Vinnslustöðin hf. (VSV), Based in Vestmannaeyjar, has launched a special premium salted cod for the Portuguese Christmas market.
The product, sold under the name “Bacalhau Especial – Cura superior 9 meses”, is available in limited numbers at selected Auchan supermarkets across Portugal.
Grupeixe, VSV’s subsidiary in Portugal, is handling the release. Only 3,500 individually numbered cod are being sold, each cured in salt for a minimum of nine months before being dried and packaged.
The fish are large, weighing over three kilos when dried, and are marketed as a high-end choice for Christmas Eve meals.
Strong Demand Ahead of Christmas
Salted cod is the centrepiece of many Portuguese Christmas dinners. From October to December, production and distribution increase sharply to meet demand.
Grupeixe says the aim is to highlight the origin and quality of Icelandic fish in a market where tradition and trust matter.
Focus on Quality and Origin
The long curing process is meant to deepen flavour and texture. The product is labelled as a premium item, and store staff at Auchan have been trained to explain its background and preparation.
The message emphasises Icelandic waters, careful handling, and consistent quality.
Marketing and Local Partnerships
The launch also includes cooking workshops led by chefs, which show consumers how to prepare the fish in various ways.
Special display stands for the product have been created in collaboration with CASCI. This local workshop supports people with disabilities, thereby linking the campaign to community involvement.
VSV says the goal is to present Icelandic salted cod not just as a commodity, but as a festive centrepiece with heritage and identity.
