Meet The Undoers

meet
the undoers

Iceland is at a crossroads.
The extractive ocean-farm salmon industry intends to expand operations around Iceland’s coast with sea cages that endanger wild salmon, pollute Iceland’s pristine fjords and damage its global perception, contribute to food insecurity in low-income countries, and prioritize short-term gain for a few over long-term protection of Iceland’s natural resources and economy.

This deeply unpopular practice is opposed by 65% of Icelanders and a coalition of business leaders, scientists, conservationists, and concerned people worldwide. Nearly 60,000 people signed the fourth-largest petition in Icelandic history when a similar bill was circulated in 2024, which drew more public comments than any piece of legislation in the country’s history.

This campaign is brought by:
‍

Together, we can undo this.

undoers

Vala
Arnadottir

Campaign ambassador, the original undoer who connected our coalition. She’s giving a voice to salmon through her advocacy. She is a Board Member of the Icelandic Wildlife fund.

VALAARNA.COM

Elvar Örn
Friðriksson

Program Director, North Atlantic Salmon Fund Iceland. A committed advocate for salmon conservation in the North Atlantic.

NASF.IS

Elias Pétur Viðfjörð
Þórarinsson

Project Manager, NASF. Volunteer-turned staff member, he’s putting his experience guiding on Iceland’s best-known salmon rivers to work to save a species.

Veiga
Grétarsdóttir

First to paddle counterclockwise around Iceland’s coastline by kayak, she captured the first images from inside industrial fish pens, including some shown here, and inspired a movement.

Benedikta Guðrún
Svavarsdóttir 

Owner of the oldest business in Seydisfjordur, founding member of VA! Her world changed when an open-net ocean pen was proposed in 2020, threatening her  business and way of life. Since then, she’s worked tirelessly to fight for the future she and fellow residents want for their community — where their way of life, nature, and democracy are respected.

Jón
Kaldal 

Jon is the strategist and spokesperson for the non-profit grassroots organization Icelandic Wildlife Fund (IWF). He was an editor of Icelandic publications for 25 years and continues to use his voice to advocate for Iceland’s vital wildlife and natural resources, including wild Atlantic salmon. 