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Top Species Identifying the niches Salmon farmers, mean- while, are looking to carve out niches within the market by promoting the specific flavor profiles and characteristics of the fish they raise. Joe Collins, head of sales for Sea Agra Seafood in Van- couver, British Columbia, says the company has focused on farmed steelhead raised in Lake Lois by West Coast Fishculture. Te steelhead is being marketed primarily to white-tablecloth restaurants and some retailers, he says. With just 2,000 MT pro- duced, the fish isn't aimed at the commodity market and does garner a higher price, he says, earning farmers about $3.85 a pound for whole fish and $6 a pound for fillets. Collins says the steelhead offers a bolder taste vs. At- lantic salmon and its redness is second only to sockeye. Te steelhead was promoted for a time, he says, but then demand outstripped supply. "We're at the stage with steelhead, where we'll yet if it's the wave of the fu- ture," he says. Just about a year on the Verlasso market, be back out promoting it soon," says Collins. Sea Agra also offers farmed "It's not just for breakfast on a bagel but taking it beyond that, like smoked salmon lasagna." — Laura McNaughton, director, Delifish North America king salmon from New Zea- land, again positioning it as a niche product for high-end restaurants, says Collins. It is available primarily in New York, but also is sold in the Pacific Northwest. And Collins is looking at getting the rights to sell inland tank-raised salmon, which is in the early stages of production. "I don't know salmon, raised in the fords of southern Chile, is produced through a partnership with AquaChile. Scott Nichols, director for formula used by Verlasso, says Nichols, is a 1:1 ratio, which is achieved by replac- ing all fish oil with yeast to get the omega-3 fatty acids that the salmon require. Verlasso is also focused on a lower-density model, he says, with 12 kilograms of fish per cubic meter. Te more room the salmon have to swim, says Nichols, the better the texture of the fish. As a result of this "harmo- aquaculture" model, nious Verlasso, says the goal was to look at ways to grow salmon that would be less stressful on ocean resources, such as fish- meal. "When we talk about sustainability, it's hard to be- lieve we can continue to take 4 pounds of fish to make 1 pound," he says. "We had to be able to change that." Te Nichols says the salmon are brighter in color, more deli- cate in flavor and have dif- ferent body architecture with less belly fat. Te fish do have a higher cost associated with them, he says, "but we have found peo- ple in the market are receptive to paying more if they can taste the difference." Verlasso tells its story in several ways, such as offer- ing materials to counter or restaurant staff that talks Ossid's overwrappers create leak resistant packages with a welded center seal and cross directional impulse seals. Unlike other wrappers on the market, the patented conveying system allows for evacuation of air in the package prior to sealing, ensuring a leak resistant package that keeps your product fresh for consumers. Modified Atmosphere options also available. 28 SeaFood Business October 2012 Visit us online at www.seafoodbusiness.com Photo courtesy of Royal Fjord