The world’s leading producer of farmed Atlantic cod Ode announced that they begin 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.
“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,” said Ola Kvalheim, CEO of Ode.
Ode’s cod has historically gone mainly to markets in Europe, the United States (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.
Fully finished, Ready-To-Cook Cod Products
With this product launch, Ode is also establishing Ode Brands, set up to develop and produce fully finished, ready-to-cook cod products. According to them, 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.
For Anders Tofte Wilhelmsen, Commercial Director at Ode: “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.”
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.
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.
Marcy Bemiller, Commercial Director of Ode Americas
On the other hand, as Ode continues its international growth strategy and, some weeks ago, the company announced the appointment of Marcy Bemiller as Commercial Director of Ode Americas. Marcy now oversees regional commercial strategy, leveraging over three decades of experience in seafood management, logistics, sales, marketing and international trade.
Bemiller joins Ode following a successful tenure as the founder of Candor Consulting and Candor Seafood. Since 2016, she has provided expert consultancy and comprehensive marketing, sales, and logistics solutions for global seafood clients, managing the full value chain.
Her leadership experience includes serving as President of the US division of Sano Seafoods and as the Director of Foodservice and National Accounts for Marine Harvest (MOWI). Her career is rooted in a diverse foundation of both aquaculture and wild fisheries; she began her journey in Mississippi’s catfish industry before moving to Trident Seafoods.
“Over the years, I’ve had many opportunities to move from a consulting role to a permanent position with a client, and Ode is exactly what I have been looking for in a company and a producer. They go far beyond the industry ‘buzzwords‘ of sustainability and traceability; it is the genuine vision, the commitment to product quality, and the passion that starts with the leadership and trickles down through the entire organization that truly hooked me”, assured Bemiller.
Kvalheim, for his part said: “The Americas represent the single biggest growth opportunity for farmed cod, and we are entering with full force. To do that, you need someone who has actually built seafood brands and sales organizations in that market — not once, but throughout an entire career. Marcy is exactly that person.”
