A: It is true that the fish comes from the same waters. But the difference between Icelandic® Brand and other fish from Iceland lies in the processing. We simply put more resources than other producers into the quality assurance process. Our QA personnel is at work both on the fishing vessels and at our receiving facilities here in the U.S. Furthermore, product that has defects (blood spots, bruises, parasites, poor texture) is immediately rejected at the source and is never packed in and Icelandic® box. Producing a product that is consistently superior requires stringent processes and hard working people - that's just what we are.