Vitinn Travels to Barcelona for the First Time: Icelandic Salmon Positioned as a Premium Product in the Spanish Market

Vitinn is an innovative competition organised by Reykjavík University and Fisheries Iceland (SFS) that focuses on developing and implementing solutions for companies in the seafood industry.

Students competing in Vitinn are tasked with developing solutions to real-world industry problems. The challenge is designed by Valdimar Sigurðsson, professor at the university’s Department of Business and Economics, in collaboration with leading seafood companies.

The winning team this year, Taktíkin, consists of Berglind Hrönn Úlfarsdóttir and Brynhildur Lilja Kristjánsdóttir, law students, and Eiður Áki Arnarsson and Matthías Jens Ármann, economics and finance students. As an award, the team travelled to Barcelona on an educational and networking trip organised by the university. The destination was chosen for its strong connection to seafood, which plays a central role in Spanish cuisine.

Marketing Icelandic Salmon Abroad

This year’s challenge was set by Iceland Seafood and focused on marketing Icelandic salmon as a premium product in the Spanish market.

During the trip, students gained first-hand insight into the seafood industry and Spanish food culture, while also expanding their professional network and presentation skills.

The group visited Iceland Seafood’s operations in Spain, attended a paella cooking course, explored one of Barcelona’s largest food markets, and took part in the major food exhibition Alimentaria Barcelona. They also visited one of Reykjavík University’s partner institutions, Universitat Pompeu Fabra.

Presenting to Industry Professionals

One highlight of the trip was a visit to Iceland Seafood International Ibérica, where students presented their solution to industry experts, receiving strong praise and valuable feedback.

Students described this experience as particularly impactful, noting the opportunity to present their work to professionals from a major international company. They also toured the company’s production facilities, gaining insight into fish processing and packaging.

From Production to Consumer Plate

At the Mercat del Ninot, students were immersed in Spanish food culture. Guided by local expert Marina Coll, they learned about the history of food markets in Spain and the importance of seafood in daily life.

They observed how fresh fish is selected and prepared, gaining a deeper appreciation of how seafood moves from production to market—and ultimately to the consumer’s plate.

The group also attended Alimentaria Barcelona, where they met representatives from the leading smoked salmon producer Ahumados Domínguez and presented their project.

Students agreed that participating in Vitinn provided invaluable insight into the seafood industry, from production processes to global market dynamics. They also highlighted the importance of teamwork, noting that although they did not all know each other beforehand, the experience fostered strong friendships.

Building Networks and Future Opportunities

The trip concluded with a visit to Universitat Pompeu Fabra, where students explored opportunities for international collaboration and exchange.

According to project managers Hrafntinna Viktoría Karlsdóttir and Rakel Gunnarsdóttir, the experience demonstrated that Icelandic seafood is not only an export product but also an integral part of global culture and everyday life.

It is incredibly valuable for students to tackle real-world challenges and test their ideas in meaningful contexts. It was inspiring to see them step into an international business environment and return with new perspectives, a deeper understanding, and fresh motivation.

They said, and also expressed gratitude to all partners involved, emphasising that such collaborations help bridge the gap between academia and industry while creating real opportunities for the next generation.

“We are proud of Team Taktíkin and look forward to seeing what future Vitinn competitions will bring,” they added.