Ōra King Salmon broodstock are nurtured in the crystal clear waters flowing from Te Waikoropupu Springs. An average of 14,000 litres of fresh water bubbles to the surface each second and the waters of this region have been verified as some of the clearest waters in the world. As they grow, the salmon are farmed in the pristine waters of the South Island's Marlborough Sounds where the fish enjoy a ratio of 98% water space to 2% salmon. Telling the story of this pure landscape has been crucial in painting a picture for international buyers.
“We absolutely leverage New Zealand’s pristine image. We use very clean, open space in our imagery to show the expansive and pure waters of the place we are from. It’s really important for us to tell that part of the Ōra King story to international audiences as it rightfully creates a sense of purity around the product. It’s critical to take them on that journey and it’s definitely a contribution to the success of Ōra King.
“If we’re speaking to a chef who doesn’t have any background about Ōra King, the most important tool we have is a little photo book. It’s a photo journey of where our salmon are raised. It follows them from the freshwater hatchery, all the way to the harvesting of the fully-grown salmon at sea, and how they are processed, packed and shipped internationally. It’s a substitution for coming out to New Zealand and being able to visit the farms and see what we do,” Jemma says.
Showing where the salmon comes from is critical, but it only speaks to part of the value Ōra King offers international chefs and restaurants. Jemma explains Ōra King sells to an incredibly discerning audience, so delivering an exceptional product and having strong customer relationships is an integral part of how Ōra King is perceived overseas.
“When we meet with people we’re informal and relaxed but we also get to the point and we know what we want. We are all passionate; I love the passion that Kiwis bring to the brands they represent. Ōra King is no exception.
"It’s really important to us that we are not just another supplier of salmon, and to deliver more, we have to be easy to work with. We are a trusted partner for international chefs. Ōra King inspires them to create stunning, creative dishes. And we take it further by driving the restaurant or chef’s profile, by offering them an exclusive brand with a powerful story to inspire their diners.," says Jemma.
The king salmon species makes up less than 0.5% of the global salmon population, yet is regarded as the pinnacle salmon species. Ōra King has set the benchmark for premium salmon by pioneering innovative and sustainable farming practices that set the brand apart internationally.
“Ōra King is the culmination of 25 years of passionate innovation in the New Zealand salmon industry. We have to be at the forefront of creating the perfect specimen. We have been running a classical breeding programme for more than 20 years, we have data on more than 90 families of salmon within our specific breading programme and we have seven generations of Ōra King Salmon. There is a real scientific principle behind every step of the Ōra King process that ensures we perfectly balance taste, texture, quality and size.
“Innovation in our industry is continually improving the salmon farming process from egg right through to international delivery. The salmon are nurtured throughout their life cycle, minimizing stress and fatigue, and are humanely harvested using a percussive stunning method. These efforts to reduce stress result in a minimum release of lactic acid, which along with rapid chilling, help ensure a premium texture. Prior to dispatch, an individually numbered Ōra King gill tag is also attached to each fish to allow for authenticity of origin and full traceability for customers,” says Jemma.