New value from old tradition
Johannes Egilsson - CEO of Von Dried Fish Processing
Johannes Egilsson - CEO of Von Dried Fish Processing
Icelandic dried fish is the product the whole world is looking for right now – packed with protein, environmentally friendly and zero carbohydrates. We purchased the company in 2019 because we saw an opportunity to create something new. We wanted to build on the Icelandic dried fish tradition, which is as old as settlement in Iceland, but approach it in a new way.
This ancient tradition needs to evolve and modernize if it is to be passed down through generations. We need to think about the processing as modern food production and dried fish as part of people's daily consumption patterns, with everything that entails.
This calls for new technology, new working methods, and a more refined framework, as well as packaging design and branding. We are especially looking beyond our borders. Iceland is certainly not the only country with this tradition, and today we are exporting dried fish to Norway, Greenland, and the Faroe Islands.
The fact is, however, that when you buy a bag of Gullfiskur, it's likely only about ten days since the fish was caught on the line.
We use cold-drying technology designed to mimic the traditional drying process. What previously took six to eight weeks now takes only three to five days. Many people think that the dried fish in stores was caught many months ago – the truth is that when you buy a bag of Gullfiskur, it's likely only about ten days since the fish was caught. We've also conducted nutritional research.
Everyone knows that dried fish is healthy, but nowadays we need to be able to tell people exactly how much B12 is in 100 grams.
Icelandic fish is the best raw material in the world, and we are fortunate that almost all our raw materials arrive here at the harbor in Hafnarfjörður. The dried fish can never be better than its raw ingredients. This is extremely important because behind 200 grams of dried fish are two kilograms of fresh, high-quality Icelandic fish. Our success is built on utilizing these raw materials well, preserving their quality, and delivering them to consumers in a modern way.
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