Since early this morning, some of the key executives of the Whole Foods Market retail chain have been visiting Matís and getting acquainted with the company's busy operations.
Whole Foods Market (www.wholefoodsmarket.com/) is a large US retail chain that began operations in the state of Texas in 1980. The retail chain has operations in over 270 stores in the United States and in England and is best known for selling food that has been as little involved in production as possible. For example, the retail chain's selection of organically grown foods is among the best known in the world. The company has also placed great emphasis on knowing where food comes from and has been particularly interested in the origin labeling and traceability of food. Whole Foods Market's visit to Matís was, among other things, precisely for the purpose of getting to know better traceability and origin labeling of food, but Matís has been at the forefront of research in this area.
The visitors were also very interested in Matís' database on contaminants in Icelandic seafood (see here) and how clean our seafood is.
Attached are two photos from the visit; here and here.
Can also be found here a fun video from Whole Foods Market about Icelandic sheep farming.