Fishing the News 2020 by Sjávarafl

Bringing you news, knowlegde and innovation from Iceland

5th EDITION 2020

Contents PAGE 4

Marel The news species in fish factories: Robots

Synergy effect of the companies undeniable

Samhentir Samhentir & packaging

Vísir Important to manage environmental matters well

International network

Curio

Wise

he seafood industry depends on ever increasing research and product development, as well as the dissemination of findings and the forming of networks which can prove invaluable for companies. All this research serves to protect our fishing grounds and the priceless, finite wealth therein, which would amount to little if we were to utilize it irresponsibly. By disseminating our findings, we also create networks which can be an invaluable asset for companies.

WiseFish and Dynamics Business Central

Skaginn 3X Chilling at the Brussels Seafood Expo

Matís The importance of research collaboration in creating value added fish head products

Thai Union Group PCL Thai Union makes strategic investment in leading Icelandic Cod liver Company Aegir Seafood

Markus Lifenet The third generation takes over

Publisher: Tímaritið Sjávarafl ehf Phone: 6622 600 Editor and guarantor: Elín Bragadóttir elin@sjavarafl.is

The seafood expo in Brussels takes place from April 21st to April 23rd and it is the largest international expo of its kind in the world. The expo is split in two; the Seafood Expo Global and the Seafood Processing Global. That’s where companies go to present their products as well as their services and the newest machines and devices in the industry. The expo has grown a great deal and today something like two thousand companies from 78 countries take part in it. As many as 30.000 guests from 152 countries attend the expo. Íslandsstofa manages the participation of Icelandic seafood companies in both expos. That gives the companies a good chance to present their products and services, as well as new machinery. Icelanders are well equipped, being well educated in matters pertaining to the seafood industry, but just like everyone else, we need to put together a good network which enables us to gain a competitive advantage in a demanding market. What makes the network so effective is that no one can really foretell the outcome. Export companies know the importance of networks and many have come by their strong ties to other companies at the seafood expo in Brussels. Clean oceans, quality and freshness are among the measurable sources of wealth which have provided us with prosperity and serve to spur on our ongoing innovation and create marketing schemes for our unique products.

Website: www.sjavarafl.is Journalists: Alda Áskelsdóttir Bergþóra Jónsdóttir Kristín List Malmberg Magnús Már Þorvaldsson Sigrún Erna Geirsdóttir Graphic designer: Anna Helgadóttir anna.helgadottir55@gmail.com Front Cover: Óskar Ólafsson Printing: Prentmet/Oddi

FISHING THE NEWS 2020

I swell with pride and joy when I hear how well we have done as a nation in presenting our country, this rough diamond which has no equal in this world.

Elín Bragadóttir Editor

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The news species in fish factories: 4

Robots FISHING THE NEWS 2020

Elín Bragadóttir

Elín Bragadóttir ritstjóri

Fishing the News spoke to the Sales Director of Marel Fish, Diego Lages, about the current wave of robot technology that has captivated the whole food processing industry.

here are now thousands of robots installed in the food industry per year, and if you visit one of Marel’s stands on the expo circuit or at one of their in-house ‘showhow’ events, you’d be forgiven for thinking that robots have taken over.

You’ll see machines that scan fillets for bones and then automatically remove the bones and portion fillets to order, with portions automatically distributed and then packed into thermoform packs to automatically match orders – all scanned for quality automatically, with software tracking and optimizing processes along the way. So, are the days of human workers numbered? “We’ve really increased the level of automation in factories, but I don’t think there’s any danger that people will become obsolete any time soon!” says Lages. “At Marel, we pride ourselves in being an industry leader in new technologies for the industry, but it’s always about human-machine

Diego Lages, Sales Director, Marel Fish (photo by Marel).

collaboration. It’s about making the job easier for people, or speeding up production, or reducing the risk of contamination and so on.” “We’ve been trialing a depalletizing robot, for example, and the trigger for this development was ergonomics: shifting and emptying big boxes of fish is very heavy work,” Lages explains. But there are other advantages to automating this process, such as improving the handling of the raw material, being able to empty multiple boxes at once, and ensuring a steady flow of product. Of Marel’s proven robot solutions, the fully automatic RoboBatcher stands out for the way it solves multiple challenges that today’s fish processors face.

A Marel RoboBatcher places salmon portions into thermoform packs (photo by Marel) FISHING THE NEWS 2020

A Marel RoboBatcher places salmon portions into trays (photo by Marel)

“Marel originally developed the RoboBatcher for poultry processing, before we started to see the potential for this technology in fish processing,” says Lages. “We only released it last year [2019] but have already had some big sales, so there will be 20 robots operating in the Icelandic fish industry alone in the next couple of years.” Lages explains that the RoboBatcher fits in well with other Marel innovations such as the FleXicut automatic pinboning and portioning system, which hit the market six years ago.

“One of our Icelandic customers, Vísir, installed FleXicut in 2014, and now uses the whole FleXi system.” This includes FleXisort, which automates product distribution, and FleXitrim, which streamlines the infeed of pre-trimmed fillets to the FleXicut. “They’ve made their system even more efficient with the addition of RoboBatcher [to batch loins into boxes].” Another customer, Primex Norway in Myre, does a lot of chain packing, and because of this has found the robot an especially valuable tool. As Martin Rasmussen, a general manager at Primex, explains: “We can control and monitor the giveaway much better. We can also utilize the fish in a different way because it makes more uniform packing possible, compared to manually.” When Marel talks about RoboBatcher, the company is talking about a number of solutions. It is used in both the whitefish and salmon industries, with applications so far including batching portions onto trays, into thermoform packs, and packing fillets into boxes. The RoboBatcher adds value in conjunction with other products, and this is especially true when you start looking at the software behind the robot’s intelligence. Using data from Marel’s Innova Food Processing Software, the RoboBatcher keeps giveaway as low as possible by automatically adjusting processing based on which product weights and sizes best match the order requirements. “It’s hard to overestimate how vital connectivity is in modern fish processing. You need to integrate complex data from the factory processes, the operators, inventory and maintenance, not to mention traceability data,” Lages explains. Marel’s software leads the pack in automated data collection for the food industry, and while most people are well aware of the significance of this data for traceability, Marel robots and their other highly automated solutions also draw on this data to optimize processes and thereby optimize yield. Do these advances in robotics and connectivity mean that the future will soon be fully in the hands – or grippers – of robots?

