Niceland Seafood

Icelandic seafood company operating out of the United States

Niceland Seafood

Industry| Fishing industry
Founders| Oliver Luckett, Heiða Kristín Helgadóttir
Headquarters| Reykjavík, Iceland; Denver, United States
Products| Various seafood products
Website| nicelandseafood.com

Niceland Seafood is an Icelandic company operating in the United States which produces fish.[1]

## History

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A visit to Iceland inspired former Head of Innovation at The Walt Disney Company and founder and former CEO of theAudience,[1] Oliver Luckett, to get into the seafood business with his business partner, entrepreneur and Icelandic politician who helped launch the Best Party, Heiða Kristín Helgadóttir. They started an Iceland-based holding company called EFNI[2] in 2015. In June 2018, Luckett[3] and Helgadottir together launched Niceland Seafood, which is backed by EFNI and Iceland-based investment firm Eyrir Invest.[4]

## Operations

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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.[5][6]

The company is attempting to inhibit the effects of seafood fraud with this technology.[7]

## Partnerships

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Niceland began with one wholesale partner in Denver, Seattle Fish Co.[8][4][9]

## Sustainability

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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.[4][2]

## References

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1. ^ a b "When your Dinner comes with a Sea to pan Journey". New Yorker. Retrieved 26 July 2020.
2. ^ a b "Niceland Seafood Brings Frozen Icelandic Fish To U.S. Retailers". Shelby Report. Retrieved 26 July 2020.
3. ^ "Why this Hollywood tech mogul got into Icelandic seafood". IntraFish. Retrieved 26 July 2020.
4. ^ a b c "Oliver Luckett hopes to bring Disney magic to new seafood brand Niceland". SeafoodSource. Retrieved 26 July 2020.
5. ^ "Seafood Maker Joins Kroger Chains in Traceability Effort". Consumers Goods. Retrieved 26 July 2020.
6. ^ "Fish company from Iceland opens US headquarters in Denver". Denver Channel. Retrieved 26 July 2020.
7. ^ "Niceland Seafood Working to Fight Seafood Fraud and Educate Consumers". Seafood News. Retrieved 26 July 2020.
8. ^ "Icelandic seafood supplier Niceland grows US distribution with new team". Seafood Source. Retrieved 26 July 2020.
9. ^ "Niceland Seafood Brings Traceable Fish to Kroger". Path to Purchase IQ. Retrieved 26 July 2020.