Fresh fruit is often suspiciously beautiful and smooth. It is not only that the ugly fruit has been sorted away; lots of fruit has been sprayed and washed with insecticides to make it look better. Organic fruit, on the other hand, is not washed with insecticides. No drugs or preventive chemicals have been used and only an organic fertiliser has been provided. Additionally, the environmental impact of such production is reduced significantly and much more positive in all aspects. Still, only when the product is certified by a recognized certifier can the consumer trust that the product is wholly organic.Within the European Commission (EC) there is a directive that specifies what constitutes organic foods. It is not allowed to promote and put on the market goods as organic unless they fulfil the strong requirements of the said directive. The certifier, ‘Tún’, in Iceland, is a member of ‘IFOAM’, an international organisation that certifies organic foods.
The difference between organic and ecological cultivation of fruit is that the use of synthetic fertilizer is not allowed nor the use of traditional chemicals in organic cultivation, while ecological cultivation is really ordinary farming where the use of some chemicals and synthetic fertilizer is allowed, although in modest amounts. Ecological farming is quality controlled, ordinary farming and the quality control is in the hands of federations of farmers and farmers unions, people who may not have the best interests of the consumer at heart.
Supervision of the safety of fruit sold in Iceland is in the hands of the Icelandic Food and Veterinary Authority.

Our children deserve the best and cleanest that is available. The production of items such as textiles, toys, furniture and food is often the source of serious environmental problems although some products are, fortunately, better than others. But how do we know which producer is concerned about the environment and which product is better or healthier? Environmental labelling helps us to know how the product was produced and therefore is extremely helpful to the consumer. Choosing natural, organic, Fair Trade and environmentally certified diapers, cleaners, furniture and clothing, can diminish the load on the environment and increase the possibility of future generations living in a healthy environment. In the Kid’s products department as in other departments of Nature's Market everything shown on the packaging is listed in detail. There is also information about environmental labeling, Fair Trade and ecological products.
The Environment Agency of Iceland is the supervising body in the matter of toy safety.
Supervision of the safety of food sold in Iceland is in the hands of the Icelandic Food and Veterinary Authority.

Grain is the main ingredient of bread and the purity of the grain is the most important factor with regard to the quality of bread and grain products in general. Sweetbread, cakes and biscuits, on the other hand, usually contain sugar and fat as the main ingredients. Besides this, bread made from organic grain is usually better for the environment than other types of grain, especially if the grain has not been transported over long distances. Pollution due to transport can outweigh all the benefits which organic production can provide. Therefore, it is important to know the origins of the grain that is being used for baking. The problem is that information about the transport of grain is usually not readily available. Most of the grain used in Iceland is imported, although this is changing due to the increased Icelandic cultivation of barley, rye and now also wheat. The grain produced in Iceland is, in this case more environmentally friendly than the imported product. For the production of organic grain, neither preventive chemicals, nor other E-chemicals are used. Only organic fertilizer is used. In most people’s opinion, organic food is the much healthier option.It is illegal to advertise food as organically grown unless the strict demands of the EC directive concerning organically cultivated foods have been fulfilled. The certifier, ‘Tún’, in Iceland, is a member of IFOAM, an international organisation that certifies organic foods.
Supervision of the safety of grain sold in Iceland is in the hands of the Icelandic Food and Veterinary Authority.

Books are wonderful, whether they are used for amusement or for understanding the world in which we live. The cultural status of countries is often evaluated based on literacy and proficiency in reading. Icelanders are a nation of culture and traditionally highly value reading. This results in the purchase of numerous books that unfortunately often end up as unhappy inhabitants of dusty bookcases for years or decades. How about liberating the books from the bookshelves? When you have finished reading a particular book, how about writing your name on the first page and then leaving the book in a public place, like on the bus or a café so others can enjoy it. The book will be read again and again to the enjoyment of many. It is also possible to sell used books. From an environmental point of view, less paper being used to print a few books that many read instead of many books that only few ever read is a better option. Books furthermore require lots of paper and that means lots of trees. But the paper used in books is nothing compared to all the newspapers that are consumed and thrown away the next day. Paper breaks down and disintegrates after many years. Recycled paper is used for more robust paper products such as toilet paper. The acidity of paper is one of the measures about which environmental labelling is concerned. The ‘Nordic Swan’, the eco-label of the Nordic Council of Ministers, encompasses both the production process and the environmental impact of the paper itself.

