Proximity to nature
The North Atlantic Sea surrounds the coast of Iceland and is a harsh and unforgiving place – but also home to some of the richest fishing grounds in the world. This proximity to nature ensures that only hours pass from when the cod is caught at sea until it is being cut and salted at the processing facilities. The richness of the sea surrounding Iceland furthermore ensures that there is a steady supply of fresh fish throughout the entire year – reducing seasonality.
The raw and untamed nature also means that people living in the fishing villages are deeply impacted by the weather throughout the seasons, creating a particular respect for the sea as well as the fish, in turn generating a need for smart and reliable solutions to benefit from nature’s richness.