Sustainability is a concept and a goal and is increasingly discussed. Increased demands for environmental protection and product purity are already paramount in the food industry, and will only increase further.
Mussel farming is considered sustainable. It neither requires feeding nor the use of drugs or chemical treatment in relation to breeding. No doubt the cultivation location will be a big commercial decision. It will be an equally big marketing decision, also. A production ground inside the Westfjords of Iceland consists of clear and cold waters. Furthermore it allows for processing near the cultivation area, which reduces the transport distance of raw products. The local water temperatures allow for growth times of about 24-28 months until the blue mussels reach market size. The plan is to use renewable energy, as the proposed area uses hydropower as its main energy source.