About Us

Our story

In 1994 a young couple, Hilma and Jon Adalsteinsson pioneered the introduction of Icelandic fish to Swiss customers. In the back of their pickup truck they started test marketing of premium Arctic charr, flown in from a small family-farm in Iceland. Swiss customers were immediately intrigued by the superior taste and freshness of this wonderful fish. Later they were joined by Swiss/Dutch Marlise Umiker who was instrumental in growing the company.

It was a challenge to adapt processes to the difference in culture between these two countries. The Swiss customer demanded absolute precision regarding packaging, cooling, cut, logistics etc. Fulfilling this was a tough task for the Icelandic fishermen fighting the unpredictable Icelandic nature where blizzards, earthquakes and volcanic eruptions are part of everyday life.

By focusing on continuous improvement, communication and training, Ice-co managed to smooth off the edges and set up a streamlined process all the way from fishermen to the Swiss customer. This opened the door for sales into retail customers and wholesalers were Ice-co today constantly receives AAA supplier-rating. Today Ice-co products, fresh, frozen, canned and salted are available in more than 700 locations in more that 6 countries.