A Marel RoboBatcher places cod fillets into Styrofoam boxes (photo by Marel)

FISHING THE NEWS 2020

“I don’t think that every fish factory in the world will be fully automatic within a decade, but I do think that every factory still in business will have a clear robotics strategy,” says Lages. “It’s already one of Marel’s key roles to guide customers through new technologies to work out what will suit their immediate and future needs. And robots are very much a part of that conversation.”

GET A GRIP ON SMARTER PROCESSING Get up to speed with the newest technologies and proven solutions in whitefish processing.

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Here you can see traditional filleting machines from Curio used in fish processing. (photo by Curio)

Synergy effect of the companies undeniable T Bergþóra Jónsdóttir

Curio is a producer of fish-processing machines which Elín Bragadóttir has been growing and thriving since it was founded in ritstjóri 2008. This past autumn there was a change in ownership, where Marel bought a 50% stake in the company in two installments. The company also received a grant from the EU in 2018, as well as an innovation prize in the autumn of 2019. 8

FISHING THE NEWS 2020

he machines made by Curio are known for efficiency and the machines’ popularity has increased steadily in the past years. Curio designs and develops fish-processing machines for the processing of demersal fish. The filleting machine is the cornerstone of the production, followed by the machines used for heading and descaling. The machines are all designed with the aim of

The companies have already launched a development project with the aim of utilizing the experience and knowledge of both companies to design a new machine together. The goal is to be able to present a new machine during the annual seafood expo in Brussels.

improving durability, efficiency and speed and the designers and techengineers of the company are always on the lookout for ways to improve, develop and create new and better machines. We interviewed Elliði Hreinsson, owner and CEO of Curio, who founded the company all by himself in 3008. He claims to have introduced the machines at precisely the right time, even though it was the middle of the banking crisis. “My operation took off in 2008 in the middle of the economic collapse. So many things must coalesce for a company such as this one to get off the ground, not just having a good product to offer but to hit upon just the right timing. It all came together perfectly there, the timing and the product. People wanted a filleting machine which was convenient and efficient and I had one to offer. I just had the right product at the right time, meaning the filleting machine and one heading machine which has now been upgraded. The economic collapse caused things to contract and people sought for any methods which they could use to survive and increase their efficiency. When they saw that the machine improved their efficiency they were prepared to invest even though times were tough. Production then began increasing little by little and the company grew with a relatively small overhead,” says Elliði. The company now employs about 50 people and most of those work in Hafnarfjörður, but the company also has several employees in who service the northern and eastern parts of Iceland. Also, there is a small plant in Scotland, one service representative in Boston and one employee in Norway.

Flew under the radar at first The company became quite successful quickly, at home and abroad, and export has been its main area of growth, 85% of the production

“Me make use of the advantages offered by Marel, which is a very strong operation. We have the machines which they need to build their comprehensive fish-processing solutions. We close the gap for them. These two companies are able to offer a comprehensive solution for fishprocessing companies.” being made for export. Elliði made a conscious decision to lay low for the for the first few years so that the main competitor, the 100-year old German company Baader, would not become aware of him. “I intentionally flew under the radar at first, trying not to attract too much attention in the beginning so that I would receive fewer blows from them. They tended to kill off quickly all those who had begun posing a threat to them. This plan was a success, for the most part, and I had time to establish a foothold before they had started noticing me,” says Elliði. Curio received a grant of 2.3 million kronas from the European Union in the year 2018 to develop a machine which removes the collar-bones from demersal fish. “We only half-heartedly applied for the grant from the European Union because we thought that we didn’t stand a chance but then we received the grant, which ultimately enabled us to put a lot of effort into developing the machinery. When fish is headed it still contains collarbones, which need to be removed before the fish can be filleted. Until now there has been no machine which can perform this service, so it

Elliði Hreinsson stands next to a C-2011 filleting machine that is being made. (photo by Curio) FISHING THE NEWS 2020

Curio received a grant of 2.3 million kronas from the European Union in the year 2018 to develop a machine which removes the collar-bones from demersal fish. has always been done manually, but we wanted to create a machine which could do this. The fish is measured by a computer and then chopped according to those measurements. This is, of course, done so that more of the fish can be utilized. Our machines fillet fish ranging from 6 kilos to 20 kilos. The project is well on its way today and will hopefully be completed in the middle of 2020,” says Elliði.

New opportunities with Marel Marel bought a 50 percent share in Curio in October and has the option to purchase the remaining 50 percent share in 4 years. “Marel develops and designs comprehensive solutions for the food industry and wanted to work more closely with companies in fishprocessing, but needed the machinery which we’ve produced for that industry. They are in stiff competition with Baader just as we are, so it was a foregone conclusion that we would start conversing amongst ourselves. It was decided that they would enter the company as investors and last year they bought a 40 % share in the company and next year 10% will be added, which will mean that they own half of the company, the other half belonging to me and my wife,” says Elliði. The companies have already launched a development project with the aim of utilizing the experience and knowledge of both companies to design a new machine together. Elliði says that, if all goes well, then the goal is to be able to present a new machine during the annual seafood expo in Brussels in April, adding that the synergy effect is undeniable in both development and marketing.

companies. Me make use of the advantages offered by Marel, which is a very strong operation. We have the machines which they need to build their comprehensive fish-processing solutions. We close the gap for them. These two companies are able to offer a comprehensive solution for fish-processing companies.” In the past 7-8 years the development of technology, which is slowly taking over, has resulted in a fifty percent decrease in staff numbers in processing plants. Elliði says that technology creates better opportunities and results in a competitive advantage. Foreign companies have become more willing to purchase fish in Icelandic markets and export it fresh to be processed in, for instance, Poland or

“I intentionally flew under the radar at first, trying not to attract too much attention in the beginning so that I would receive fewer blows from them. They tended to kill off quickly all those who had begun posing a threat to them. This plan was a success, for the most part, and I had time to establish a foothold before they had started noticing me.” Lithuania. Therefore, it is imperative for society that full processing be possible in this country. The making of capital goods should take place in Iceland, which will result in economic benefits for Icelandic society.

Received an innovation prize in 2019 Curio also received the Icelandic Innovation Prize in 2019. The winner was selected by examining the entire operation of the company. Receiving the prize was very beneficial for Curio and Elliði says that it gave the company extra lift. It gained more attention, especially abroad. The selection committee concluded that the company had developed outstanding products. That it succeeded on the strength of its own products and managed to grow and thrive, which also benefits society. That the company greatly emphasized the ongoing effort to develop machines which are very likely to succeed in the market i. the coming years.

