According to OECD-FAO Agricultural Outlook 2013-2022: “ World fisheries and aquaculture production is expected to reach about 181 Mt by 2022, a 18% growth compared to the 2010-12 base period. Most of the production gains will come from aquaculture, which will increase by 35% over the Outlook period. Aquaculture is projected to surpass capture fisheries as the main source for human consumption by 2015.” Inside this trend another one is emerging – solid growth of sustainable Aquaculture Fish Farming.
Iceland is known to extensively develop the latter trend. One definitely can state that Icelandic sustainably farmed fish lives in better environmental conditions than 75% of people who will eventually eat it outside of Iceland. Fish eats better quality food – all organic algae full of natural minerals and breathes totally unpolluted air (inaccessible luxury for many city dwellers!). Millennia old glaciers surrounding the largest Icelandic farm Matorka, supply it with purest glacial water, filtered by lava.
One of the company’s founders Stefania K Karlsdottir is definitely an innovator with a great infecting energy and enthusiasm. It looks like that she never parts with the thoughts of her business. Stefania has a solid theoretical and practical base – she not only holds MBA and BSc in food processing but also has a vast administrative experience from corporate level to politics. All this helped her to build Matorka as a really “ lean business” – it provides consumers with a high quality sustainably raised fish which boasts cost 30% lower than everywhere else in the world.
One of the Ms. Karlsdottir’s “best kept” secrets – her constant dialogue with her direct consumers, which are restaurants, stores and individuals. One of her most demanding and spoilt consumers who would rather criticize that praise is Icelandic celebrity Chef Siggi Hall. His local and international reputation makes him keep very high standard. Below you can watch our interview with both of them, and enjoy looking at the main “heroes” of this topic – fish itself – Arctic Char and Nordic Tulapia.