The British television chef Jamie Oliver has decided to serve West Fjords salmon at the restaurant he plans to open in central Reykjavík.
Víkingur Gunnarsson, CEO of Arnarlax, the West Fjords salmon farming company, says it is an excellent endorsement for good Icelandic raw ingredients.
Jamie Oliver plans to open a new restaurant at Austurvöllur (parliament square) in Reykjavík and says on his Facebook page that he has decided to serve sustainable fish at the Icelandic outlet. West Fjords news outlet BB.is reported that Arnarlax, based in Arnarfjörður fjord, is among the suppliers personally chosen by Oliver.
To start with, the Icelandic farmed salmon will only be available at the Reykjavík restaurant, but Jamie Oliver operates eateries around the world and it is possible others will start using Arnarlax as a supplier in the future.
Not everybody was overjoyed at the chef’s decision, however. Fly fishers and others who fish with rod and line, are generally not fans of salmon farming in Iceland. The expansion of Arnarlax in recent years has been controversial, with many saying fish farming is bad for the environment. Some of the Icelandic rod fishermen have started venting their frustration on Jamie Oliver’s Facebook wall.
“To support this dangerous and polluting industry is an act of war against nature,” says one. Another goes even further: “This is disgusting, Jamie Oliver. I will never eat at your restaurant and will instruct my customers to stay away.”