“If we had tried to develop this machine by ourselves we would have had to spend 2 years trying to gain the knowledge. But Elliði has been working in now the knowledge exists this industry since 1986. He is a Elliði and his people received a European grant to design and within both companies so we certified steel construction develop the Cutting machine C-5010, pictured here. can shorten the development worker and self-educated in the fields of plans and design. period considerably. Also, a lot of things can be coordinated, such as paperwork. The company gains a lot of strength as a result, as is plain to Elliði was brought up in his grandfather’s workshop, Elliði Norðdal, who see for instance from the fact that the sales staff grows from 2 to 82 in introduced the first electric jigging machines for fishing boats, the sothe first step alone and we expect to see some changes in production called Elliðarúllur, which were electric handline reels for boats. and sales later in the year. Elliði also ran the company Hafspil with his father, which produced nets and machinery for boats and processing plants. He says that he’s Ideas for various new machines occur to me more quickly and I can put been designing and building since he was a boy. “I spent a lot of time all my energy into development. The amount of knowledge therefore in grandpa’s workshop and was always interested in design and always increases considerably. had several ideas in my head. I still tend to persist when I get an idea in There are advantages as well as disadvantages to having a small my head. I often get ideas in the evenings and weekends at home. I’ve company, but by doing this we are getting the best out of both always been good at that,” says Elliði.

FISHING THE NEWS 2020

To see valueâ&#x20AC;Ś where others do not, is a quality that few possess. Our role at MatĂs is to support those that have the potential or the ability to create value for the greater good of society.

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Samhentir & packaging Brynjar Viggósson, Director of Sales and Marketing at Samhentir

The seafood industry has always been one of key businesses at Samhentir, servicing both towards their packaging and other related services. Additionally, Samhentir have grown stronger through years in serving other industries as well. Thus, Samhentir is serving complete and broad line of packaging solutions towards wide variety of customers in different sectors in Iceland as well as outside Iceland.

ll the way through since Samhentir was founded, in 1996, the seafood industry has been very important for the company. Our service scope towards the seafood industry today is very broad and spreads from packaging for the products over to packaging solutions with machines and equipment. Our customers are producing high quality products and therefore our role is important to protect the quality of the products in its long journey from production plant to place of delivery. In addition, we need to offer a broad variety of solutions, as well more and more environmentally friendly packaging solutions. Yes, indeed our role is big and in many ways!

Samhentir look at this a mutual task with everyone involved and our role is to offer the best possible box to for each different transport method. For example, we can offer a unique box name “Cool Seal” which is 100% recyclable as it is made of polypropylene, furthermore the producer Tri-Pack is BRC and FSA approved. The Cool Seal box has superior insulation as it seals the atmosphere within the flutes of the box and by doing so it creates the insulation for the product inside, enabling the products to arrive fresh at place of delivery. With no doubt, the Cool Seal box suits very well for a seafreight journey and in fact we have still not met any problems in airfreight! Our only

If we look at the environmental issues which gets a lot of attention these days, we must look at it from a wide perspective but still look at each link in the whole value chain. Sometimes criticism comes only towards one or two links but as said we must look at the whole chain. We can for example ask the following questions such as: Is the source, i.e. forest, renewable source and FSC approved (Forest Stewardship Council), is the production in line with nowadays standards, is the material acceptable, is the transport route the most efficient route as well as with as short distance as possible, are we offering packaging which are easy to handle afterwards towards recycling processes etc.? These are only few of the questions that we need to go through when we pay attention to the packing whether it is acceptable or not. While at the same time one might only look at one link and take its judgements from there: in other words, too narrow comparison! Fresh produced fish from Iceland has grown a lot in recent years, both in quantity and value. As one can imagine in a fresh product like fresh fish the cold chain is very important. That means the packaging must be up to standards but not the least the transport chain and processes around it, need to meet standards! We sometimes ask the question: Is the task to offer “the correct box” or has it to do with the processes? That is to keep the cold chain unbroken with correct processes. We at

FISHING THE NEWS 2020

CoolSeal boxes, on the pallet on the left hand side, a lot lower than other option in boxes (EPS) and still able to carry more weight. (Photos: Owned by the company Samhentir).

Fresh fish products in a CoolSeal box

concerns are towards broken and badly handled processes in the cold chain and in reality, that goes for all types of boxes and all types transport methods. Therefore, we say it is a mutual task between us and the producer, transport service provider, the consignee and end receiver. Everyone must take their part seriously without any delays or hick ups! If, one of us stands still then a fresh product like fresh fish will only damage. Everyone has responsibility and that is exactly the way we look at it here at Samhentir! Our duty is high, and we take our role very seriously, we have to offer packaging solutions in line with the needs of the market as well as to offer good quality, service and reliability!

Example of well branded CoolSeal boxes from Niceland Seafood. FISHING THE NEWS 2020

Newest vessel owned by Vísi hf, Páll Jónsson on way into port.

Important to manage environmental matters well Bergþóra Jónsdóttir

Photos: Owned by the company Vísir Elín Bragadóttir The seafood company Vísir in Grindavík places ritstjóri an emphasis on responsible fishing, high tech processing and product quality. The company’s aim is to set a good example in environmental matters, minimize the environmental impact of the operation and reducing the carbon footprint. The company uses environmental dashboards to manage its environmental impact and is constantly seeking ways to find better solutions.

FISHING THE NEWS 2020

Margrét Kristín Pétursdóttir, director of quality affairs At Vísi hf.

ísir is a cutting-edge company which was founded in 1965 and currently operates seven longline fishing boats and runs two fish processing plants in Grindavík. “All the ships are equipped with automatic baiting machines and good machinery in order to preserve the quality of the raw material as well as possible. The saltfish processing plant has been in the same building since the company was founded and although the product is conventional, the machinery and the processing methods have undergone a lot of changes during that time. The freezing plant is well equipped with machinery which is used to produce various products, whether fresh or frozen. This high-tech processing offers great flexibility to meet the demands and wishes of our clients all over the world,” says Margrét Kristín Pétursdóttir, quality director at Vísir.

Responsible fishing and traceability “Longline fishing brings us high quality raw materials and are also environmentally friendly. We emphasize responsible fishing and have put a lot of effort into equipping ships and plants in order to make them as efficient as possible. The technological development which has taken place during the past few years plays a main-role in that context. We have software aboard the ships, as well as on land, which communicate with each other. For instance, we possess a 20-year long history on fishing areas and how various species of fish spread and we use that data to guide the boats to the most plentiful areas each time. By knowing where to find the best fish, one can take fewer trips on good ships which translates into oil economy,” says Margrét. “This software with its interconnectivity also ensures traceability which is a key factor in responsible fishing.” Vísir has an MSC tracking certification and is a member of Iceland Responsible Fisheries. Vísir uses the Innova software from Marel to monitor output, quality and production capacity and has made use of technical innovation in order to increase efficiency. “A good example of this is the FleXicut machinery, which sizes up each fillet and decides how best to chop it into bits, which has improved the utilization and value of the fillet,” says Margrét. Good use is made of all the raw materials and each fish ends up in multiple products. Many of the extra products end up in the fish drying company Haustak, which is owned by Vísir and Þorbjörn hf. and in the next few months Marine Collagen – a collagen factory owned by Vísir, Þorbjörn, Samherji, Brim and Junca, will set up shop in Grindavík and all the incidental fish skin will end up there, says Margrét.

