Our goal is to be supplier of choice to our key customers in selected markets including leading and specialist processors, food service suppliers, independent retailers and wholesalers in a number of geographical markets.

We believe that Scottish farmed salmon occupies, and will continue to occupy, an important place in the seafood shopping choices of consumers in the UK, elsewhere in Europe, and further afield. We believe that we have a significant part to play in producing the fish to fulfill the increasing demand for Scottish salmon.

• We shall continuously seek to improve and develop our products and the level of service we offer, to suit the changing requirements of our key customers within this market, and to anticipate their future needs.
• As farmers, we work with living animals, and our first priority will be to treat them with respect, dignity and compassion throughout their lives. We are also committed to doing our work in a way that causes no long-term or irreversible environmental impact, and maximises work satisfaction, health and safety for our employees.
• Within the constraints of raising living animals (with all their natural variation), in locations and weather conditions which are always challenging and often hostile, we will always strive to bring our customers a fish which meets their highest specifications in terms of quality, sustainability and attention to animal welfare.
• In all our operations, we shall deal with stakeholders in an open, honest and transparent way, be good neighbours and offer support to the local communities in which we operate.
• We shall offer our employees terms and conditions at least as good as, if not better than, those elsewhere in the Scottish salmon farming industry. We shall continue and increase our commitment to offering a learning environment where all employees can develop their competencies to reach their full potential. All of our recruitment and employment policies will be based on equality, parity and fairness.

We shall nurture the economic and financial sustainability of the business in order to be able to offer a return to our owners and investors, without whom we would not be in business.