Viking Fishing Co by liz borchert

FRESH ICELANDIC FISH MARKET Spring 2012 Catalog

H C T A C

H T F

5. Our Voyage 6. Right From the Sea Haddock

AY D E

14. Going Overboard

Where your fish is from & how we maintain Icelandâ&#x20AC;&#x2122;s integrity

16. Bait & Hook

Ordering Instructions

Plaice Halibut Herring

18. Off Shore Adventures Company Expansion

Our Voyage Viking Fishing Co. ensures that each

our every catch. Viking Fishing Co.

fish we catch will go straight from

not only promises the freshest fish

the net to your plate as soon as it

in the world, but the best tasting fish

is caught. Coming from one of the

as well. Never farm raised and never

richest fishing countries in the world,

preserved, the only thing you are

Iceland’s fish is among the freshest.

tasting is the Icelandic water itself.

Caught in crystal blue waters

Explore what this unique country

and untainted by any unnatural

has to offer to you. Viking Fishing

resources, any fish caught in Iceland

Co. is more than a fishing industry,

is guarenteed a great catch. We have

its a family. We pride ourselves on

fisherman working around the clock,

generations of fisherman who have

and a country that has dedicated

passed down the trade of only reeling

itself to this industry behind us on

in the best. Jón Þórsson Hallssonar CEO Viking Fishing Co.

Jón Hallssonar

Haddock

Flakey and sinewy, though highly nourishing. Cod is the perfect fish specimen to batter up and dous in hot oil for a wholesome meal of fish nâ&#x20AC;&#x2122; chips. Frozen Fresh Filets | Smoked Dried | Beer Battered 16 oz [family] | 32 oz [multipack] | 40 oz [party platter] | 10-30 lbs [restaurant order]* *See page 16 for pricing and details.

Fresh Haddock being caught off the shores of Iceland by commercial fisherman.

Fig 1b.

Tied Haddock ready to be smoked, seasoned, and dried.

Fig 1c.

Fig 1a.

addock, one of the highest grossing fish, is sold fresh,

smoked, frozen, dried, or to a small extent canned. Haddock, along with cod and plaice, is one of the most popular fish used in British fish and chips. Fresh haddock has a clean white flesh and can be cooked in the same ways as cod. Freshness of a haddock fillet can be determined by how well it holds

Icelandic Haddock best known for being the tastiest white fish.

together, as a fresh one will be firm.

Fig 1a.

Grimsby fish market sources its haddock from the North East Atlantic, principally Iceland, Norway and Faroe. These fishing grounds are sustainably managed and have not seen the large scale depreciation in fish stocks seen in EU waters. Spawning occurs between January and June, peaking during late March and early

Icelandic haddock is managed under a catch share, an effective style of management for ending overfishing, primarily for how the fish is caught by hook.

April. The most important spawning grounds are in the waters off middle

Fig 1b.

Norway, near southwest Iceland, and Georges Bank. Haddock is one of the most protected fish in Iceland, which is monitored by the Enviroment Agency of Iceland.

Fig 1c.

Plaice

Captain Fjalar JĂłnsson, the leader of the Plaice ship for over 20 years on an authentic Icelandic fleet. Plaice hanging to dry on an organic Icelandic farm.

Fig 2a.

laice is a common flatfish, occurring on the sandy and

muddy bottoms of the European shelf, usually at depths between 10 and 50 m, where they tend to burrow in sediment during day time and remain stationary for long periods. Filleted, battered and pan-fried plaice is popular hot or cold with remoulade sauce and lemon slices.

flatfish, which originated from the Greek platys, meaning broad.

The term plaice (plural plaice) comes from the 14th century Anglo-

Fig 2a.

French plais. This in turn comes from the late Latin platessa, meaning

US and Iceland is by frying it in beer.

The most popular way to eat Plaice in both the

as an open sandwich topping together Battered plaice can also be served hot with french fries and remoulade sauce as a main dish; this fish and chips variant is commonly available as a childrenâ&#x20AC;&#x2122;s special in Danish restaurants. Breaded frozen plaice, ready to be baked or fried at home, are readily available in supermarkets. Fresh plaice is also oven-baked. In 2010, Greenpeace International has added the Euro pean plaice to its seafood red list.

Fig 2b. Fig 2b.

Halibut

Fig 3b. Halibut fishing boat captain, Albrecht Doi, detangling his catch from his net. A close up of his daily catch right off the boat.

Fig 3z.