“The ocean is our resource, we count on a particular oceanic temperature. We cannot but take the admonitions of scientists seriously and do our best to protect the environment.”

“The company is hoping to collaborate with the company Pure North Recycling which recycles plastic using environmentally sound energy sources.” “The ocean is our resource, we count on a particular oceanic temperature. We cannot but take the admonitions of scientists seriously and do our best to protect the environment. We also find it important to see what others are doing in these matters. We look to the company Brim for guidance and have often visited it and familiarized ourselves with what they are doing for the environment. This is about everyone doing their best and learning from each other. Serious events are taking place and we must all do our part in reversing those developments,” says Margrét. Vísir aims to set a good example in environmental matters. It takes time to reorganize and find the best ways to proceed but the company is well on its way, states Margrét Kristín. “We use software from the company Klappir grænar lausnir, the so-called environmental dashboard. Their dashboard compiles all the data environmental factors and calculates the carbon footprint, carbon demand and other factors. This kind of dashboard can be used to compare time periods and thus get a clear idea of how successful the projects have been and what is most important at each period. We operate in accordance with the environmental policy which we’ve set for ourselves. The dashboard manages the numerical data which we can then use to set our goals,” says Margrét Kristín. The electrical-, water- and fuel-efficiency of each plant and each boat can be analyzed. “We plan on using this to improve our operation even further,” says Margrét. Work is currently being done on building an environmental group within the company so that people from each division of the company can have a bird’s eye view of the dashboard. Compiling the data has taken some time but Margrét says that currently the biggest suppliers stream their stock data straight into the system, which already contains data from the year 2017. These are companies

Additional emphasis on environmental concerns Consumers increasingly demand environmental accountability and wish to know which companies are pulling their weight with regards to environmental matters. Also, there is a growing demand for companies presenting tangible data on this issue. Companies who are environmentally sound therefore have better standing in sales and marketing.

Unloading in progress at Vísi hf. FISHING THE NEWS 2020

Improved recycling and waste classification

Boats at the dock owned by Vísi hf.

“We use software from the company Klappir grænar lausnir, the so-called environmental dashboard. Their dashboard compiles all the data environmental factors and calculates the carbon footprint, carbon demand and other factors.” such as Olís, N1, Netorka, HP gámar and HS veitur. “We have data sources for fuel, electricity, hot and cold water and waste. The numbers automatically enter the system and we can see the data in real time, month by month, or each year in isolation,” says Margrét Kristín.

FISHING THE NEWS 2020

Vísir has been seeking ways to recycle disposable protective clothing made from plastic which is used in the processing plant. The company is hoping to collaborate with the company Pure North Recycling which recycles plastic using environmentally sound energy sources. The company wishes to examine whether its use of Styrofoam boxes can be reduced in favor of cardboard boxes. This examination is currently in progress and they hope to reach a conclusion in that context as soon as possible. The next tasks will then be to better see to the classification of the waste which comes from the ships. “We’ve been working with Þorbjörn, HP gámar and Klappir on a project to build a collection point which would collect trash from the ships which unload in the harbor in Grindavík, something akin to Svanurinn made by Brim. It is also important to put pressure on all the country’s harbors to accept the ships’ classified waste. We’ve been increasing our classification ratio significantly, reaching 48% in the processing plants and next on the agenda are the ships,” says Margrét. The company also espies opportunities in the minimization of packaging and intermediate cargo transport and endeavors to use the most environmentally friendly packaging possible. The products are distributed across Europe and into America. “We want to use as few intermediaries as possible. We don’t package the product directly but we want to get as close to that as we can and process the product as much as we can, precisely in order to be able to skip these intermediate packaging materials.” We want to leave no stone unturned in the search for better solutions. In that context we might add that we’ve welcomed a few students from the universities, which are working on several environmental projects. We’re very open to such projects because these students often provide us with a different perspective on that which we’re working on.” The company will issue a social-report which will include all the data and the environmental plan in its entirety. “We want to increase transparency. Once we’ve mastered that factor we can turn to carbon offsets. The importance of this set of issues is steadily becoming more apparent and the people of Vísir are eager to contribute what they can to the protection of the environment,” Margrét concludes.

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Jon Heidar Palsson, CSO WiseFish (photo by Wise).

WiseFish and Dynamics Business Central Set up in minutes - â&#x201A;Ź275 per user on our cloud environment hosted in Azure Wise now offers customers access to the whole Dynamics BC suite, including WiseFish, and it will be ready to use on our cloud environment hosted in Azure within minutes. No set-up, no servers and no expensive hosting. Just one price, â&#x201A;Ź275 per user per month. 18

FISHING THE NEWS 2020

Elín Bragadóttir

Elín Bragadóttir ritstjóri Use Office 365 with Dynamics Business Central and WiseFish and you will have everything you need for your business in a single combined solution: Word, Excel, PowerBI, PowerPoint, SharePoint and Microsoft CRM, including Teams. WiseFish is built on Microsoft Dynamics 365 Business Central and tailored for the seafood industry. The standard Business Central installation includes customers, vendors, inventory, production and general ledger. WiseFish covers the rest of the value chain, including fishing, production, trade, warehouse, inventory management and sales. This unified solution is suitable for seafood companies of all types and sizes, including farming.

Unified solution suitable for seafood companies.

Today, Wise has more than 2,000 corporate customers in the Azure cloud, and we have processes that help companies get started with little effort. While WiseFish is used by some of the world’s largest seafood companies, the combination of Microsoft Business Central and WiseFish can be used by companies with three users or more, all utilising the same standard system. This functionality has been developed with the help of our customers in Iceland and worldwide. “Our customers’ ideas and suggestions help us to further develop and improve our products through a continuous improvement cycle. We pride ourselves on our good relations with all the seafood companies and traders in Iceland; the majority of them are our customers.” says Jon Heidar Palsson, CSO at Wise.

