Meanwhile, in the States, nobody cares if you call your company "American Foods" or "US Foods" or whatever. It just promotes the country, which I thought Iceland would be interested in.

Somebody in the UK eats something from Iceland Foods, goes "oh, neat, this is from Iceland", and then there's another angle for tourism.

In 2016, we wrote about Iceland Foods, a UK grocer, which had somehow convinced the EU to give it a trademark for “Iceland” and which then went about bullying other companies and opposing trademarks for any that included the name of that country.

Whelp, that's totally different than what I expected. I thought it was the other way around.

I moved from the U.S to Wales for a year for a study program.

I used Icelandair to fly there. And stopped over in Iceland for 4 days. Because why not.

It's a beautiful country btw.
While there I ate some of the local foods. I liked their skyr yogurt and these hotdog bun things they sold all over.

I Wasn't interested in their main foods like fermented fish.

But anyway. I get to Wales. I find a store called Iceland.

I think. Oh I bet they sell Icelandic food. Like the yogurt and hotdog buns.

I go in. It's just frozen coolers.

All they sell is frozen food.

Now something important about Wales (and I've heard this applies to other European countries) is that the big fridges and freezers common in the U.S are not common there.

At my apartment I only had a mini fridge. And I asked around and that's common. It's very uncommon for apartments to have full size refrigerators.

This was a pain cause I had to go grocery shopping 2x a week. And the freezer was so small that the only thing that fit was an ice cube tray and a tub of ice cream (priorities).

So I couldn't buy frozen food. But most stores didn't sell much of it anyway. (Like the Tesco).

But this Iceland store did.

But I wondered, who has freezer space to buy any of this since most people don't have big freezers. ?

Anyway. My point.

Misleading store name. No Iceland food. No yogurt. No hotdog bun things.

They could have at least put a hyphen in the name.

And 2. Not sure how lucrative it is to sell frozen food in many European locations when people don't have freezers.