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Should Iceland, Russia, Norway and the Faroe Islands start collaborating on branding and marketing the North Atlantic Cod?

This is a question put forth by dr. Thor Sigfusson founder of the Iceland Ocean Cluster in a new IOC analysis just released.

The analysis discusses the increased whitefish farming competing with the wild whitefish in the largest markets for wild Cod; Europe and the US.

The North Atlantic Cod needs to expand its boundaries in Asia and the IOC analysis suggests that one option to observe is for the aforementioned Cod nations to start building a stronger brand recognition in new markets. Such collaboration could strengthen the global market position of the wild North Atlantic Cod.

“The wild North Atlantic Cod has unique qualities and comes from unspoiled and cold Arctic seas. We believe we need to be tell more people about the Cod especially in new markets such as Asia where the product is rarely known. To do so its clever to cluster our efforts and work together,” says Sigfusson.