Wise Cloud Solutions are the key to achieving better results “In a world of ever-increasing competitiveness, companies must utilise the latest software technology to gain an advantage and ensure better

and more dynamic processing of data to facilitate decision making and achieve maximum success in operations at all times. It has never been more important to keep machines, networks and software up to date. The latest versions of WiseFish solutions are the key to achieving better results and competitive success,” says Jon Heidar. WiseFish software provides dedicated processes for managing fishing and fishing methods and for monitoring off-loaded quantities, species caught, catch quota status and production processes.

Tradition and technology The seafood and fisheries sector is built on tradition, connections and hard work. It has evolved over time and is now moving quickly to apply the technology associated with the latest changes – the so-called fourth industrial revolution. A growing number of fisheries are utilising the internet of things, artificial intelligence, machine learning and data mining to process the vast amounts of data available within their own companies and further afield.

FISHING THE NEWS 2020

Seafood companies gather information from their own processes and from external systems then make detailed reports available covering every phase from catch to the delivery to the end customer. Maintaining the flow of up-to-the-minute information between sales, production plants and third-party providers is crucial in order to consistently meet delivery commitments to some of the most competitive and demanding markets in the world. WiseFish and Business Central together gather information from all operations, providing a competitive advantage and a solid foundation for revenue growth and better bottom line results.

“The key to success is software that provides us with key information in real time. We use WiseFish and WiseAnalyzer, both of which ensure that the status, along with performance and margin, are clear at the end of each day,” Guðmundur Smári Guðmundsson, G.RUN Smart processing capabilities Equipment for production lines is becoming increasingly smart, with higher speed and greater agility. Intelligent machines can sort, cut and pack using 3-D imaging, sonar and standard images. Machine learning brings improved precision with each fillet that passes along the production line. WiseFish Peripherals, an integral part of WiseFish, can connect to third-party systems such as Innova software from Marel. The system can also communicate with peripheral equipment such as scales and hand-held computers then automatically feed the information into the ERP system, making data capture systematic and automatic. You can use this information to gain a precise insight into your business. Wise Analyzer includes Wise Cubes, data warehouse and Power BI. It is a standalone solution that allows businesses to analyse and visualise

FISHING THE NEWS 2020

data from Business Central with prebuilt cubes. WiseAnalyzer is an essential tool which gives the capability to easily analyse and interpret data from Microsoft Dynamics BC and gain fresh insight into corporate operations. The more you know, with accurate automated data, the greater the yield from your processes. Less stock is wasted and better opportunities will become apparent.

Can access more information about the operation Jón Heiðar adds that the digital changes in the fisheries sector have been ongoing for some time. A lot of things have changed over the course of the 30 years that WiseFish has been under development, and it can be said that with the enormous progress that has been made in software design, technology has solved and is still solving complicated aspects within the business environment through automation and by reducing the amount of duplicated efforts and repetitive processes. Through the electronic sending and receipt of invoices, it is possible to send invoices digitally to recipients, and lines in the invoice are automatically read into the system and sent, therefore, automatically to the approval system. In addition, Jón Heiðar says that reports from vessels, containing information on catches and location, are likewise routed directly into the systems, thereby ensuring that it is possible to see in advance when and what will be off-loaded. Connections with peripheral devices, scales and printers have become standard equipment, thus making it possible to “eliminate” typos. Repetitions of certain work are also eliminated; information and inventory management become more accurate in the systems of a company. By using bar codes, all management of inventory in and out from warehouses has become more consistent, as systems are as reliable as the information entered therein. All these factors have an impact on the competitiveness of a company. It is in the hands of the executive management of companies to understand that technology is not only here to stay, it is also used to the greatest possible extent by competitors. Companies in the fisheries sector now have more and more detailed information on their operations, a better overview of inventory figures, more accurate utilisation of the resource and the perfect traceability of products. Wise works with partners around the globe to support the seafood industry through a holistic focus on the value chain and a constant quest to build solutions that improve the fisheries sector through data and technology. This is how Wise sees the future in seafood software: a combination of Microsoft systems and effective custom processes tailored for the fisheries industry by our dedicated team of professionals with more than 30 years of experience in the business.

Innovative Processing Equipment for Heading, Filleting and Skinning

Visit us in Brussels, Seafood Processing Global Booth 4-6211. Hall 4 21-23 April 2020 www.curio.is

Core temperature after SUB-CHILLING.

Chilling at the Brussels Seafood Expo Skaginn 3X opened a branch for sales and services in Norway in 2018. The operation has been a success and will be expanded in April. The office’s next big project is the Seafood Expo in Brussels, where their patented chilling technology SUB-CHILLING™ will be a main focus. Stronger foothold in Norway

Sigrún Erna Geirsdóttir

FISHING THE NEWS 2020

“Since we opened the branch two years ago it has been such a success that we’ve decided to expand in April,” says Magni Veturliðason, who runs the sales- and service-branch in Bodö, Norway. The current team has put a lot of effort into the company’s presence in the Norwegian

current and prospective clients, and promoting the fish processing solutions that Skaginn 3X offers. “Our salmon processing systems are already established and SUB-CHILLING™ is set to make a serious impact in the field of fresh product shelf life extension. Fresh products that have undergone our SUB-CHILLING™ process show lower bacterial counts and longer shelf lives. We are very excited about showcasing it this year at the Brussels seafood show.”

Chilling at the Brussels Seafood Expo Global Just like most Icelandic companies in the international market, Skaginn 3X will head to Brussels in mid-April to attend Seafood Expo Global, which is held there annually. As in previous years, participant companies are expected from about 90 countries and thousands of attendees, as the expo is the largest in the world in the fishing industry. “As usual, a large delegation from Skaginn 3X will go there. It is an important exhibition for the team from the Norwegian office because Norwegians show up in great numbers.” says Veturliðason. “We always have a lot of visitors and a large group of people always visits the booth to see what the company has to offer. This is the perfect venue to meet our clients, show them our systems and like at all shows wrap up contracts and sign on new leads.”

Magni Veturliðason CEO of Skaginn 3X AS Norway.

market, where there is a great deal of opportunity. Skaginn 3X had, of course, had products on the Norwegian market, but when they felt an increase in demand, they decided to meet it with better local presence.

SUB-CHILLING™ “Our products are, of course, perfect for the Norwegian market which processes salmon, demersal fish and pelagic fish, with salmon playing a major role,” says Veturliðason. Much of the effort goes into maintaining a good relationship with

With busy weeks ahead preparing for the show, Veturliðason and his coworkers in Norway are happy with the trend they are seeing and the responses they have received from the clients who will attend. “Our meeting schedule has doubled as a result of our presence in the Norwegian market,” says Veturliðason, “and we are excited about being kept busy before, during and after the show.”

