ASC Discovery Tour Brings Certification to Life in Scotland’s World-Leading Salmon Sector

U.S. and Italian Seafood Buyers See How ASC Standards Drive Innovation and Trust, From Feed to Fork

Edinburgh, UK – The Aquaculture Stewardship Council (ASC) has hosted its first ASC Discovery Tour in Scotland and the last of the year, welcoming seafood buyers from the United States and Italy to experience state-of-the-art ASC certified Scottish salmon farming up close in-person. 

Over three days of travel and hands-on experience, participants visited a range of certified feed mills, farms and processing facilities operated by ASC partners Mowi Scotland and Bakkafrost Scotland. Buyers gained valuable insights about how responsible aquaculture is practiced in one of the most innovative salmon-producing nations, before it hits store shelves and restaurant tables around the world.

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

Traveling north through the picturesque Scottish 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 recognized 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, Seattle-based global cruise line Holland America, and Italian supermarket chain Italmark. Scotland’s ASC Discovery Tour provided a platform for collaboration, transparency and shared learning between key 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 ASC 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 
Visiting a variety of farms and facilities across Scotland allowed guests to experience how ASC standards are implemented at every stage of production — from feed sourcing and fish welfare to community involvement and traceability. 

“The Discovery Tour to Scotland was exceptionally beneficial to our team,” said Kendall Sallee, Director of Seafood Sourcing at Sam’s Club. “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.”

“Scotland can be very proud of the ASC salmon products being produced,” said Morkel van Wyk, Fleet Manager, GEPD Eco & Sustainability Manager, Holland America Line. “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.” 

“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,” added David Bocchi, Italmark. “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.” 

Driving demand for responsible seafood 
As global demand for responsibly farmed seafood continues to rise, ASC 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 a successful series of 2025 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. Locations for upcoming 2026 ASC Discovery Tours will soon be announced.

This tour builds on the continued momentum of ASC’s partnership with Mowi — including the recent launch of “Mowi Signature,” a chef-forward line of ASC certified Scottish and Norwegian salmon designed for foodservice nationwide. The collaboration underscores ASC and Mowi’s shared commitment to bring responsibly farmed seafood to more consumers across both retail and foodservice channels, following a growing national interest in sourcing premium Scottish salmon.

About the Aquaculture Stewardship Council 
Responsible seafood starts at the farm. ASC’s sea green label assures shoppers that: 

·         The strictest standards are in place to improve farm practices.  

·         Certified seafood in stores actually comes from certified farms.  

·         Certified farms continue to meet the highest standards. 

·         We are constantly working toward greater sustainability. 

ASC is the only certification program that can verify your farmed seafood is what it claims to be, where it came from, how it was raised and how it got to you. Learn more at SeaGreenBeGreen.com and follow @asc.usa on Instagram.