Norwegian exporter targets U.K. chefs with ‘sustainable’ cod

Carisma Fish, which operates two longline vessels from its headquarters in Raudeberg, is seeing increased sales of Marine Stewardship Council (MSC)-certified cod and haddock into the United Kingdom, as it seeks to educate the country’s chefs directly about its operations.

The United Kingdom is usually seen as a mature market for cod, but Carisma sees much room for growth, using a different approach.

“I see the U.K. as a growing market, as we are changing the way we are selling by going direct to chefs,” said Arild Aarvik, CEO and owner of Carisma Fish, talking to IntraFish during the Polfish trade show in Gdynia, Poland.

Chefs