Shoppers on London's Oxford Street will now be able to buy salmon which originates from Glenarm via Belfast's Shankill Road.
From yesterday, Ewing's Seafoods award-winning smoked salmon went on sale in the iconic Selfridges store marking the Belfast company's first retail contract in Britain.
The salmon, which is smoked at the firm's Shankill Road base, is sourced from the Glenarm Organic Salmon Company in County Antrim and is already being supplied to a foodservice company in Dubai.
Crawford Ewing (below), director of the family-owned and managed company, said he has also found a number of opportunities for his smoked salmon with buyers in the US and Asia.
"We intend to support the business with Selfridges by a programme of samplings in the food hall and to work closely with the team there to raise awareness, particularly among devotees of good food in Britain," he said.
"Our organic salmon is sourced from Glenarm in Co Antrim and smoked slowly in our own kiln to create a distinctively rich and natural flavour."
The Belfast fishmonger, established in 1911, cures the fresh salmon using a unique family recipe in its own kiln at its processing plant in the Shankill Road area of Belfast.
Ewing's uses traditional techniques to smoke the salmon slowly over a fragrant mix of beech and oak wood chips.
Barry McBride, Invest NI's International Marketing Director, welcomed the deal. "It is the result of an intensive marketing drive by the company in Britain, which our experienced food marketing team has actively assisted in terms of lead generation, the identification of key buyers in the store and guidance on presentation and in contract negotiations," he said.