What used to be defined as waste or garbage is today valuable raw material or a useful resource for new production. Waste and garbage is nothing else than a valuable resource in the wrong place. Almost everything can be reused or recycled. The key, if it is possible, is to sort waste in the right way right from the beginning. The wrong classification of waste can result in the impossibility of reuse or recycling. By recycling the need for landfills decreases which diminishes the risk of soil pollution. Landfilling is also expensive, and while that cost is not directly reflected in the price of products we are still paying for it through taxes to the municipality. However, from the beginning, it would be best of all to avoid buying, and thereby unnecessarily creating waste. What do we mean by buying waste? How often do we buy plastic bags and packaging which end up in the wastebasket as soon as we get home? In order to facilitate the classification of content and of the packaging of the various products which can be bought at Nature's Market, various recycling categories are shown for each product. Here in the  ‘Recycling Products’ department you can also find various aids for recycling and reuse.

Fair Trade is a confirmation of the fact that the product is produced in an ethically responsible way without affecting the health of workers and without financially exploiting personel.
Fair Trade is not based on grants or subsidies, but rather on insurance to farmers for fair pay, safe working environment, further development and respect for human rights as well as the environment, which is the basis of a secure economical and social development.
Here in the Fair Trade Products department you'll find all Fair Trade certified products on Nature's Market. By choosing to buy Fair Trade products you are joining in the fight for fair pay and safer working conditions, organic agriculture and support democratization and improvement of living conditions in the poorer regions of the world.

Clothing is necessary for us humans and it can be said that clothes are always close to our heart. Our skin is in contact with the clothing fabric and therefore it is important to consider what, in fact, we are wearing. Many colorants and dyes and clothing production processes include the processing of fabric with acids and toxins which may be harmful to our health. Also the production of clothing can have serious environmental consequences and influence the health of factory workers (and perhaps even the neighborhood and beyond).Some chemicals are more environmentally friendly than others. Cotton is one of the most harmful materials used in clothing because of the amount of toxins used during cultivation. For each kg of cultivated cotton you need one kg of toxic chemicals. On the other hand, if organic cotton is chosen (IFOAM) then the use of toxins is highly restricted as is the use of harmful chemicals. Fair Trade is a confirmation of the fact that the clothing is produced in an ethically responsible way without affecting the health of workers and without financially exploiting personel. Clothing lasts longer if it is looked after and shoes which are brushed and shined can last for many years. It is also better to buy quality clothing even if it is more expensive. Cheap clothing and shoes don’t pay in the end if they do not last long.

When shopping at Nature's Market, customer orders are packaged and sent on the same day, or the following day depending on whether the order was made before or after noon. If ordered before noon, it should arrive the next day (note, this applies only to domestic shipping). It is, of course, also possible to send the package to a third party, as a gift.
Sending Nature's Market gifts to friends, family and customers is easy and convenient. You simply select a gift from our large assortment in the different sections of the ‘Market.’ Once you’ve placed it into the shopping cart the cost of shipping is automatically included. The price of shipping in Iceland is the same throughout the country. You can, of course, send gifts abroad or order from other countries. Choose a country and the correct shipping cost will be added to the price of the products you choose. Please note that Nature's Market cannot be held responsible for incidental taxes or import costs levied in different parts of the world. As you pay, you simply need to include the name, postal code, address of the recipient and the sender's name and address. Please contact nature@nature.is or call +354 483 1500 if you have any further questions.

The Gift of Nature:

Upon request a deck of the Nature cards with 52 Eco-tips will be sent to you as a gift with your first purchase. The 52 card deck is in Icelandic with an extra set of 8 cards in English. Simply  E-mail your gift request to nature@nature.is.

