The show is called Beautiful Fish (Fagur Fiskur in Icelandic) and is aimed to introduce the audience all the amazing possibilities of the great ingredients that are found in oceans around the country. The idea of the series began at Matís, with Gunnþórunn Einarsdóttir andd Brynhildur Pálsdóttir product designer. Gunnþórunn's M.Sc. Thesis was on of fish consumption among young people. Results from the project showed that a strong need was for enhancing both knowledge and people's consumption of the seafood.

From this project began the idea of doing television where the country's seafood would play the main role. Brynhildur, Gunnþórunn and Sveinn Kjartansson, a food photographer and Áslaug Snorradóttur Sagafilm developed a team to make the idea become a reality. The concept was developed and implemented directly by Áslaug, Svein and Hrafnhildi Gunnarsdóttir director of Sagafilm.

The production was supported by AVS Research in fisheries.

The website of the TV series can be found here (in Icelandic).

Find Fagur fiskur on Facebook (in Icelandic).