The primary focus is to promote innovation and the marketing potentials of Icelandic food products and offer producers and entrepreneurs the specialized assistance needed to promote and develop their product.

The aim is to develop food for consumption by tourists and to create marketing strategies aimed specifically at small-scale food production for tourism. The projects are based on uniquely Icelandic produce and aim to promote innovation and fully optimized production of domestic goods. The division has extensive knowledge of small-scale production processes and other concepts relating to food tourism as well as working closely with the Icelandic traveling industry.

Matís' food laboratory in Hornafjordur was officially opened in 2008. Its purpose is to create a platform for companies and entrepreneurs to develop products from various foodstuffs.