New solutions for the salmon industry Skaginn 3X will present a range of solutions at the Brussels Expo. “We always have something new going on. Last year we put a lot of effort into marketing the ValuePump™, a new, larger type of pump for whole fish, but then we’re of course always trying to boost that which we introduced in the previous year,” says Veturliðason. “The most exciting and new part now, of course, has to do with technical solutions which we’ve been developing; solutions having to do with the chilling of fish. The Norwegians have been very excited about this, especially the salmon industry, which is a lot bigger than that of demersal fish. The salmon industry is on the rise in Norway and there are new slaughterhouses, while many are currently expanding their operation.”

Eliminate ice with SUB-CHILLING™

Skaginn 3X SUB-CHILLING system.

Skaginn 3X is currently offering chilling solutions that are unique in the market. The SUB-CHILLING™ system uses a method that decreases or eliminates the need for using ice in containers; something which increases shelf life and maintains product quality for much longer FISHING THE NEWS 2020

Traditionally chilled salmon vs. sub-chilled. Sub-chilled salmon fillet had noticable less gaping.

than processors have seen before. The Icelandic market has grown quite familiar with the system and now there is a powerful marketing effort afoot in Norway.

An utterly new way of thinking “Since our system presents an utterly new way of thinking it takes time to market the product to processors,“ explains Veturliðason. “We have already sold this to three slaughterhouses and others are coming onboard. People have begun to realize the implications of this solution, whether economically, qualitatively or environmentally. It is so important to adequately chill the fish. We are excited about the reception this will have at the Brussels Expo.”

Maintain quality and increase sustainability The quality of the fish as a fresh product will be maintained for longer because it’s colder than under usual circumstances. “Our tests and that of Matís, the Icelandic Fisheries Laboratories, have shown that we can extend the time before the quality starts to drop by 4 to 8 days. This has not been officially verified in Norway yet,” says Veturliðason. “If markets store the fish in optimal conditions, they can stock the fish for longer, which significantly counteracts food waste. Now that people have begun thinking more along environmentalist lines it is also a great advantage that our solution greatly reduces the carbon footprint of transporting fish when the ice is not included. The system is therefore a better option than traditional chilling from the standpoint of both quality and the environment.”

Less ice, more savings

Thawing is also an art

The way that the SUB-CHILLING™ system works is that the fish is chilled to the temperature of -1,2°C which is a temperature well above the freezing point of the fish, without the use of ice. In the case of a great quantity of fish, skipping the ice makes a great deal of difference. “If we look at Norway, we see that the Norwegians export about 300.000 tons of ice each year with their salmon. We can reduce this significantly using our method.”, explains Veturliðason. “If we then shift our attention to, for instance, Asia or America, the ice weighs 30.000 tons which translates to a lot of flights. Cargo flights are very expensive, the cost of transporting a kilo to Asia ranges from12 to 15 NOK so when we do the math it becomes quite clear that the savings are enormous when people re able to avoid transporting the ice.”

Besides the great possibilities enabled by the SUB-CHILLING™ system in Norway, Veturliðason also has great expectations for the thawing systems of Skaginn 3X. “It is important to process fish correctly when freezing onboard and then thawing it for processing on land. Our thawing systems do that quite well and we have sold quite a few of them in Iceland and abroad. A good thawing process is a key factor in maintaining the quality of the frozen product. Our thawing applications thaw the fish at low temperatures and keep it cold while it equalizes. We deliver better material yield and higher quality with our equipment.” Thus, opportunity awaits in Norway. The aim for Veturliðason and his team at the Norwegian branch office now is to reach more customers, increase the turnover and subsequently add employees in order to service their market even better.

FISHING THE NEWS 2020

Photo by Óskar Ólafsson

The importance of research collaboration in creating value added fish head products To see value where others do not, has been a focal point in the support that Matís and its predecessor, the Icelandic Fisheries Laboratories (IFL) have provided to individuals and Icelandic food producing companies in their value creation.

n example is the exceptional use that the Icelandic fishing industry makes on the cod catch compared with competitors, in which drying of heads and frames is the cornerstone1.

Not so many years ago, Iceland produced mainly fish meal - socalled bone meal - from white fish heads, assuming the heads were

1 https://icelandmag.is/article/icelandic-fishing-industry-makes-least-50-better-use-codcatch-competitors

Raw materials placed on drying frames (photo by Lárus Karl)

FISHING THE NEWS 2020

Well iced raw material (photo by Lárus Karl)

not discarded. Each of the 48 or so domestic fish meal plants had specific apparatus to grind the bones and heads in such a way that fish meal could be produced containing about 55-65% protein and high amounts of minerals. Out-door drying of heads was also possible, but not widely practiced as the processing was very seasonal and the quality of the final products varied considerably, resulting in low sales prices to Nigeria. In 1978, a pioneer in-door drying company, Langeyri in Hafnarfjördur started drying heads using the design and methods

Icelandic drying factory - secondary drying (photo by Lárus Karl)

Guðmundur Stefánsson, Research Group Leader and Sigurjón Arason, Chief Engineer both working at Matís. (photo by Matís)

developed by IFL and with support from the research organisation. The innovative IFL technology consisted of two steps; the first step was tunnel drying and the latter step, container drying. The in-door drying process used local geo-thermal energy and had the advantages over out-door drying, that processing could be carried out all year round and with reduced overall drying time. Product quality using in-door drying could be made more uniform both in consistency and in terms of water activity (water content). Further, insects and pests did not interfere with the in-door drying production. The technology was developed further in collaboration between industry and research organisations and by 1981 a continuous drying

process was set up in Hveragerdi, consisting of belt in-door drying. Some years later the factory was moved to Reykjanes. The techniques developed at this time are still used for the in-door drying of heads and frames in the 12 drying factories that have been set-up, close to the fish processing operations in Iceland. The export of in-door dried heads and frames to Nigeria started slowly and in 1984 less than 1.500 tons were exported annually but by 1986 the export had expanded and reached approx. 7.000 tons. The breakthrough in export did however not occur until the drying industry – again in collaboration with research – had carried out improvements e.g. in harmonisation and stabilisation of product quality and by focussing on the handling and freshness of the raw material before drying and fine tuning of process parameters such as temperature, relative humidity and air speed. It also helped that individuals from the drying companies visited buyers in Nigeria to learn more about the specification and quality attributes required in final products to meet consumer demands. By 1997 the sales of dried heads and frames had increased to approximately 10.000 tons annually. The export has slowly increased further in recent years, to the level we see today of approximately 15.000 tons annually. To produce the annual quantity, 15.000 tons, about 75.000 tons of wet raw material are required or about 200.000 tons of caught white fish species (mainly cod). The heads are a primary product and are used for various food items in Nigeria whereas the frames are a secondary product and mainly used for soup, as condiments or an ingredient.

