Meanwhile, in the States, nobody cares if you call your company "American Foods" or "US Foods" or whatever. It just promotes the country, which I thought Iceland would be interested in.

Somebody in the UK eats something from Iceland Foods, goes "oh, neat, this is from Iceland", and then there's another angle for tourism.

In 2016, we wrote about Iceland Foods, a UK grocer, which had somehow convinced the EU to give it a trademark for “Iceland” and which then went about bullying other companies and opposing trademarks for any that included the name of that country.

Whelp, that's totally different than what I expected. I thought it was the other way around.