On November 5, 2020, the Shub Law Firm filed a class-action lawsuit against Mowi USA, LLC and Mowi Ducktrap, LLC on behalf of a New York consumer and a proposed nationwide class of purchasers. The case was filed in the United States District Court for the Southern District of New York. The case is styled as Neversink General Store, et al. v. Mowi USA, LLC, et al., Case No. 1:20-cv-09293.
The named plaintiff, Neversink General Store, is alleging that Mowi uses misleading marketing practices to sell its smoked Atlantic salmon products to consumers. The lawsuit alleges that Mowi falsely advertises its salmon as all-natural, as sourced sustainably, and as sourced from Maine or the U.S. However, these claims are false and misleading.
The Ducktrap River of Maine smoked Atlantic salmon product’s packaging states that the salmon is all-natural and produced with no artificial ingredients or preservatives. Yet, Mowi Ducktrap’s salmon is reportedly raised in a crowded pen where the fish are allegedly treated with artificial chemicals, including pesticides and antibiotics. So, the lawsuit alleges that Ducktrap salmon is not as “all-natural” as the company advertises.
Recently, Mowi has made headlines for allowing 1.5 million juvenile salmon to die in Mowi’s hatchery as a result of acute sulfur poisoning. This news followed a late 2019 report documenting approximately 74,000 salmon that escaped from a Mowi industrial farm in Scotland, which consequently posed a threat to the area’s wild fish stocks.
In addition to Mowi’s allegedly unsustainable business practices, the lawsuit also alleges that Mowi has advertised its salmon as “Made in the USA” and sourced from Maine, but its salmon products are purportedly sourced from industrial farms located outside of the country. Though Ducktrap River of Maine has operations in Maine, those operations are limited exclusively to the salmon smoking process. Moreover, Ducktrap River of Maine is owned by Mowi Ducktrap LLC, which is globally based out of Norway, not the U.S.
Shub Law has been investigating Mowi’s deceptive marketing practices for several months. Our firm is also investigating Mowi’s deceptive business practices in other states in addition to New York.
The lawsuit filed by Shub Law Firm alleges that Mowi Ducktrap uses deceptive and false advertising by claiming that its salmon products are all-natural, sourced sustainably, and sourced from Maine and the U.S. If you want to know more about Mowi’s misleading marketing practices, or if you believe you or someone you know are victims of Mowi’s deceptive advertising, then contact us now for a free consultation. We believe Mowi has been making these representations to consumers in New York and throughout the United States. Shub Law Firm is a national leader in representing consumers, like you. We specialize in protecting consumers against deceptive marketing practices. You can reach us by email at email@example.com or give us a call at 856-772-7200. All consultations are free of charge.