19 Feb 2025

Salmon ShowHow 2025: a resounding success

On February 4, 2025, at Progress Point, Copenhagen, the annual Salmon ShowHow brought together more than 240 customers from 27 countries. As the salmon processing industry’s premier event, this year’s ShowHow reinforced our continued commitment to innovation, collaboration, and customer engagement.

It was with great excitement we introduced fish customers to JBT Marel — our new company uniting JBT and Marel. A welcome video gave visitors the opportunity to see how through our combined portfolios and expanded service offerings we’re ready to transform the future of food and deliver sustainable growth to the salmon industry.

A packed agenda of insights

The event kicked off with a welcoming speech from Skúli Sigurdsson, VP of JBT Marel Fish, setting the stage for a day filled with demonstrations and knowledge sharing. The packed agenda featured dynamic presentations from Ace Aquatec, Corbion, Rabobank, and JBT Marel experts, providing attendees with valuable insights into market trends, sustainability, and technological advancements.

Exciting innovations create customer engagement

Attendees experienced our newest innovations firsthand, giving overwhelmingly positive feedback. The appetite for new solutions, including the AQi skin-side scanner, entering the market, and the release of the MS 3028 deheader was evident, reinforcing how our cutting-edge technology is delivering on industry needs.

AXIN Software garnered significant interest. This year, we enhanced the visitor experience of our software solutions by installing three screens above the filleting line, to showcase the real-time data integration between AXIN and the machine. The all-in-one hardware and software solution was met with enthusiastic responses, keeping the AXIN room a hub of activity throughout the day.

At the Service desk, customers could sign up for a one-month free trial of Marel Academy and participate in an inspection visit competition. This initiative facilitated valuable conversations about Marel Services, where the team could demonstrate how we can support customers beyond purchase.

Primary processing and strategic partnerships

Visitors to the primary processing room discovered first-hand the value of collaborative innovations within the industry, and how our strategic partnerships would better support their businesses. In 2024, we partnered with MMC First Process, our customers could see the excellent results already being yielded. This year, we were excited to announce a new strategic partnership with Ace Aquatec, further strengthening our ability to deliver comprehensive solutions. Both partnerships received strong approval from attendees.

The must-attend event of the salmon industry

Salmon ShowHow continues to solidify its reputation as the must-attend event for salmon processing professionals. The dedication and hard work of the entire JBT Marel team made this year’s event an outstanding success. We look forward to continuing our tradition of innovation and collaboration in the years to come.

Thank you to everyone who attended and contributed to making Salmon ShowHow 2025 a remarkable experience!

Discover more about the recent unification of JBT and Marel, and how, as JBT Marel, we’re driven by a singular purpose—to transform the future of food—we empower businesses to stay ahead in a rapidly evolving market.

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