As consumption of farmed fish reaches an all-time high, Norwegian entrepreneurs hope you'll soon pick farm-raised cod over salmon for dinner, the Wall Street Journal reports. Wild cod stocks are overfished, and the fickle ocean species is difficult to breed on farms. But improved aquaculture techniques have persuaded investors to plug millions into new efforts along Norway’s well-suited coast.
Critics say cod farming will create too much pollution and argue that farmed fish get diseases that could threaten wild cod if they escape their watery confinement. But one aquaculture firm, Codfarmers, thinks Norway's deep fjords and improved technologies can address the problems. And it’s received $100 million from JPMorgan Chase and other investors who are betting plans to get you to eat more cod will work.