That perception is no longer the case, as cod consumption is back on the rise and demand growing in traditional countries that have always eaten cod, as well as new markets seeking out more fish.

When Bering Select Seafoods first got parts of the Alaskan cod fishery certified by the Marine Stewardship Council in 2006, CEO Paul Gilliland told IntraFish the company had a hard time moving product in Europe.

“We were hearing stories in the press about don’t eat cod, it’s endangered.