Fresh organic vegetables are without doubt the best vegetables you can get. Icelandic vegetables eaten in Iceland that have not been transported long distances taste especially good. Organic vegetables are cultivated in a manner which supports the ecosystem and sustains the wellbeing of the Earth. Vegetables are also the main element in many processed food products and therefore it is necessary to read what’s written on the packaging carefully. Here at Nature's Market detailed information about the ingredients and the certification of each product is available. Organic vegetables have not been washed with toxic chemicals. Preventive medicines have not been used either and only organic fertilizer is being used in organic farming. The environmental impact of organic farming is much more favorable than traditional farming in all aspects. This is guaranteed if the product has been certified by an acknowledged certifier. Within the EC there is a directive in use which defines what constitutes organic food. According to the directive it is forbidden to advertise food as organic unless it fulfills the demands of the said directive. The certifier ‘Tún’ in Iceland is a member of ‘IFOAM’, which is an international organisation that certifies organically grown food. The difference between ecological and organic growing of vegetables is that in organic growing synthetic fertilize and toxic chemicals aren’t permitted, while in ecological growing limited use of synthetic fertilizer and some toxic chemicals is.  Ecological farming is quality controlled traditional farming and the controlling of quality is in the hands of farmer´s unions.
Supervision of the safety of vegetables sold in Iceland is in the hands of the Icelandic Food and Veterinary Authority.

It has repeatedly been proven in research that  keeping a pet improves a person’s health and thereby lengthens ones lifespan, for example walking a dog is good exercise. Keeping a pet is thus people-friendly but not considered especially eco-friendly. You should feed your pet with nutritious healthy, preferably organic food. Bear in mind, it is not always enough to give the pet specifically designed pet food. Find out about what additional foods can be given to your pet. The animal feed which is sold in Iceland is checked by the food authorities and should be free from toxic chemicals. The Icelandic Food and Veterinary Authority supervises the import of pet food into Iceland and also supervises general animal health and food condition. A general rule here at Nature's Market is that all the information on the packaging is provided in a very readable form. Labels and certifications are listed and explained.

Health products are products which promote better health. It is rather difficult to define today what is a health product and what isn’t. There are a great variety of health products and the term health itself is sometimes rather broad. What is healthy for one individual is not necessarily healthy for another. For instance the needs of pregnant women are vastly different from the needs of adult males. Here at Nature's Market all the information shown on the packaging is listed. Supervision of the safety of healthfood sold in Iceland is in the hands of the Icelandic Food and Veterinary Authority. Assertions on packaging are checked by the Environment Agency and the Icelandic Medicines Control Agency. Health products can be taken orally or topically (used on skin). In the ‘Health Products’ section it is possible to find many products, because nature itself provides a great variety  of herbs, seafood and trace minerals  that promote better health. Some of these products are based on traditional usage which have been tested by time while  others  are based directly on modern scientific research.
Always consult a doctor if your symptoms are serious or if you are suffering from a disease.

Household appliances use a lot of energy and therefore it is more environmentally friendly and also cheaper to choose appliances which do not use excessive energy. The energy symbols i.e. Energy Star and the European Energy symbol help us to find the most energy efficient appliances on the market at any given time. The use of water can also be a very important factor. It is also wise to choose household appliances according to the real needs of the family and according to the family size. Often, it is unneccesary to invest in expensive equipment which has a limited lifespan. It is also better to have only a few high quality appliances than many old and  inefficient ones and while there may exist a machine which can do the job, you can do many things  by hand. Here in the household appliances section lots of information is available regarding energy saving, energy symbols, and certification by a third party which leads to how, through Nature.is you can obtain the product.

Ecological cleaning products are available in great quantity and many of them are environmentally certified. It is often possible to get by entirely without the purchase of specific cleaning products if natural materials like vinegar and salt are available. Overuse of soaps and cleaning agents is harmful and expensive for the environment. Chemicals do not disappear when they go down the sink. They continue through the sewage system and end up in the ocean. There they continue to be active and can damage marine life. Even though chemicals may eventually biodegrade in nature, we do not always know how fast that happens and sometimes the decomposed products are more harmful than the original substance itself. Avoiding the use of unneccessary and strong chemicals and only using the minimum amount of detergents, is safest. In general, water in Iceland is softer than in most parts of Europe, so less soap and detergents can be used here than there. The inhabitants of the Earth use an enormous amount of toilet paper which has to decompose in nature. By selecting environmentally friendly paper napkins and toilet paper we can reduce the harm to our environment. The same goes for diapers, sanitary napkins, and other single-use products. Here, in the section of ’Cleaning Products’, all information on the packaging is listed and environmental certifications and other certifications are explained in detail.

