Knutur Rafn Armann and his wife, Helena, have spent the last three decades nurturing their sustainable, high-tech greenhouse operation in Iceland. Their farm, Friðheimar, is known for supplying top-quality tomatoes year-round, and recently, the couple has taken on an exciting new challenge: strawberries. " We value being sustainable, using green energy, and producing fresh, high-quality food close to home," Knutur shares.
A dream turned reality
"My wife and I met in college when we were 17, and we had this dream of moving from the city to the countryside," Knutur recalls. "We wanted to create a life by growing vegetables, specifically in greenhouses. And we also had an interest in horses."
In the mid-1990s, after obtaining an education in agriculture and horticulture, the couple founded their farm: Friðheimar. "The farm was in terrible condition when we bought it in 1995. It hadn't been lived in for four or five years, but it was cheap—perfect for young people to start with," Knutur explains.
Starting small, the couple used just 800 square meters of old greenhouses, focusing on tomato cultivation. By 2025, they will have been running Friðheimar for 30 years, growing over 11,000 square meters of tomatoes, with an annual yield of 600-700 tons.
A unique visitor experience
Around 16 years ago, Knutur and Helena decided to open their farm to the public. " We started inviting visitors to see how tomatoes could be grown in Icelandic greenhouses year-round. We thought it would be a side business, just to show how we grow tomatoes, and also to introduce people to our horses," Knutur says.
But the small endeavor quickly grew into a major attraction. "By last year, we had more than 300,000 guests visiting Friðheimar," Knutur shares. The farm now operates two restaurants, one inside the tomato house, offering visitors a unique dining experience surrounded by the producing plants.
Being green in Iceland
The farm uses geothermal energy for heating and relies on Iceland's abundant green electricity for its operations. "This allows us to grow tomatoes in an environmentally friendly way, using the best water in Iceland, which is also the same water used for drinking around here. We also don't use any pesticides. We have biological pest control, using good flies to keep the bad ones away," he explains.
Tomatoes are harvested in the morning and sent to market the same day, enabling them to ripen naturally on the vine and retain their full flavor. "We pack everything ourselves and put our logo on it, even a picture of Helena and me. We want people to know where their food comes from," Knutur says.
A computer system from Priva monitors the greenhouse environment, assisting in creating the perfect conditions for plant growth. "I like being able to control the system remotely with iPhone, enabling us to provide optimal conditions for the tomatoes year-round."
Adding strawberries
Knutur and Helena's neighbors, who ran a strawberry farm, decided to sell their business in 2024. The farm spans 4,000 square meters and produces strawberries year-round. "We thought it was a great opportunity to expand. The farm is just a short walk away from ours, and we were ready to take over," Knutur shares.
Starting on January 1st, 2025, the couple officially took over the strawberry farm. "It's a great project, and we're excited to get started. Like tomatoes, strawberries are a high-quality product grown using green energy in Iceland's greenhouses," he adds.
Building on knowledge
While tomatoes and strawberries are distinct crops, Knutur is confident that the knowledge gained over the past 30 years will help make the transition smooth. "Growing is growing," he notes. "The technology, like the steering systems, will be the same. We're bringing in an experienced team from the strawberry farm, many of whom have been working there for a long time. This gives us a solid foundation."
Knutur also sees the potential for innovation in strawberry cultivation. "There's a lot of room for robots and new technologies in strawberry farming. I saw some interesting robots at Green Tech in the Netherlands last year, and I think these can be implemented in our farm sooner rather than later."
"We will be attending GreenTech in Amsterdam this year," Knutur reveals. "It's a fantastic opportunity to explore the latest trends in greenhouse technology, especially the advancements in automation, which are becoming increasingly important in strawberry farming."
Applying similarities
"From the very beginning, it's been all about quality for us, whether it's tomatoes, horses, or the way we host guests. This new strawberry farm is no different. We want to stand for high quality, using the best possible techniques," Knutur explains.
The couple also understands the growing consumer interest in sustainability and fair trade. "People are thinking more about where their food comes from and how far it's traveled. Icelandic vegetables are highly regarded, and we're proud to be part of that."
For more information:
Friðheimar
Knutur Rafn Armann, Owner and Managing Director
[email protected]
Kristján Geir Gunnarsson, Marketing and Quality Manager
[email protected]
fridheimar.is