Last Friday, we visited Arkur Farm. During our tour Þórður, the owner, made his want for a sustainable farm clear, as he talked about the process of growing nutrient-dense soil, explaining that getting a crop was just an added bonus. He is intentional in his farming, using undesired produce for chili and salsa to sell and reusing wire hooks for cucumbers and using compostable twine. I was intrigued by Arkur’s work with public relations after they decided to end their organic certification because of inconsistent and unrealistic standards. Arkur farm started labeling their produce “ofurnáttúrulegt grænmeti” meaning super natural vegetables. Þórður explained that people care more about knowing where their food comes from than the organic label. I would attribute their success to the size of Iceland and the limited local produce, as well as their thriving outreach. Arkur has a store in Reykjavik where they not only sell their produce but also use it as an outreach post to explain their products to consumers. The farm also takes advantage of social media, posting pictures, videos, and updates about their greenhouses, fresh produce, and new products. This allows consumers to form a connection with the business and the source of their produce. In addition to their Facebook page, the farm also sells products online at Bændur í bænum. The use of new technologies allows this farm to market to the entire country and have consumers know where their produce is coming from without traveling to the farm.
Hailey Nase
PC: Nicole Marino