Cutting through the noise: ‘Loch Duart isn’t a real place’

Editorial Staff

Loch Duart is taking on common myths around salmon farming.

Scottish salmon producer Loch Duart has launched a series of short videos to combat purported misinformation from anti salmon farming activists.

The premium Scottish farmer has posted two videos to its channel the past week that take aim at what the company claims are common myths around salmon farming.

The first video, posted 14 March tackles the claim that Loch Duart isn’t a real place at all, and instead a brand, while the second takes aim at accusations around antibiotics and feed origins.

“The loch does actually exist,” says the narrator, pointing out that it is located next to the company’s Duartmore Hatchery.

The source of the myth around the company’s name likely stems from confusion with Uk retailer Marks & Spencer’s salmon brand, Lochmuir. Loch Muir does not exist.

Loch Duart Salmon produces around 6,000 metric tons a year from its farms in Sutherland and the Outer Hebrides. The company, which employs around 160 people is owned by US investor Vision Ridge Partners.

The group posted an operating profit of £4.7 million for 2022, a 161% increase when compared with £1.8 million for 2021.


Related Articles