The market already exists for cod. Norway produces almost one million tonnes of cod per year, Iceland about 230,000 tonnes of cod. I've always advocated, and I think most would agree with me, that there is always a market for good-quality seafood. The key differential is the value proposition. We produce 15,000 to 20,000 tonnes right now because it is a re-emerging industry. Right here, right now, our industry, because we don't have scale, is highly seasonal. You're operating for two to three months of the year.
We still use a lot of past practices like gillnets, as an example. In Iceland, about 7% of cod production comes from gillnets. Long-line production is growing. That's what we're advocating here, shifting to a value-based approach, a quality-based approach. The market opportunities are there.
Is there a need for an investment in market intelligence and market research? Absolutely. I've indicated that in my statement, but that's not the overwhelming consideration. The overwhelming consideration is to look at that market and work your way back through the value chain to see what steps we need to take to ensure we're maximizing value. We're doing a lot of work on that front, and I'm encouraged by the dialogue that's taking place on this right now. As we scale up, how do we become more scalable as the industry rebounds?
The one final point I'll mention is utilization. We discard, in Canada, about 450,000 metric tons of seafood per year. That's in both wild capture fisheries and aquaculture. That's shell products. That's fish frames. That offal. That's what we don't utilize. There is a tremendous opportunity to derive value from that, and again, I would encourage a visit to Iceland to see what they're doing because they are doing an amazing job.
We spoke earlier and I told them I would advocate for them—no, I'm joking. I'm joking.
There is an amazing job occurring there but it's not focusing on food grade. We're talking about pharmaceutical, nutraceutical, biomedical types of applications.
There is a group in Iceland called the Iceland Ocean Cluster. They have a building on the waterfront with 70 businesses, young start-up entrepreneurs, the fishing industry, universities, technology companies, all collaborating and working together under the same roof to increase value from cod in Iceland. That's the strategy they're on now, to get more value from the traditional waste stream than from the actual fillet. It is achievable but it takes a lot of R and D. It takes a lot of time, a lot of effort, and we need to create that enabling environment here.
I'll stop there. That's what we need to create here.