Brand relaunch for Australia’s second largest salmon producer

Posted by Daniel Palmer on 26th August 2008

Salmon Fillets

Huon Aquaculture Group, a premium Atlantic salmon grower based in Tasmania, marked the re-launch of its brand and subsequent name change on 1 August, as it continues with growth plans.

The business has expanded in recent times to incorporate a number of brands, such as Springs, and the company believed the time was right to consolidate the operation behind the one master brand.

At the forefront of this change was the launch of all new packaging featuring the Huon brand.

The enterprise also expects to complete its acquisition of the Tasmanian based Southern Ocean Trout business in October.

Co-owners Peter and Frances Bender began farming salmon in Tasmania in 1988. Since then they have successfully transformed the business into an internationally recognised premium producer of fresh salmon and value-added products and proved the Benders’ mantra, that ‘not all salmon is the same’.

Frances Bender advises that they have committed to new environmentally friendly initiatives and believe stress-free produce is a secret to their success. “Our salmon are farmed in the pristine waters of the Huon Estuary and the Dentrecasteaux Channel, on the southern tip of Tasmania at the very edge of the Great Southern Ocean,” Ms Bender said. “The company adheres to world’s best practices, combining innovative research and development and a pristine marine environment to raise healthy, stress-free fish.”

“Stress-free fish produce is the best tasting product.”

Headquartered in Hideaway Bay near the mouth of the Huon River, Huon is Australia’s second-largest producer of Atlantic salmon, supplying both national and international markets. They produce over 10,000 tonnes of salmon each year. Strict control of feeding regimes, regular movement of cages and strategic fallowing of cage sites are among the responsible management practices followed to preserve and protect the aquatic marine environment.

“We’ve come a long way since 1988; we are now Australia’s largest privately-owned salmon producer. Armed with a new brand and a broader product range, we look forward to more success in this new phase,” Ms Bender concluded.