Icemar partners with Freshdirect to source wild-caught haddock, cod, and flounder for customers. We are committed to quality and sustaining our country’s rich natural resources. Because of our unique, close relationship with Freshdirect team, we’re able to bring our fish from the pristine coastal waters to customers door within as little as 2 days. Founder and CEO Gunnar Örlygsson shows more about what working with FreshDirect means to him. FreshDirect’s mission is to deliver quality beyond question and convenience that adds something great to your everyday life. Enjoy the video of founder/CEO Gunnar walking us through a fishing trip in crystal clear waters around Iceland