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.

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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.

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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.

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