Íslensk hollusta

is a brand founded in 2005 by Icelandic biologist Eyjólfur Friðgeirsson. His aim was to develop and produce health foods from Iceland. The company set out by producing herbal teas, spices, condiments, cheese, snacks, herb-marinated seaweed, berry juice and bath products. In September 2009, Friðgeirsson received an award from SI - the federation of Icelandic Industries, for his pioneering work.

Friðgeirsson’s work is creative and original. He came up with new ways of producing Icelandic products, such as toasting sugar kelp to make a healthy snack, using birch, mountain herbs and angelica for cheese making, putting rhubarb and angelica together to make chutney, or mixing pulverised pumice and earth extracted salt from a borehole in Reykjanes to make a bath salt with health benefits.

The ideals behind Íslensk hollusta are to use pure, Icelandic natural products and to let them enjoy their own freshness and simplicity using traditional Icelandic methods but reinventing cultural traditions.
All ingredients are handpicked in Iceland with an emphasis on sustainability. Friðgeirsson wants to show others that nature can be our food supply.

Íslensk hollusta supplies a number of prestigious clients within the restaurant industry with herbs, berries and seaweed. These include Noma in Copenhagen, Agern in New York and Texture in London. The Hekla pumice and the algae is also supplied to many international cosmetic companies.