Iceland Markets to the Food Elite

Icelandic fishermen pull tons of pristine cod from North Atlantic waters every year, selling it fresh or preserved with salt. Icelandic lamb has never eaten a mouthful of grain or seen a syringe of antibiotics. The country's butter is deeply yellow with a high fat content, produced from cows with a pure lineage that can be traced back to Norwegian Viking herds.

The trick is finding a way to sell it to America's food elite. A group of Icelandic agricultural and tourism officials think they've found the angle in a clunky but straightforward slogan: "Sustainable Iceland since 874."

"People are really screaming for more knowledge of where the food comes from," said Baldvin Jonsson, the pleasantly emphatic Iceland-born consultant who is leading the country's food invasion. "You tell them fish comes from the ocean, and they ask, 'What kind of ocean? Is it a very polluted ocean or is it from a third-world country where people aren't getting paid enough to live for fishing?' "  Read more (NY Times)

More Links
http://www.icelandnaturally.com/
Food & Fun

Comments

[Alda]

Can't you just tell them it tastes good? I thought that was the main criteria in the US...

[Alda]

Can't you just tell them it tastes good? I thought that was the main criteria in the US...