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This paper reports a study of quality perceptions and attitudes towards farmed cod amongst 90 chefs in up-market restaurants in England, Norway and Spain. Findings show that the chefs perceived the quality of farmed cod as favourable. More specifically, survey results show that product attributes such as freshness, texture of flesh, skin colour, odour and flavour received high scores, albeit with some variation across the three countries. Qualitative interviews confirm the positive assessment, but also show that stability in supply and freshness are valued quality dimensions. The qualitative interviews also revealed that several of the chefs discovered that the farmed cod needs less cooking time than wild cod. Further, negative attitudes towards fish farming were found. Despite this, 65 percent said they were likely or very likely to purchase farmed cod in the future. Findings are discussed and marketing implications highlighted. [ABSTRACT FROM AUTHOR]