Fig 3c.

tlantic halibut is a native species in Iceland and the first

farming experiments began in 1985. The company Fiskey which has led the development of halibut farming in Iceland was established in 1987. The most significant progress was made in 1990 when the first juveniles were produced in Fiskeyâ&#x20AC;&#x2122;s hatchery. The spawning of Atlantic halibut is controlled by means of photoperiod manipulation which provides access to eggs during three seasons of the year instead of one. Today only Silfurstjarnan produces halibut to market size. Silfurstjarnan is a

Fig 3b.

in the northeast coast of Iceland. Pro long and have a nice red meat to them

Halibut are the largest of all flatfish, up to 9 feet

to the best fishing waters.

which provided both stable ground and a clear access

Fig 3a.

Original Icelandic fishing huts were located on glaciers,

primarily eastward and southward.

Fish move to deeper water as they age, and migrate

land-based farm located in Ă&#x2013;xarfjordur duction of Atlantic halibut was 2 tonnes in 1997, increasing to 135 tonnes in 2004. It is forecast that production will be less than 100 tonnes in 2010.

Fig 3c.

Cod

Viking Fishing Co.â&#x20AC;&#x2122;s Nortwestern fleet of Cod ships. Close up of a Cod fish.

Fig 4c.

Fig 4b.

Fig 4a.

The cod can be cooked in a variety of ways. The fresh fish is boiled or fried and in Iceland it is

od is â&#x20AC;&#x153;the fishâ&#x20AC;? of Iceland. It is the most important marine

resource in Icelandic waters. Its economic

commonly eaten with butter and potatoes.

importance has only briefly been surpassed by herring in the 20th century and possibly Greenland shark in the 19th. The cod is also a large, fecund, greedy and rather fast growing fish and therefore has great impact on other marine species in Icelandic waters. The history of fisheries around Iceland has more or less rotated around the cod. Measures to manage the fisheries by extending the EEZ, closing areas to fishing and controlling the fleet size and the amount fished, have all been primarily aimed at the cod but only later also been applied to other species. The evolution of the fish processing industry has also primarily been because of the cod. The cod fisheries have, therefore, Cod is caught all around Iceland and

shaped Icelandic society for centuries.

throughout the year, but fishing is still

The only species that approaches the cod

highest in the winter season.

Fig 4b. Cod is by far the most economically important fish stock in Ice-

in historical importance has been the herring, but then only during the late 19th and early to mid 20th century.

land. In recent years cod products have accounted for 35-40% of the total seafood export revenue.

Fig 4c.

Going Overboard Discover where your fish is from & how we maintain Iceland’s green integrity.

40% : Cod : Plaice

: Halibut : Plaice

of our fish are caught at the very surfaces of the water, ranging from 0-70 meters in depth

10%

of our fish live 80 meters below water

: Cod

: Haddock : Halibut

30%

of our fish are known as “bottom-dwellers”, and live on the grounds of the oceans

of our glaciers are melting per year

5% 10%

of those melting glaciers will kill our fish within the next year

of our resources used come from the natural heated land

10 meters

We only harvest our fish from the most natural and plentiful parts of the

25 meters

surrounding Icelandic oceans. Viking Fishing Co. wants to ensure you have

50 meters

the healthiest fish based on their

Haddock

natural habitats. Here, you can easily visualize where our four main breeds

75 meters

of fish are derived from, and exactly how deep the oceans we need to travel

100 meters

Cod

to gather the best ingredients for your meal. Below is also a timeline of how

150 meters

our fishing has progressed over the years. It is important to maintain the

Plaice

integrity of the ocean, while we serve

175 meters

you the freshest fish youâ&#x20AC;&#x2122;ve ever tasted. 200 meters

Iceland has been marked as the largest Halibut farmer for over 10 years.

2004

2000

Halibut Iceland became the first country to become 100% eco-friendly in their methosds of fishing

greenest co

yi u n tr

54-67 c

natural res our ce sa

Dangerous heat levels for endangering our planet.

l ue sf

Icela nd is t he

g all sin u ld, or w e

20-23 c

Normal air temperatures that are ideal for our ecosystem to function.

90%

the world. They use all natural

resources from their natural hot

of the nationâ&#x20AC;&#x2122;s income came from the Icelandic fish in the early 1900â&#x20AC;&#x2122;s.

11-14 c

celand is the greenest country in

springs to fuel their whole country. In

The temperature at which most other water bred animals survive at.

