The Norwegian salmon farming industry has undergone significant development, evolving from a small coastal enterprise to a leading export sector. This progress has been made possible through collaboration among various stakeholders, including authorities, local communities, suppliers, and research environments. SalMar aims to shed light on facts and dispel myths about aquaculture through its app Myths and Facts. The app provides comprehensive insights into the industry and its values, while also clarifying common misconceptions. With its informative approach and focus on fostering dialogue, the app is a valuable tool for those seeking a better understanding of the industry.