Our furnishings consist of various chemicals both from the plant kingdom and the mineral realm, for example, from wood, metals, glass, fibers from plants, minerals and various synthetic chemicals. It is mainly the synthetic chemicals that can be dangerous Not only can the outgassing of certain chemicals be detrimental to human beings, the environmental impact can also be considerable. Over 100,000 chemicals are used in all kinds of products today and most of them have not been tested with regard to allergies or the impact on human health. Also, we need to beware of things that are harmless in moderate amounts that can become harmful in excessive quantities or in combination with other chemicals. If we take furniture made of wood as an example, then it is important that the wood comes from sustainable forrestry. Furniture which is marked with the symbol of the Forest Stewardship Council (FSC) can be trusted to be from sustainable forests. Corc is one of the natural materials considered environmentally friendly, especially if it is produced from recycled materials. PVC – plastic on the other hand is always environmentally harmful and unhealthy. The CE marking is obligatory for any product covered by one or more of the so-called European ‘New Approach Directives’. The home, in view of environmental sustainability is a wide subject and running a sustainable one can be complicated. However, here in the ’Furniture and Lamps’ section there are some things available which are exceptional from health and environmental perspectives.

One of Nature's most important tasks is to introduce local entrepreneurs and producers and make their products available for everyone here at the Nature-market. Choosing local art, design, innovations, services and products does not only support the backbone of the Icelandic society but can also be much more environmentally friendly than picking imports. The reason mainly being that transportation releases much CO2 into the atmosphere, not the least when a product has to travel from one end of the globe to the other to find the consumer. Here at the Icelandic Shop you'll find local products where health and the environment has been taken into consideration, at the design level, during the production process or they might have eco- or organic labels.

Coffee, tea and spices are dried products of many different plants. As with living plants, it is important that they are grown in a clean and healthy environment in order to safeguard quality. Also important for quality is how the plants are dried, stored and packaged. Organic certification or environmental certification concerns the whole process from production to packaging and ensures that nowhere in the process have harmful chemicals been used while guaranteeing that quality is in accordance with the strictest standards. Sometimes preservatives or even MSG is added to the spices in order to increase flavour and to lengthen shelf life. Therefore it is important for the consumer to carefully read the ingredients. In this section, all information provided on the packaging is listed and certifications are especially mentioned. Coffee is produced by burning the beans of the coffee plant. The growing of the coffee plant can be with or without synthetic chemicals i.e. fertilizer and toxins. By buying organically grown coffee it is possible to ensure that neither the body or the environment is being polluted. Fair Trade emcompasses both tea and coffee production and ensures that the workers are fairly treated and payed.
Supervision of the safety of coffee, tea and spices sold in Iceland is in the hands of the Icelandic Food and Veterinary Authority

To eat only a little meat is one of the most environmentally friendly things you can do. Animals require an enormous amount of water, hay, grain and not least of all, land to produce each kg of meat. Icelandic meat, however, is better in most respects than European meat. The Icelandic mountain lamb runs free in the Icelandic highlands and can therefore be said to be environmentally friendly in a certain way, even though overgrazing by sheep has undoubtedly contributed to desertification through the ages. When analysing meat, it is often possible to find residues of hormones, medicines and chemicals that have been used in the production of the  product. Organic production of meat does not use such hormones/chemicals nor does it use synthetic fertilizers on land where feed is grown, and last but not least in organic farming it is not allowed to use medicines for the prevention of animal diseases. This means that medicines are only used to cure sick animals and not in order to prevent all sorts of possible illnesses. Overuse of pharmaceuticals for example the use of antibiotics and vaccines  has become a considerable problem in meat production, both for animals and for people as more and more microorganisms become immune to the pharmaceuticals and as we continue ingesting them.

The Icelandic Food and Veterinary Authority (MAST) supervises general animal health and the safety of domestic and imported meat sold in Iceland.