Viking Fishing Co. we want to maintain that integrity and keep the company being one of the greenest companies

in the world as well. That is why we promise you not only the best tasting fish, but the most naturally harvested

thousand tons of fish were safely harvested from these Icelandic fishing grounds.

fish you have ever had. No fish are taken unfairly, emit minimal pollution, and we are constantly looking for new

22%

solutions to be the greenest fishing

The temperature at which most fish, including the fish sold by Viking Fishing Co. live comfortably at.

brand there is.

Viking Fishing Co. becomes the number one supplier of Cod globally.

2011

2009

2006

of the worldâ&#x20AC;&#x2122;s fish supply comes from Iceland.

Viking Fishing Co. employs their first staff of all Icelanders.

4-7 c

Iceland can officially say that they use all natural resources to create energy for their ships

Iceland is one of the most sustainable countries in the world and it is likely that the country will continue to excel in a variety of environmental management areas, including high water quality for both humans and ecosystems.

Bait

Hook

Corporate and private ordering infomation.

Cod Flakey and sinewy, though highly nourishing. Cod is the perfect fish specimen to batter up and dous in hot oil for a wholesome meal of fish nâ&#x20AC;&#x2122; chips. 16 oz [family] | 32 oz [multipack] | 40 oz [party platter] | 10-30 lbs [restaurant order]*

Frozen Fresh Filets 16 oz [ $22.95 ] | 32 oz [ $40.95 ] | 40 oz [ $53.80] | *call for options Smoked Dried 16 oz [ $32.95 ] | 32 oz [ $50.95 ] | 40 oz [ $63.80] | *call for options Beer Battered 16 oz [ $12.95 ] | 32 oz [ $20.95 ] | 40 oz [ $33.80] | *call for options

Halibut Lean, fine, firm, and flaky, the white flesh of the halibut is well known for its sweet and delicate flavor. Halibut flesh also contains very few bones. 16 oz [family] | 32 oz [multipack] | 40 oz [party platter] | 10-30 lbs [restaurant order]*

Frozen Fresh Filets 16 oz [ $22.95 ] | 32 oz [ $40.95 ] | 40 oz [ $53.80] | *call for options Smoked Dried 16 oz [ $32.95 ] | 32 oz [ $50.95 ] | 40 oz [ $63.80] | *call for options Breaded 16 oz [ $12.95 ] | 32 oz [ $20.95 ] | 40 oz [ $33.80] | *call for options

Plaice

Haddock

Plaice is a unique flatfish in the halibut family. With a stronger taste than halibut, it would be recommended to anyone who enjoys a thorough fish taste.

Haddock has a light and similar taste to cod. A white flesh fish with very low fat content. Works well with spices, rubs, and to create your own flavor.

16 oz [family] | 32 oz [multipack] | 40 oz [party platter] | 10-30 lbs [restaurant order]*

Whole Fish 16 oz [ $22.95 ] | 32 oz [ $40.95 ] | 40 oz [ $53.80] | *call for options

Frozen Fresh Filets 16 oz [ $22.95 ] | 32 oz [ $40.95 ] | 40 oz [ $53.80] | *call for options

Smoked Dried 16 oz [ $32.95 ] | 32 oz [ $50.95 ] | 40 oz [ $63.80] | *call for options

Whole Fish 16 oz [ $32.95 ] | 32 oz [ $50.95 ] | 40 oz [ $63.80] | *call for options

Beer Battered 16 oz [ $12.95 ] | 32 oz [ $20.95 ] | 40 oz [ $33.80] | *call for options

Breaded 16 oz [ $12.95 ] | 32 oz [ $20.95 ] | 40 oz [ $33.80] | *call for options

Off Shore Adventures Company expansion and future opportunities for you within Viking Fishing Co.

Iceland is known as the greenest

“There’s an argument to be made that

country in the world. To maintain

the wild fish are even healthier and

this responsibility, the country ueses

heartier coming from a product of

all natural resources from natural hot

natural selection,” Hallssonar explains.

springs to fuel the entire country. In

“A lot of people say that even the

Viking Fishing Co. we maintain that

colors of the wild fish are

integrity by keeping the company

more brilliant.”

one of the greenest companies in the world. That is why we promise you

“If you care about the environment,

not only the best tasting fish, but the

have we got a fish for you,”

most naturally harvested fish you

Hallssonar says. “It’s an Icelandic fish,

have ever had.

but it’s the greenest fish in the world.”

Viking Fishing Co. is recognized as the first publically traded international fishing company.

Viking Fishing Co. is now the leading company in sustainablility and eco-friendliness.

Viking Fishing Co. is ranked #1 in boat safety and cleanliness in the world.

2002

2009

2011

VikingFishing.Ic +354.420.8800 Borgartun 34 105 ReykjavĂk, Iceland