Meet The Undoers

meet
the undoers

The world needs people who rise against the tide, challenge the status quo, speak out, and take action when something is wrong. People who work tirelessly to give nature a helping hand, setting depleted ecosystems on a path to recovery. It’s not just what we do for the planet that makes an impact.

It’s what we undo.

A coalition of undoers is forming. Starting with this campaign to support NASF’s petition calling on the Icelandic Parliament to protect salmon, we’ll pool our talents and deploy our collective resources to make things right.

Join us. When the best of human nature honors Mother Nature, there’s nothing we can’t undo.

undo-ers

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. 