As a result of its geographical isolation and strict import policy, Iceland has remained free of serious infectious diseases in animals. Importing of; raw meat (including salami and smoked ham), raw eggs and unpasteurized milk products is strictly prohibited.

Toys made from natural materials are often called natural toys. The natural materials themselves however, are often soaked in synthetic chemicals, painted or laced with harmful paints which are not considered healthy and can even be detrimental to a child. Good toys do not always have to be made from natural materials. Some synthetics and hard plastics can be useful especially if the toy is made to last for generations. But the toy industry is not only about producing healthy and environmentally friendly toys. Therefore there are many things which have to be considered when choosing toys for our children. Fair Trade is a confirmation of the fact that the product is produced in an ethically responsible way. Environmental labels like the Nordic Swan and Demeter ensure, at least, that environmental factors are considered during production of the toy. The CE marking is obligatory for any product covered by one or more of the so-called European ‘New Approach Directives’. One group of chemicals which can damage health are phtalates or plasticizers as they act similarly to hormones in the body and disrupt hormone function. This is especially dangerous in some soft plastic toys for children since children are still growing and therefore hormone disruptions caused by plasticizers (phthalates) can impact on a child´s development. Fire resistent chemicals and lead paint can lead to expulsion of the toys in question from the market. The Environment Agency of Iceland is the supervising body in this matter.

Organic are only those products that fulfil the requirements of the directives of the European Commision (EC) and have a certification by a labelling organisation that is a member of ‘IFOAM’, an international umbrella organisation that certifies organic production worldwide. 750 companies/organisations from 108 countries are members of ‘IFOAM’,. Organic labels have many different names and appearances that can be hard to recognize and tell apart from ‘green-washing’ logos and marks. Therefor it is of great importance to Nature.is to make sure that authentic organic labels are explained in each and every case here on Nature's Market and linked to every product along with detailed information on ingredients and appropriate choice of recycling.
The certifier, ‘Tún’, is a member of IFOAM and therefor the trustworthy certifier of all organic production in Iceland.
The difference between organic and ecological cultivation is that the use of synthetic fertilizer is not allowed nor the use of traditional chemicals in organic cultivation, while ecological cultivation is really ordinary farming where the use of some chemicals and synthetic fertilizer is allowed, although in modest amounts. Ecological farming is quality controlled, ordinary farming and the quality control is in the hands of federations of farmers and farmers unions, people who may not have the best interests of the consumer at heart.
By choosing organic products you are actively taking part in preserving both the environment and your health.

In the grocery section you will find all general food items and all the products at Nature.is which are for human consumption. In this section we work hard to provide accurate information about ingredients, production, and environmental labeling and we do it in a very detailed manner. A general rule is that all the information on the packaging is in a very comprehendable form regarding the product composition and the preservatives or other additives such as flavors. E-numbers are often used in order to identify additives. The purpose is both to simplify the description of the ingredients and to enable consumers to avoid certain chemicals such as allergens.Products made from genetically engineered organisms are not especially marked in Iceland (yet), but Nature's Market will not carry any genetically modified products as far as it is possible to trace genetically modified ingredients.
Supervision of the safety of groceries sold in Iceland is in the hands of the Icelandic Food and Veterinary Authority. Assertions on packaging are checked by the Environment Agency and in some instances the Icelandic Medicines Control Agency.

Plants are either grown wild or produced, i.e. raised by sowing seed or by planting seedlings. The plants that are available in Iceland are either grown here or imported. Supervision with the import of seed, living plants, flowers and fertilizer is in the hands of the The Icelandic Food and Veterinary Authority. The main role of the The Icelandic Food and Veterinary Authority is to prevent diseases or vermin imported into the country from causing damage to plant cultivation here. Organic seeds and organically grown plants can now be bought from many producers and the demand is steadily increasing.Organic cultivation is based on the fact that medicines and preventive chemicals are not used for the soil, and only organic fertilizer is used. The environmental impact of such production is much more positive than during traditional cultivation. The TÚN certifying agency is a member of IFOAM and certifies organic production here in Iceland.
It was almost impossible to avoid buying plants and seeds from organically modified organisms (GMO's) in Iceland, because it has not been obligatory to label or enlighten the general consumer about the origins of the product, genetically speaking, until recently (Autumn 2011).

