Lochmuir

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. 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. (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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