Dropi 2024: The Golden Elixir - Freshly Caught Atlantic Cod
DeliveryRank chats with Óttar Kristinn Bjarnason, a key figure behind Dropi, an Icelandic brand rooted in the tradition of pure, sustainable living. Hailing from Bolungarvík, one of Iceland's oldest fishing communities, Óttar and his team have revitalized a 1,000-year-old Viking technique to produce cold-processed cod liver oil of unparalleled quality. Committed to sustainability and Icelandic heritage, Dropi reflects the pristine nature and longevity that define Icelandic healthy living.
Ottar, how does Dropi ensure sustainability in the harvesting of Icelandic cod for its extra virgin cod liver oil, and what measures are taken to protect marine ecosystems?
Sustainability is at the heart of our identity here in Iceland, where we are fortunate to have abundant renewable energy, clean water, and rich fishing grounds. Sustainable fishing is particularly vital to our nation, as our economy was built on the fishing industry for decades. To ensure responsible practices, Iceland operates a fishing quota system. Each year, the government, in collaboration with the Marine and Freshwater Resource Institute, determines how much fish, such as cod, can be caught the following year. These quotas are then allocated to fishing companies.
We proudly participate in the Icelandic Sustainable Fisheries Programme and hold certification from the Marine Stewardship Council (MSC), reflecting our commitment to sustainability. Beyond fishing, we strive to make all aspects of our operations as sustainable as possible. For instance, we use recyclable glass bottles and jars, and all our packaging is made from 100% recycled materials. Sustainability is not just a priority for us—it is a responsibility we embrace wholeheartedly.
Can you explain the significance of Dropi's cold-processing technique and how it preserves the natural nutrients and purity of the cod liver oil?
We take numerous measures to ensure the purity and quality of our products, with our cold processing method being a key component. It all begins with the raw materials, which must be fresh—an essential factor for maintaining quality. We source our cod liver exclusively from the local fish market, located less than 100 meters from our facility. This proximity allows us to process the freshest raw materials, avoiding the need to compromise by adding synthetic vitamin A, vitamin D, or omega-3s, as is common with many manufacturers. Instead, we rely on preserving the cod liver's natural nutrients through our cold processing technique.
This method, akin to crafting a precise recipe, retains the natural vitamins and omegas without the need for additives. Perfecting this process was no small feat; it began as a school project and evolved through years of collaboration with MATIS, Iceland's government-owned research lab. The research and development phase alone spanned over two years before the product was ready for market.
In addition to our processing methods, we adhere to stringent quality standards. We operate under a seven-point quality control system (HACCP) and comply with strict Icelandic and EU regulations. Furthermore, every batch undergoes third-party testing before leaving our facility, ensuring the highest level of quality. The result is a product that combines innovative processing with uncompromising standards, delivering natural purity and excellence.
The QR-code tracking system provides transparency about the product’s origins. How has this feature influenced customer confidence and brand integrity?
I believe our traceable QR system has had a significant impact, as it is truly unique in this industry. To my knowledge, no other cod liver oil manufacturer in the world offers this level of transparency. Perhaps others don’t implement such systems because they lack clarity about the origins of the cod liver oil they purchase. In contrast, since we source our cod liver directly from the local fish market, we know precisely which boat caught the fish and when it was harvested.
We take this information further by obtaining the exact coordinates from these fishing boats and mapping them on our website. Customers can scan the QR code on our packaging to trace the fish’s journey, see where it was caught, learn details about the boat, including the captain's name, and—most importantly—access the batch's certificate of analysis.
Transparency is a cornerstone of our values, and we understand that consumers are increasingly curious about the origins of the products they consume. Meeting these high standards is not just a priority but a responsibility we take seriously. I believe this commitment to traceability resonates with customers now and will continue to do so even more in the future.
What challenges did Dropi face in combining traditional Icelandic methods with modern quality standards to create a unique product?
The initial challenges we faced primarily revolved around perfecting the methods. As I mentioned earlier, this required extensive testing and research in collaboration with MATIS, an Icelandic government research lab. At the outset, when the idea was presented to MATIS, there was skepticism about its feasibility. Many doubted it could be achieved, but the founders remained determined. They initially set out to tackle it independently before eventually forming a cooperative partnership with MATIS. Overcoming this skepticism and refining the methods was undoubtedly the most significant challenge.
Additionally, ensuring the product met the highest quality standards was another critical hurdle. Strict quality control measures had to be developed and rigorously implemented. Before the product could go to market, it was essential to eliminate all contaminants, including heavy metals, to ensure the oil was as pure as possible. These challenges required tremendous effort and were ultimately overcome in the first three to four years of development. Upholding these high standards has remained a key aspect of the company's evolution.
How does Dropi balance maintaining its traditional values while innovating to meet the demands of a global market?
We believe our values as a company align closely with the growing demands of the global market, especially in areas like sustainability, traceability, and natural production. The average consumer is increasingly seeking transparency and wants to know the origin of the products they consume. This shift aligns perfectly with what we stand for as a company—both in the way we operate and in the products we offer.
Since the pandemic, we've also seen a significant increase in interest in health and wellness products. People have become more aware of the need to take better care of themselves, focusing on healthier eating, exercise, and overall wellness. This shift has created a positive environment for health-oriented products like ours and further intertwines with our mission.
On a lighter note, I often hear stories about people's dreadful childhood memories of being forced to take cod liver oil, usually mixed with orange juice, and how unpleasant it was. Many people, particularly in the UK, associate those memories with a bad taste or rancid smell. I believe that has a lot to do with the methods and raw materials used in the past, which were far from fresh. The oil was often boiled, resulting in a less-than-appealing product. Unfortunately, some companies still rely on outdated methods.
In contrast, we’ve refined our process to ensure freshness and taste. We also offer flavored options, such as ginger and mint, using only organic extracts, to make the experience more pleasant for those who dislike the fishy taste. These unique flavors set us apart from the typical lemon-flavored alternatives, which are already ubiquitous in the market. Additionally, we include antioxidants to maintain the oil's purity and quality.
As for our business reach, our largest market is currently the United States, where demand is growing rapidly. In Europe, we’ve seen considerable expansion over the past one to two years, and we’re gradually scaling globally. While we sell through various channels, including Amazon, wholesale to retailers, and our own website, our focus remains on steady, sustainable growth. Our goal is to eventually expand further across Europe and beyond—one step at a time.
If you would like to find out more about Dropi, please visit https://dropi.com/