MOWI to Strengthen Raw Material and Demand Visibility with RELEX

Leading seafood producer adopts AI-driven planning to improve margin, reduce transport costs, and better align global supply and demand

MOWI, the world’s largest producer of farm-raised salmon, is expanding its footprint with RELEX Solutions to improve global raw material planning across operations. With RELEX, MOWI will gain greater visibility into supply and demand, improve forecast accuracy, and support enabling more profitable decision-making across its intricate, expiry-driven value chain. Main user of the solution will be MOWI Markets which is the division handling bulk/primary processed salmon sales (whole fish and fillets) to trade customers.

Operating across the globe and headquartered in Norway, MOWI manages a complex supply network where fresh salmon is farmed across an array of origins and then sold both raw and processed to major retailers and foodservice customers worldwide. MOWI must balance fluctuating demand, biological production cycles, limited shelf life, and global distribution constraints.

MOWI will now extend RELEX capabilities to support forecasting with accurate visibility into different locations and materials. The AI-driven solution will generate demand forecasts across tactical and strategic horizons, providing improved visibility into raw material availability and future requirements. This expansion will replace a combination of spreadsheet-based processes, business intelligence tools, and ERP workflows with a unified planning platform.

By strengthening global demand and raw material planning, MOWI aims to improve material allocation processes and fulfill demand more accurately. Better alignment between demand and supply is also expected to reduce unnecessary stock movements, lowering transport and handling costs.

MOWI’s business operates at the intersection of biology, global trade, and fresh food logistics. With better long-term visibility and alignment between supply and demand, they expect to be able to make more informed decisions, improve margins, and manage the complexity that comes with fresh fish production shipped and sold globally across an array of channels.

“We are proud to expand our partnership with MOWI,” said Mikko Kärkkäinen, Group CEO and Co-Founder at RELEX Solutions. “Planning for fresh, highly perishable products such as salmon requires precision, adaptability, and close coordination across the value chain. By connecting demand and raw material planning in one environment, MOWI will be able to make faster, better-informed decisions that support profitability and reduce waste.”