Ode, the world’s leading producer of farmed Atlantic cod, begins large-scale retail distribution in Norway, delivering ultra-fresh, never-frozen cod to more than 200 grocery stores nationwide. This marks the beginning of a new commercial phase for farmed cod in Norway and includes the introduction of Ode Brands. Now Norwegian consumers can buy ultra-fresh Ode-products all year round.
From export pioneer to full-market player
Ode’s cod has historically gone mainly to markets in Europe, the US and Asia. Norway’s own retail sector has heavily relied on wild-caught cod tied to specific seasons, supplemented by frozen products for the rest of the year. With this launch, Ode is bringing its ultra-fresh supply chain it built for export customers into the Norwegian domestic market.
“We have built our entire value chain, from hatchery to processing, to deliver fresh cod of consistent quality, every week, all year round. That gives retailers the supply security they require and gives Norwegian consumers access to fresh cod 365 days a year, regardless of season. This is an entirely new phase for farmed cod as an industry in Norway,”
says Ola Kvalheim, CEO of Ode.
Introducing Ode Brands: consumer products for a growing category
With this product launch, Ode is also establishing Ode Brands, set up to develop and produce fully finished, ready-to-cook cod products. Where Ode has so far mainly supplied whole cod to retailers and export customers, Ode Brands gives retailers a partner that can help to expand out of the fresh fish counter with new consumer products.
“The launch of Ode Brands gives retailers a real opportunity to develop and grow the fresh fish category with new consumer products. We’ve spent the past year building a platform that can deliver consistent volumes and predictable quality to retailers, week after week, all year round. Now, with new products from Ode Brands, we can help retailers to grow the fresh fish category even further,”
says Anders Tofte Wilhelmsen, Commercial Director at Ode.
Ode believes this can change the way Norwegians eat fish, much as farmed salmon turned salmon into a year-round staple decades ago and marks a broader shift for Norway’s farmed cod industry, from an export-led category to one that can serve its home market with finished products.
Meets the trend for healthy and protein-rich food
The launch also taps into a clear consumer trend. Norwegian consumers are increasingly seeking out lean, protein-rich food, and Ode’s cod is one of the most protein-dense, low-calorie proteins available: 21 grams of protein and under 1 gram of fat per 100 grams, for around 80 calories. That makes Ode’s cod a natural answer to demand for healthy, clean food, free from additives.
The cod comes in two products. The cod loin is the finest part of the fish, skin- and bone-free, portioned to approximately 2-300 grams. The cod burger consists of 99 percent cod, with no fillers or other fish species, and is sold in portions of approximately 110 grams, two per pack. Two glazes are also launched as accompaniments to the cod products. All products are fresh and have never been frozen. Ode does not rule out further product news in the period ahead.
ASC opened for certification of Atlantic cod in 2025, when cod was included in the revised ASC Salmon and Cod Standard v1.5. Ode is the first company to have completed a full audit and been awarded a certificate under the new standard.
“This is an important milestone for Ode, our customers and the wider cod industry. ASC ensures that companies operate according to sustainable principles, prioritize animal welfare, and act in a socially responsible manner. This certification is a strong validation of Ode, the way we operate, and the products we provide our customers. Now consumers and the wider society can have even more trust in farmed cod being a high-quality sustainable product produced in a responsible manner,”
says Ola Kvalheim, CEO of Ode. He also points to the fact that Ode has worked closely with ASC over several years to develop the standard.
A demanding audit of both environment and working conditions
The ASC standard sets tough requirements across the entire operation, for both sea-based and land-based production: impact on the seabed and on water quality around the farms, containment and escape prevention, traceability of feed ingredients, fish health and fish welfare, working conditions and health and safety, and transparency towards local communities and authorities. The audit covered both the environmental and the social principles of the standard and included interviews with employees at the sites and a review of documentation from the full production cycle.
“The team at Ode has been working on this for a long time, especially our operations and quality departments, who have developed the systems that enable us to document sustainable operations down to the smallest detail. A certification like this is something you must earn through documented sustainable and responsible operations,”
says Tor Olav Seim, Head of Strategy and Business Development at Ode.
Market demand
The certification comes at a time of growing demand for demonstrably sustainable and responsible seafood. Wild fish populations are under pressure, and the United Nations states that significant growth in aquaculture is needed to meet the ever-growing demand. Being part of this global mega trend, Ode is growing and supplying fresh cod year-round to a selection of customers globally.
“For several of the large retail chains and customers, ASC is not nice to have, but rather a table-stakes requirement for being on the shelf. Now we finally have that validation, and it opens doors we have been knocking on for a long time,”
says Anders Tofte Wilhelmsen, Commercial Director at Ode. He believes the certification carries a value that extends beyond any individual customer agreement.
“Farmed cod is a young, innovative and exciting industry, working in a professional, sustainable and responsible manner — and an independent certification body has now verified that. The fact that the product now comes with independent certification behind it strengthens the position of the entire category,”
says Wilhelmsen.
