As with most companies, 2020 was a challenging year for Icelandic fishing giant Samherji, which has learned the importance of being able to adapt quickly to external factors such as a global pandemic.
The group is now facing a new reality in sales: Many markets have shrunk because of the pandemic or closed, temporarily or long-term. Meanwhile, the purchasing power of consumers globally will decline and customers will look for cheaper products, and prices will fall.
