Our Story

Our Story

We’re Brittany and Jón — partners in life, in business, and in purpose.

Truly Icelandic began with one shared belief: that what we make should mean something. Jón grew up in Iceland, where fishing isn’t just an industry — it’s a way of life. He’s spent decades working in fisheries and processing, mastering the art of quality and sustainability. His passion lies in using every part of the resource, reducing waste, and creating value from what others might overlook.

I’m Brittany — a lifelong dog lover, business builder, and believer that we can make the world better one small action at a time. After rescuing my own dog, Tex (our self-proclaimed Chief Dog Officer), I made a promise to help 10,000 dogs find homes as loving as his. Tex reminds me daily that this mission isn’t about products — it’s about purpose.

Together, we saw an opportunity to solve two problems at once:
help reduce waste in the fishing industry and create pure, healthy, sustainable treats for dogs everywhere.

So we built Truly Icelandic — where Jón’s Icelandic roots meet my love for dogs, and together we’re redefining what responsible pet care looks like. Every treat we make is wild-caught, single-ingredient, and crafted with care — straight from the clean, cold waters of Iceland.

And this is just the beginning.

Right now, Truly Icelandic is more than a product line — it’s a foundation. We’re using this brand to establish our markets, build relationships, and prove that consumers want better: better quality, better sourcing, and better integrity in the pet industry.

As we grow, we’re bringing Jón’s expertise and Iceland’s world-leading approach to resource utilization home to Atlantic Canada — where an incredible amount of fish by-product currently goes to waste. Our goal is to change that. We’re building our own processing facility in River John, Nova Scotia, designed to turn what’s often discarded into something valuable — from premium pet treats to nutrition products that honor every part of the fish.

Iceland has mastered this model — nearly 100% of every fish is used — and we’re determined to bring that same innovation, efficiency, and respect for the resource here to Canada. It’s better for the ocean, better for communities, and better for our dogs.

At Truly Icelandic, every treat tells a bigger story: one of sustainability, purpose, and partnership — between people, the planet, and our pets.

From our family to yours,
Welcome to Truly Icelandic — where purpose meets purity.