The production of the simplest household appliances has an immensely negative environmental impact. Therefore, manufacturers  all around the world now compete to diminish the environmental consequences of their products. Unfortunately there are  other  manufacturers that do not take this initiative but rather  wait for directives and regulations from the EC, for instance, which force them into action. We, as consumers can choose the environmentally friendly option and select household appliances that have environmental labels. Various hazardous chemicals and cancer causing chemicals, i.e. cadmium and mercury can be very detrimental for the environment. Therefore it is also important that an old computer is just not thrown away but recycled and reused if possible. The same applies to batteries.The energy use of household appliances is defined with energy labels, such as Energy Star, GEEA and the European Union energy label. The CE marking is obligatory for any product covered by one or more of the so-called European ‘New Approach Directives’. You will find along with every product in the Electric Appliances section all relevent information regarding environmental impact, environmental labeling and energy use.

Fish is a beneficial source of protein and vitamins. It also contains Omega-3 fatty acids which prevent disease and strengthen the immune system.
Several certification schemes have been developed to assess and certify sustainable fisheries. Of those the Marine Stewardship Council is by far the most comprehensive and most widely used. Friends of the Sea, the Swedish certification body KRAV and the German certification body Naturland, as well as governments of a few countries, have also to a variable degree developed schemes for assessing sustainability of wild capture fisheries.
The Icelandic Vottunarstofan Tún is accredited by the German ASI for MSC Chain of Custody and fisheries certification. Tún has already certified several fish processing and sales companies against the MSC Chain of Custody Standard.  Tún has also certified the first Icelandic fisheries against the MSC Principles and Criteria for Sustainable Fishing. These are Atlantic Cod and Haddock handline, longline and Danish seine fisheries off the coast of Iceland.
Standards for sustainable fishing take several factors into account. The MSC standards assume assessment of three basic principles, i.e. the sustainability of the target fishstock, the environmental impact of the fishery (incl. fishing gear, bycatch and potential catch of endangered or threatened species) and the fishery management system.  Is is possible to argue that handline and longline fisheries (in which the fish “opts” to be caught) are more environmentally friendly than fishing by ordinary nets and/or trawlers. Accounting for use of energy is variable by standards.
Generally speaking it is assumed that one liter of fuel is required for each kg of fish caught. From a energy saving standpoint, in modern fishing more energy is being used to collect a smaller amount of fish.
Unfortunately, lipophilic, organically persistent, chemicals like PCB, have the somewhat disturbing habit of migrating from warm latitudes to colder latitudes. That’s why those chemicals bioaccumulate more easily in organisms at northern latitudes than in the tropics. Usually chemicals that bioaccumulate have little impact at the lowest step of the food chain. However, as we go higher up in the food chain, the chemicals accumulate and their impact increases. This is the reason why polar bears and killer whales have relatively high levels of chemicals like PCB in their bodies. People, like polar bears and whales, sit at the top of the food chain and can thus be vulnerable.
Supervision of the safety of seafood sold in Iceland is in the hands of the Icelandic Food and Veterinary Authority.

Cosmetics concern the daily hygiene and care for our bodies. While  cosmetics may have an instant beautifying impact, they can be made with hardly any  consideration as to how they impact the health of the user or for that matter, on the environment. There exists organically certified cosmetics, that are environmentally labelled and certified as fair trade. Cosmetics can contain both synthetic and organic chemicals. Sometimes the organic chemicals are derived directly from plants, but often they have been isolated in order to ensure that the functionality of the product is just as desired.  Scientific names that sound unnatural may be descriptions of certain organic compounds found in nature. In the Cosmetics Section all information found on the packaging is listed precisely  and in accordance with  current regulations. People may be allergic to certain ingredients, even though they may originate in nature, such as nuts or perfumes. Therefore, take care and check the ingredients. Pampering the body with luxurious and environmentally friendly chemicals is something with which you should indulge yourself. Good cosmetics are also a fabulous gift for your friends and loved ones.