Cod farmer’s sales manager helps Norway expand whitefish reach

The sales manager for Norway’s largest cod farmer, Ode, has been elected to the Norwegian Seafood Council’s Whitefish Advisory Group, which helps guide the NSC’s board on how to improve and expand the position of Norwegian whitefish in the global markets.

Cathrin Rabben has responsibility for developing the market for Ode’s farmed cod in Europe, the United States, and Asia. She is also part of the group management team and has been with the company since its early stages.

"Cod farming is a monumental industry with remarkable potential. It is expected that farmed cod will constitute a significant part of the whitefish category going forward,” said Rabben.

Up to 30,000 tonnes next year

“In 2024, the total production volume for farmed cod will be between 25,000 and 30,000 tonnes, and fresh cod will be available every week throughout the year from several producers. This highlights the need for increased knowledge and representation of farmed cod in efforts to expand and improve the whitefish category in all markets.”

Rabben, 32, holds a degree in Shipping Management from the Norwegian University of Science and Technology (NTNU) and is currently completing an Master’s degree in Management.

“It takes a lot to combine a demanding job as sales manager at Ode with young children and university studies, but with some flexibility from the company, thorough planning, discipline, and determination, you can achieve anything,” said the 32-year-old.

Expanding capacity

She added: “I am highly motivated to build and promote a large-spanning whitefish category across different markets. Our mission is to establish farmed cod as the next Norwegian export adventure, making it available to customers in as many stores and restaurants worldwide as possible.

“Together with other whitefish suppliers, we will ensure that consumers globally can choose fresh cod in all its varieties - all year round. We are well on our way to achieving our goal.”

Ode recently started up its sixth site, which has a total permitted biomass of 3,500 tonnes. The company has a total capacity of more than 21,000 tonnes of standing biomass.