Iceland review - 2002, Síða 72

70 ICELAND REVIEW Visit www.isa.is for further information
ÍSLENSKA UMBOÐSSALAN
Quality of Products and
Service is the Main Priority
New office location at Krókháls 5F, 110 Reykjavík
Íslenska was founded in 1970 by Bjarni V. Magnússon, and in the 30 years or so since
then, it has managed to become one of the leading exporters of fish products from
Iceland. However, the company is not one to have a high profile.
Íslenska has steadily increased its share of seafood exports from Iceland. An average
growth of 25 percent anually in turnover during the last five years is a good measure of
the company’s strength in the market.
Íslenska recognises that the main factor on these markets today is one of quality, qual-
ity of service and quality of products. As the company itself is not a manufacturer of
seafood products, careful inspection of the shipment is in the hands of Íslenska’s team
of quality control officers. Strict attention to every detail is geared toward guaranteeing
customers that they receive the right products at the right time.
Íslenska exports seafood products all around the world, with the main markets being
in the USA and Western Europe. Exports to Asia and Africa also account for a large por-
tion of the exports. An increased focus on markets outside of the traditional markets of
the company is expected to account for a fair portion of the planned growth of Íslenska
in the next few years.
Managing director Birgir Bjarnason reflects on the future of the company:
“We believe there is still considerable room for Íslenska to grow in our main markets
and our plan is to maintain our concentration on these markets. But we also are con-
stantly looking for new market opportunities for Icelandic products in emerging mar-
kets. Markets are forever changing and developing. At Íslenska, we make quality of
products and service our main priority, and in doing so, we expect to be able to change
and adapt with these changes, thereby maintaining our strength in the future.
Íslenska exports seafood
products all around the world,
with the main markets being
in the USA and Western
Europe. Exports to Asia and
Africa also account for a large
portion of the exports.
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