Dried cod heads, high quality product (photo by Lárus Karl)

Due to the emphasis on the value creation from cod heads, other options are now open for Icelandic fish processors in the use of fish FISHING THE NEWS 2020

A high quality dried product in the market â&#x20AC;&#x201C; Nigeria (photo by SigurjĂłn Arason)

heads other than drying, such as freezing and salting as well as splitting the heads and/or removing the meat from the heads and in production of protein powder for the food ingredient market. Further value creation from fish head is still ongoing; currently, Matis is supporting several processors in developing high value products from heads such as tongues, cheeks, gills and eyes. The skin and bones can also be a source of collagen and gelatine that find various applications e.g. within the food and nutraceutical sectors. It should be mentioned that Iceland now only has 10 fish meal processing plants, that mainly focus on meal and oil production from pelagic fish species such as capelin, blue whiting and cut-offs from mackerel and herring. Only one of these plants still holds an apparatus to grind white fish heads and frames.

FISHING THE NEWS 2020

Thai Union makes strategic investment in leading Icelandic Cod liver Company Aegir Seafood Strategic investment in Aegir will strengthen King Oscar’s position in the cod liver market Growth of the cod liver business for King Oscar to be given boost from investment

hai Union Group PCL today announced that it has made a strategic investment in Aegir Seafood Company, one of the leading producers of cod liver in Iceland.

The investment in Aegir will support the growth of the cod liver business for Thai Union’s King Oscar brand, a Norwegian-based manufacturer of cod liver, sardines and mackerel. “Aegir has built a reputation over almost 25 years for manufacturing some of the most premium cod liver in the market today,” said Thai Union CEO Thiraphong Chansiri. “The strategic investment in Aegir will strengthen King Oscar’s capacity and market position through the addition of the plant in Iceland, while also providing improved sourcing of cod liver for the brand.” Aegir sources all of its cod from Icelandic Responsible Fisheries, while its products are also certified by the Marine Stewardship Council (MSC). MSC certification is widely recognized by global experts as the best mark of seafood sustainability. The investment will play an important role in King Oscar’s strategy to create growth and help it take a leading position in the canned cod liver segment. King Oscar has a strong brand heritage of more than 140 years and is one of the leading canned fish suppliers in Norway, the U.S., Poland, Belgium and Australia. King Oscar was acquired by Thai Union in 2014.

About Thai Union Group Thai Union Group PCL is the world’s seafood leader bringing high quality, healthy, tasty and innovative seafood products to customers across the world for more than 40 years.

Caption: Thiraphong Chansiri, CEO at Thai Union Group PCL

Today, Thai Union offers ambient seafood, chilled and frozen seafood, PetCare and value-added products. Thai Union is regarded as the world’s largest producer of shelf-stable tuna products with annual sales exceeding THB 133.3 billion (US$ 4.1 billion) and a global workforce of over 47,000 people who are dedicated to pioneering sustainable, innovative seafood products. The company’s global brand portfolio includes market-leading international brands such as Chicken of the Sea, John West, Petit Navire, Parmentier, Mareblu, King Oscar, and Rügen Fisch and Thai-leading brands SEALECT, Fisho, Qfresh, Monori, Bellotta and Marvo. As a company committed to innovation and globally responsible behavior, Thai Union is proud to be a member of the United Nations Global Compact, and a founding member of the International Seafood Sustainability Foundation (ISSF). In 2015, Thai Union introduced its SeaChange® sustainability strategy. Find out more at seachangesustainability.org. Thai Union’s on-going work on sustainability issues was recognized in 2018 and 2019 by being ranked number one in the world in the Food Products Industry in the Dow Jones Sustainability Index, achieving a 100th percentile ranking for total sustainability score. Thai Union has now been named to the DJSI for six consecutive years. Thai Union was also named to the FTSE4Good Emerging Index for the third straight year in 2018. Media contacts Thai Union Group PCL. Leigh Murray Strategic Communications M: +61.473.658.807 E: leigh.murray@thaiunion.com FISHING THE NEWS 2020

The third generation takes over Alda Áskelsdóttir Photos: Alda Áskelsdóttir, Sjávarafl and from a private collection.

or thirty-three years Pétur Th. Pétursson has been at the helm of the company Markus Lifenet ehf. He is currently at a crossroads, having placed control of the company in the hands of his children. For all those years Pétur has surely been through a lot in his business and sometimes the going has been rough. But now the company is steady. At such a milestone it is only natural for a man to reflect on the past. Pétur says that he is satisfied with the choices he made but that it occurs to him that the road may have been decided for him long before he set off on his journey. Life‘s coincidences can be so incredibly odd and fun… or maybe there are no coincidences? Some say that this is the case and claim that everything is predestined, fate is written in the clouds and cannot be altered. Pétur had been travelling his own path through life when he was faced with the decision whether or not to take over his father-inlaw‘s company when he died. He says that it was a difficult decision to make but, looking back, he gets the sense that it was in fact what he was meant to do. “At that time I was teaching woodwork to children, along with running the sailing club Þytur and I was active in various organizations. It had of course occurred to me to make changes. But to join forces with my father-in-law, Markús B. Þorgeirsson, who invented Markúsarnetið and founded a company around it, was not necessarily in the picture, although I had assisted him briefly in the developmental stage, etc.“ It‘s fair to say that fate stepped in. “Markús died suddenly at the age of sixty. He had been travelling the country, introducing the net to fishers and had gotten the company off the ground. I was the only on ein the family capable of taking over for him after he passed. I told my wife that we should give it a try for five years but that was over thirty years ago.“ Pétur says that the first year was very hard for him. “I had to clear the air after a disagreement with the person who had overseen marketing for Markús. The only thing for me to do commercially was to repair nets which had already been sold. All production and sales were down until december of 1985.“ Although Pétur had not been able to

FISHING THE NEWS 2020

Pétur has been at the helm of the company Markus Lifenet ehf for thirty-three years. These years have undeniably been eventful but now he has decided to step down and leave the company in the hands of his children.

“I decided not to merely sell rescue equipment but also knowledge about how to rescue people from the ocean and that was the teacher in me at work.“ fully launch the company from the beginning that doesn‘t mean that he was inactive. “In May of 1985 I had designed and developed another version of the net,“ says Pétur but a lot has transpired since then.

Rakel Pétursdóttir is taking over as CEO.

