A project carried out by Matís is about exploring the basis for establishing fish markets in Iceland for the general public and tourists.
The aim is to encourage the establishment of retail fish markets across the country and thereby strengthen the connection between consumers and seafood.
"The reason why we are starting this project is that fish consumption in Iceland is bad. Surveys have been carried out showing that people aged 15-19 are eating approximately one bite of fish a day and that is naturally just very bad and perhaps the public's access to fish is not particularly good and the knowledge and this dialogue between the fishmonger and the buyer has actually gotten a little lost. It is very important for us as a fishing nation to take this up again and promote this knowledge about fish," said Brynhildur Pálsdóttir, an expert at Matís, but in addition to her, Þóra Valsdóttir from Matís and Theresa Himmer, an architect, are involved in the project.
There has been a lot of interest in the project and everything points to such a market being established in Reykjavík soon. The project is funded by the AVS Fund (www.avs.is) and its results will be published this autumn.