The fishing industry, like other industries, relies on research and product development. Experience has shown that increased value creation in the industry is based on ingenuity and Icelandic companies have done ambitious and remarkable work in that field.
Matís has often played a key role in this, being a kind of core of knowledge when it comes to the application of science in the fisheries sector and a bridge between educational institutions and the business community.
"Research and science are the future currency of the fishing industry," says Sveinn Margeirsson, CEO of Matís. He says probable knowledge and technological progress will continue to play a key role in Iceland's competitive position.
"In fact, today we have the palm in our hands because we already have a very strong fishing industry and a strong knowledge base in the industry. This is something that many other nations have yet to build and have a long way to go. "
By law, Matís' role is to increase value in the food industry, improve food security and promote public health. Matís is state-owned but operated as a public limited company and has a clear service role with the fishing industry and other food sectors, but also obligations towards the owner, the nation.
Sveinn points out that consumers, both domestically and abroad, are becoming increasingly demanding and better aware of the properties of seafood. Through innovation and research, fisheries companies are able to meet these high demands in an efficient way and create added value from the catch.
"The development that has taken place in the field of refrigeration is a good example of this. Today, about half of the fresh fillets that Icelandic companies export to Europe are transported by ship instead of air transport only, as was the case about 15 years ago, because improved technology has made it possible to extend the product's shelf life and improve fish handling throughout the value chain. The result is much greater exports of fresh fillets and fillet pieces in a cheap and environmentally friendly way, but at the same time, air transport has also developed and today offers the opportunity to handle all the most demanding buyers. Fishermen, fishermen and the staff of fish processing and transport companies have certainly looked at the needs of the market and used science to get to the next level "
As another example of the progress of recent years and decades, Sveinn mentions improved utilization of the catch. "Everything works together here, the technology that aims to increase the quality of the raw material for the general consumer also creates better raw materials for all kinds of by-products. Advances in handling and processing have led to the utilization rate of cod approaching 80%, and at the same time the proportion of the most valuable products has increased. "
Sveinn says it is clear that the supply of fish will increase greatly in the coming years, not least white fish, and increase competition in all market areas. He cites as an example Vietnam, which has stated that aquaculture will double in size over the next five years, and almost all of the fish will be exported. "In the market environment of the future, it will be crucial how we manage to build up the image of an Icelandic product and differentiate it from other seafood, such as by virtue of quality, purity and food safety. The industry needs to continue its good work, and be able to work from the right information and the latest research. "
Purity and quality, says Sveinn, driven by research and investment in technological progress, says Sveinn can become one of the strongest marketing tools for Icelandic fish. "We see it happening that the internet is changing the way all products are sold and it is foreseeable that new opportunities will be created to sell seafood directly to the consumer. There, Icelandic companies will have all the data in hand to show how good the product is, and healthy, "he predicts. "Consumers around the world are placing increasing emphasis on eating wholesome foods that are produced without adversely affecting the environment and society. These are consumers who are very aware of the health effects of food, want to know their origin and are willing to pay a high price for a nutritious product that is good for their health. In all these areas, Icelandic seafood is very strong, but our argument must be based on honesty and scientific information, not just what we think or want to say. "
This interview with Svein Margeirsson, CEO of Matís, first appeared in Morgunblaðið on March 26.