Mowi China Sets Three-Year Goal After Leadership Change: At Least 5 Plants, Shanghai Line Upgrade, Tianjin Start-Up and New South China Base Advancing in Parallel
Mowi, the world's largest salmon company, has completed a management adjustment at its China operations, with Chen Hongfeng taking over as General Manager of China and disclosing a strategy to complete a full localized production capacity layout within a three-year cycle, planning to establish at least 5 plants within three years.
Mowi, the world's largest salmon company, has completed the management handover of its China operations. According to a report published on September 7, 2026 by the WeChat public account "Seafood Guide," Chen Hongfeng has taken over from Xu Wannong as General Manager of Mowi China, becoming the new head of the world's largest salmon company in the Chinese market.
Chen Hongfeng officially took office on July 1. He previously built his career in fast-moving consumer goods and pet nutrition, having worked at Siemens and Mars, and served successively as General Manager of ADM Pet Nutrition China and General Manager of France's Havea Group China, with more than 20 years of multinational corporate management experience.
Since taking office, Chen Hongfeng has made frequent visits to production bases and frontline markets to understand the current business and industry situation, while following up on the construction and start-up of the Tianjin plant, driving the development of the organizational and talent system, and maintaining high-frequency communication with headquarters management, internal teams and customers.
Mowi China is currently focused on three tasks: first, improving its local supply chain layout and accelerating the Shanghai production line upgrade, the start-up of the Tianjin plant and the implementation of the new South China base plan; second, building a talent pipeline and strengthening organizational capabilities; third, driving the Mowi brand toward a branding goal of moving from channel-driven to directly facing end consumers.
Mowi China also disclosed its latest strategic blueprint: completing a full localized production capacity layout within a three-year cycle to meet consumer demand for high-quality salmon, while continuing to step up the long-term building and value accumulation of the Mowi brand in China. Seafood Guide mentioned in its report that the strategic goal is to establish at least 5 plants within 3 years.
In an interview, Chen Hongfeng said that the Chinese salmon market is currently in a golden development cycle similar to the pet industry ten years ago: consumption is growing rapidly, brands are beginning to emerge, and industry opportunities far outweigh short-term competitive pressure.
His arrival comes as China has become the world's second-largest salmon consumer market by size and the fastest-growing. Taking over the China region at such a juncture, he will carry the global headquarters' expectations for rapid growth in the Chinese market and also shoulder the responsibility of an international brand continuing to deepen its localized layout.