When the Copenhagen-based Sirena Group established its Norcod cod-farming venture in 2018, it took a big step beyond its core business of the selling and marketing of North Atlantic seafood. There had been no attempts to farm cod commercially in a decade, and previous attempts by various parties were not successful.
Four years later and thanks to huge improvements in breeding and production methods, Norcod is now well established with facilities located in cold-water habitats along the Norwegian coast.
‘Norcod’s superior quality warrants premium branding. Furthermore, Norcod is a great story of creating additional supply of an otherwise limited product, in a way that does not compromise neither quality nor the environment,’ said Martin Buhl, head of strategy at Sirena, commenting that year-round availability enables Sirena to line up fixed contracts for fixed volumes at fixed pricing.
‘This is a major advantage for buyers as it avoids normal market fluctuations such as not knowing how much product will be available, at what price and what quality and size. Predictable supply means buyers can now forward plan in a way not previously possible.’
Sirena sold more than 4000 tonnes of Norcod’s first production cycle (August 2021 to May 2022) in just four months. The goal is to harvest around 8000 tonnes from its second cycle running from October 2022 to June 2023. The first four months of this harvest are already spoken for. Norcod aims to scale up production every year in order to reduce costs while meeting growing demand. In 2024, Sirena expects to sell in the excess of 20,000 tonnes of product in total.
‘Norcod’s quality, fresh-looking meat and firm texture is cherished by retail and food services in Spain. The big splash that has already been made with Norcod is truly inspiring,’ said Alberto Alonso, North Atlantic Key Account Manager at Spanish seafood distributor Cabomar.
With interest from leading distributors in the UK, Germany, France and the US, Sirena is also working on developing markets in Asia and the UAE for the first time, thanks to fixed contracts and its ability to maintain freshness through just-in-time logistics.
Sirena recently invited some of Scandinavia’s best chefs to visit Norcod’s facilities to see for themselves. Among them was Torsten Vildgaard, head chef for eleven years at the three-Michelin-starred Noma restaurant in Copenhagen.
‘I think Norcod is insanely tasty, and for me very highly positioned in the umami index, especially when lightly salted overnight,’ he said.
‘The meat has a good firm structure, and we have only had good experiences with it, both prepared raw and cooked. Also, the liver was amazing when so fresh. I’ve never experienced anything like it. We’re already in the process of getting it on the menu in several of our restaurants. It makes extra good sense precisely because it is sustainable.’
Internationally recognised seafood expert and distributor Tetsuya ‘Nick’ Sakagami, one of only a few holders of Japan’s coveted Osakana Meister (Fish Master) certification is also a convert.
‘At first bite, I was convinced that Norcod would be perfect for sushi. To prove my point, I took it to fishmongers at the Toyosu Fish Market in Tokyo. Almost all of them agreed with me, despite the fact that cod hasn’t traditionally been used for sushi. Norcod’s subtle sweetness and the clean finish will work with a wide spectrum of applications, including sashimi,’ he said.
