The Westfjords captivate British award winners. In early June, Business Iceland (Íslandsstofa) organised a delegation visit to Iceland for the winners of the UK National Fish & Chip Awards 2026, alongside industry stakeholders and selected media representatives. The itinerary offered guests a comprehensive overview of the Icelandic seafood sector, coinciding with the traditional Fishermen’s Day (Sjómannadagur) weekend in Patreksfjörður.

Participants engaged in corporate site visits and gained deep insight into how deeply integrated the seafood industry remains within the socioeconomic fabric of Iceland’s coastal communities. The initiative was conducted under the auspices of Seafood from Iceland, a joint marketing project managed by Business Iceland in close cooperation with Fisheries Iceland (SFS) and domestic seafood companies nationwide.

The British award winners operate top-tier fish & chips establishments across the United Kingdom, where premium Icelandic seafood plays a vital role. The delegation visited leading producers of sea-frozen fish, including Þorbjörn and Grindavík Seafood in Grindavík, as well as Hraðfrystihúsið Gunnvör in Ísafjörður, where they toured the freezer trawler Júlíus Geirmundsson ÍS-270.

While the unique landscape and favourable weather of the Westfjords defined much of the journey, the British delegates cited the exceptional hospitality of the local communities as the true highlight of their visit.

The Fishermen’s Day programme in Patreksfjörður provided an immersive cultural experience. The group participated in a historical walking tour of the town, engaged in discussions with local mariners, joined a celebratory coastal cruise aboard the vessel Núpur BA-69, and took part in the traditional rowing competitions. The evening concluded with a community barbecue featuring cod caught by the delegation earlier that day, followed by attendance at the annual Fishermen’s Day gala.

The itinerary also highlighted regional innovation, featuring site visits to Kerecis in Ísafjörður and Nordic Fish Leather in Tálknafjörður. These companies demonstrate circular economy leadership by processing fish skin into advanced medical wound-care products and premium leather goods, respectively. Additionally, the group visited prominent natural landmarks, including Dynjandi waterfall, Látrabjarg cliffs, and the Bolafjall viewing platform.

The delegation sampled Icelandic takes on classic fish & chips, visiting Fisherman in Suðureyri for a culinary walking tour and Issi Fish & Chips in Njarðvík. The feedback from the British operators confirmed the high standards of Icelandic preparation and raw materials.

Andrew Crook, President of the National Federation of Fish Friers (NFFF), accompanied the delegation and emphasised the strategic value of the visit:

“Our guests from the UK experienced an unforgettable journey through the Westfjords. We observed first-hand how efficiently Iceland utilises marine resources, transforming raw materials into not only premium dietary protein but also high-value medical applications and sustainable leather. This represents exceptional value creation. Throughout the region, the hospitality was unmatched, and it is clear that Icelanders maintain a profound commitment to the sustainable management of their fisheries. Observing how deeply the seafood industry is woven into daily life underscores that the cod fishery remains the bedrock of these communities.”

The delegation has since returned to the United Kingdom, taking with them an appreciation for the quality of Icelandic seafood, community hospitality, and environmental stewardship.

Award-Winning UK Establishments in Attendance:

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Images: Seafood from Iceland