The 2025 quota for Northeastern Arctic cod has been reduced to 340,000 tons, the lowest level since 1991, due to the significant reduction in Barents Sea cod resources. This has led to an increase in prices, making cod only affordable to those with a higher willingness to pay. The high-end catering, hotel, and retail industries are the biggest winners, with Alaska pollock being chosen as an alternative for price-sensitive consumers. Despite the overall decline in exports, the UK is still the largest market for Norwegian frozen cod. The future of the Norwegian cod industry will depend on quota policies and market strategies, with a focus on sustainable fisheries.