The Iceland Responsible Fisheries Foundation (IRFF) owns and operates the brand of Iceland Responsible Fisheries. The IRF foundation was established to provide stakeholders in the value chain of Icelandic seafood to highlight Icelandic origin with the IRF logo of origin, and to promote responsible fisheries by running a certification programme. The foundation operates on a cost basis, as a non-profit organisation.
There are great benefits of joining the Iceland Responsible Fisheries programme. It provides access to marketing and promotional material, as well as various types of assistance in promoting Icelandic origin and responsible fisheries. Co-ordinated promotional efforts mean more effective marketing of Icelandic seafood and an improved image internationally.
Promote Iceland (Islandsstofa) is responsible for marketing and promotion of the IRF programme, and supporting the companies in the programme in their marketing. Promote Iceland operates a seafood advisory committee that sets the aims and reviews the marketing plan of the programme on a regular basis. The committee is comprised of people from the fishing companies, processors and marketing and sales companies, as well as a person from the Ministry of Fisheries and Agriculture.
