Kames Fish Farm launches premium brand MòR Atlantic Trout, to better connect customers to source

Kames Fish Farming, Scotland’s family-run fish farm producing sea-reared Scottish Steelhead Trout, have launched a new brand, fronted by husband-and-wife team Andrew and Cate Cannon: MòR Atlantic Trout. The brand aims to reach out to chefs and restaurants and connect customers to what they are eating, celebrating the uniqueness of this fish and the provenance behind it.

Mòr is Scottish Gaelic for big or great, as that’s what these fish are, really big, superior trout from Kames’ own broodstock programme, naturally selected to thrive in local Scottish waters, and Atlantic to really emphasise how powerful and important these waters are; with a huge volume of water racing through the Inner Hebrides each day, bringing strong currents and making the fish athletic and clean-tasting, a far cry from the muddy taste that has sometimes been associated with trout.

“We have our fish on the menu in so many amazing places but find that it’s often mis-labelled or mis-represented,” explains Cate Cannon.  “Consumers these days want visibility and trust around what they are eating, and we are so proud of the quality of these fish and the sustainable way that we are growing them, on a small scale and working closely with our communities, that we feel the customer deserves that education piece and our trout deserves that recognition.”

Kames won Aquaculture Company of the Year in 2022 and Best Animal Welfare in 2023, and founder and chairman Stuart Cannon was awarded an MBE in the New Year Honours List 2025, in recognition of his services to the Sustainable Development of the Aquaculture Industry in Scotland over the past fifty years.

“Kames has pioneered and championed Steelhead trout with absolute passion since 1972,” says Andrew Cannon, Stuart’s son and now Managing Director of Kames. “But it’s slipped under the radar with the rise of the salmon industry, and now, with such scrutiny on aquaculture in the press, we feel like the time couldn’t be better to enable a dialogue with the people using it, the chefs and ultimately, the end consumer.”

The MòR brand will continue to work with Kames’ wholesalers and distribution network. Follow on @moratlantictrout.