As more and more Americans embrace the health benefits of eating more fish and incorporating fish oil supplements into their diet, Icelanders are increasingly rejecting fish in exchange for that age old American delicacy, the hamburger, according to this interview at Iceland Review Online.
Tommi Tómasson is the man who introduced burgers to Iceland. In less than three years, he sold more than a million burgers to the formally fish eating Icelanders.
Fish consumption in Iceland has decreased by 30 percent in the last 10 years. To combat the decrease in fish consumption, a campaign has been started and aimed at children called “Eat More Fish”. As part of the campaign, brochures with 20 fish receipes will be distributed to every home in Iceland. The “Eat More Fish” campaign hopes to get every household in Iceland to have fish for dinner at least twice a week.