Four representatives from the Whole Foods Market visited the Sjávarútvegshúsið this morning, to learn about Icelandic fish, research on seafood and how Icelanders manage their fisheries.
The Fisheries House has been quite hospitable recently, but it has only been a few days since members of the Marks & Spencer retail chain in the UK visited. Hopefully this is a sign of growing interest abroad in Icelandic fish and seafood and the fact that fish is not only good and healthy, but research shows, among other things that IFL has done, that there is unusually little unwanted substance in the fish caught is here by land.
Whole Foods Market the retail chain is probably the largest of its kind, but the WFM website states that the chain operates 155 stores in the United States and the United Kingdom. The retail chain specializes in the sale of "natural" and organically grown foods.
Baldvin Jónsson, marketing specialist and project manager at Áform, took care of the group's Iceland trip from WFM, but Baldvin has worked on marketing Iceland and Icelandic products for a long time. Among other things, he plays a major role in the success of the Fun and Food festival, which is now held here every year with remarkable results.