC’s ongoing work to highlight the people and practices behind certified seafood worldwide.