Niceland Seafood is an

Iceland Iceland ( is, Ísland; ) is a Nordic island country in the North Atlantic Ocean and in the Arctic Ocean. Iceland is the most sparsely populated country in Europe. Iceland's capital and largest city is Reykjavík, which (along with its s ...

ic company operating in the United States which produces fish.

History

A visit to Iceland inspired former Head of Innovation at The Walt Disney Company and founder and former CEO of theAudience,

Oliver Luckett William Oliver Luckett (born 1974) is an American entrepreneur. He founded Revver, DigiSynd, and theAudience, all of which have since been sold. He currently lives in Iceland, where he heads the marketing startup, EFNI. Early life and education L ...

, to get into the seafood business with his business partner, entrepreneur and Icelandic politician who helped launch the

Best Party The Best Party ( is, Besti flokkurinn) was an Icelandic political party founded by Jón Gnarr on 16 November 2009. The party ran in the 2010 city council election in Reykjavík and won a plurality on the Reykjavík City Council, receiving 34.7% ...

, Heiða Kristín Helgadóttir. They started an Iceland-based holding company called EFNI in 2015. In June 2018, Luckett and Helgadottir together launched Niceland Seafood, which is backed by EFNI and Iceland-based investment firm Eyrir Invest.

Operations

Niceland’s digital tracing technology allows consumers to follow the detailed journey of each fish, including the location where the fish was caught or raised, the name of the boat that caught it or farm that produced it, the processing plant that filleted the fish, transport details, and the distributor that delivered it to the end destination. The company is attempting to inhibit the effects of seafood fraud with this technology.

Partnerships

Niceland began with one wholesale partner in Denver, Seattle Fish Co.

Sustainability

All of the wild-caught fish Niceland sources are certified sustainable by the Marine Stewardship council, and the farm-raised fish are certified sustainable by the Aquaculture Stewardship Council.

References

{{reflist Icelandic brands Seafood companies of Iceland 2018 establishments in Iceland Fish processing companies Fishing in Iceland