Heiða is a political entrepreneur from Reykjavík, Iceland and a prominent figure in Icelandic politics over the past ten years. Before joining up with Mr. Luckett to establish EFNI, Heiða was a parliamentarian and participated as a member on many boards. She was a chief political advisor and campaign manager to the former Mayor of Reykjavik, Jón Gnarr and CEO of the Best Party (Besti flokkurinn). Heiða also served as vice chairman for the Welfare Committee of Reykjavík. Her background is in media and PR.


EVP of Exports & Logistics

Has over 30 years of seafood industry experience as co-owner, managing director and board member for three seafood companies.


EVP of Sales & Sourcing

Coming from a family with deep roots in the Seafood industry Vigfús has been around fish his whole life. With over 35 years of experience in the industry, Vigfús has been involved at every level; everything from catching, producing, sales and product development. Vigfús has a business degree from a university in Germany and is a board member of several seafood companies, both in Iceland and Canada.



Maria has a M.Sc. in Economics from the University of Iceland and an AMP from IESE Business school in Barcelona. Before joining Efni, Maria held a position as Vice President at the global pharmaceutical company Alvogen and as Managing Director for its local operations in Iceland. Maria serves on the board of the Federation of Icelandic Industries.


Director of Export & Logistics 

Bjarni holds a M.Sc. degree in Computational Engineering and a B.Sc degree in Computer Science from the University of Iceland. He has extensive experience within the seafood industry and has worked in multiple areas from an early age, mainly at fish markets and trawlers. He previously worked developing a seafood market information platform, banking solutions and web and mobile app development.


Chief Accountant

Svava has 30 years of experience as a bookkeeper, cashier and office manager in the seafood and fast food industry.


Exports & Logistics Manager

Audur holds an MBA degree from University of Iceland, MA in International Affairs from CUNY, and BA in Political Science Economics and Law SUNY. Professional background includes banking, legal, construction and seafood sector.


Creative Director

Frosti has an MA degree in editorial design from Hogeschool voor de Kunsten Utrecht. He has previously worked for various advertising firms as an art director as well as teaching at the Icelandic Academy of the arts and the Icelandic school of photography where he also serves as a board member.



Thorsteinn has a Diploma in entrepreneurial studies from RU and a BA degree in philosophy from Columbia. Previously worked for Iceland’s largest IT company in various position for eight years. Has experience with creating and developing technology solutions.