The right man in the right place As Pétur was assuming control of the company, for the first time in Iceland a course called “Growth and success“ was given in Iceland by Iðntæknistofnun (the Institute of Industrial Technology), Samtök Iðnaðarins (The Industrial Association) and Útflutningsmiðstöð (The Center for Export). “The chief executive officers of fifteen companies took the course and I was one of them, quite distinct from the others as most of them led large companies,“ Pétur says with a chuckle. “For eighteen months we were educated on matters of finance, banking, planning, marketing and other similar matters. This was a very good school. We would meet for two days a month and receive lectures, along with visiting, for instance, banks and other institutions which had been inaccessible to us. A priceless social network was created there.“ Pétur says that during the course he had learned to think properly outside the box and raise his sights beyond the confines of his homeland. “At that point Markúsarnetið had, for instance, only been intended for fishing vessels but now that is only a minute fraction of what we sell today, the potential clientele being the entire fleet of ships in the world. This course was exactly what I needed to be able to manage the assignment that I had undertaken,“ says Pétur and by the look on his face one can tell that he is not convinced that this was a coincidence. He adds: “Another thing which contributed a lot to helping me get through this is that in spite of narrow financial means, as the country was in the grips of hyperinflation, was my participation in Eureka Halios, which was a Spanish-French-Icelandic development project for the fishing vessel of the future and everything having to do with it.“ Regarding his part in the project, Pétur says that he had coincidentally taken a seat next

“The move to larger quarters opens up new possibilities for us. In the past few years it’s fair to say that the old building’s lack of room has held us back. But what matters most is that the company will continue to operate and will be able to fulfill its commitments and serve clients worldwide.“

The Markusnet.

to a Eureka-project representative during a promotional meeting in Rúgbrauðsgerðin and discovered that this was the man who selected the companies for the project. ”We got to talking and I tell him all about my company and what I’ve been doing there. I felt as though I hardly belonged in that meeting, there being no discussions of security equipment aboard this fishing vessel of the future. It was all about transferring fish from the bottom of the ocean all the way to market. I later found out that I hadn’t actually qualified for the project but that this man had put his foot down and said that without rescue-equipment there could be no fishing vessel of the future. That led to Markus Lifenet FISHING THE NEWS 2020

“I now pass the business on to my children and during the course of those years I learned a lot and became acquainted with work and people which I never would have gotten to know otherwise. I’ve worked on diverse projects, having had to do all manner of work in the company, and last but not least, I have been my own boss.“ and eight other companies entering the project to handle the security. I was quite influential there, “ says Pétur and laughs. ”I learned a lot by taking part in this project, like doing research, diving right in and testing things out and this would prove to be very beneficial for me later on.“ By that Pétur is referring to the fact that he has had a hand in drafting international standards for security equipment in ships.“

A stubborn pioneer and visionary By the interview with Pétur one can tell that he is a pioneer and visionary who is ready to do whatever it takes to get things started. ”Some would just call me stubborn, “ Pétur says with a laugh, adding: ”I will admit to being quite forward-thinking at times. For instance, in 1985 I started putting numbers on all our nets – long before we were required to do so. Even then I found it necessary to be able to track rescue equipment.“ Another thing which Pétur decided at the end of the course “Growth and success” was to define the undertaking. “I decided not to merely sell rescue equipment but also knowledge about how to rescue people from the ocean and that was the teacher in me at work. I did extensive research and made a lot of discoveries, for instance that it takes two men to raise one man by one line but that six men can barely lift two men, even when they each have their own line. That’s when I decided to try and systematically improve the net, first and foremost to make it manual. This new net came with an educational booklet in several languages written by me. I described there in detail the intended use of the net, how drills could be done aboard the ship and so on.“ A hint of pride is detectable in Pétur’s voice as he adds: “I recently received by mail the magazine called Safety at sea and in it I discovered that large, influential companies who provide ships with security equipment are currently incorporating these things. I was so far ahead, people are just now starting to take these things seriously.“

The Markusnet.

FISHING THE NEWS 2020

Close to the edge a number of times In spite of Pétur’s prescience in several areas, the company has had its ups and downs. At one point the company went nearly bankrupt. “My wife and I had worked in the company but at that point we both had to seek employment elsewhere. I started teaching again and she started working for the district commissioner’s office in Reykjavík. That was a difficult time, mentally and physically, because at the end of a day’s work we had to get to work on the company. We only started reaping the rewards of our labors a few years ago,“ Pétur says with a grave expression. When asked whether he’s satisfied when looking back his answer is emphatic. “Yes, I’d have to say so. Only now am I able to pass the business on to my children and during the course of those years I learned a lot and became acquainted with work and people which I never would have gotten to know otherwise. I’ve worked on diverse projects, having had to do all manner of work in the company, and last but not least, I have been my own boss.“

The next generation takes over Pétur has decided to pull back from the day-to-day management of Markus Lifenet ehf. but he is by no means going into complete retirement. “I feel that this is the right time. Two of our children, Rakel and Markús, are ready to take over from me,“ Pétur says, adding: “I hadn’t pushed them but waited for them to take the initiative. My daughter has worked in the company with me in recent years and by now she is very familiar with its day-to-day operations. So when she said that the time had come, I decided to take this step. My son also has various useful talents to offer. I haven’t entirely left though, as several matters still require my attention, but the daily operation is no longer my responsibility.“ Pétur says that this is a good time to leave the company in the hands of his children. „The business runs rather smoothly now and its prospects are good.“ Markus Lifenet ehf. has acquired a new, larger building and is currently in the process of moving. “The move to larger quarters opens up new possibilities for us. In the past few years it’s fair to say that the old building’s lack of room has held us back. But what matters most is that the company will continue to operate and will be able to fulfill its commitments and serve clients worldwide.“ It’s clear that the company has played a great role in Pétur’s life in the past few decades and therefore it makes sense to end by asking what he intends to do with his time as things start to slow down. “I never get bored because I have many intrests. The family will now be my priority, and besides, my wife and I enjoy travelling and sailing around on our yacht. I have also started teaching the making of model-yachts, which I developed during my years as a teacher, as part of “Karlar í skúrum” (a Red-Cross project called “Men in sheds”), and I foresee a future of fun and adventure by the creek in Hafnarfjörður and by Hvaleyrarvatn as the grandfathers let their grandchildren steer the boats that they have made.“

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VĂsir is an experienced yet innovative fishing company, which operates exclusively long-line vessels and runs its state-of-the-art processing facilities in GrindavĂk, one of the most vibrant fishing towns in Iceland. VĂsir offers a rich variety of premium groundfish products and serves a broad group of demanding customers from all over the globe. Visirhf.is