Agritourism in Iceland : be inspired!

Although still not extensively promoted in France, agritourism is a source of turnover for producers which provides a real boost to their yearly profits. It tends to attract a more urban population seeking for contact with nature and feeling the need to get back to basics.

In France, agritourism represents one third of tourism. Agricultural marketing is gradually gaining momentum. An example worthy of note are marathon events held for wine enthusiasts: Vignole d’Alsace marathon, Médoc marathon, Blaye marathon… An opportunity for local producers to place themselves in the limelight in a fun setting. The platform Bienvenue à la ferme has provided more than 6,500 farmers with the opportunity to bolster their visibility. Airbnb has also had a part to play in this through the signing of a partnership with the Eure-et-Loir region with the aim of promoting the rental of rooms located on farms, which has in turn contributed to the development of this trend.

To inspire those interested in embarking on similar ventures in France, InCapsule shares a few innovative examples in the agritourism sector picked out during the latest TrendTour in Iceland.


  1. A tomato farm which combines an ultra-short production process with the helping hand of geothermal energy

InCapsule came across a unique farm which is a delight for the taste buds: Fridheimar. This farm specialised in tomatoes is a fine example of successful agritourism. The restaurant, set up in a tomato greenhouse where one can consume tomatoes cultivated under one’s very eyes, serves the fruit as a soup, cocktail or alcohol, to be savoured at the farm or to take away. Emphasis is placed on the eco-friendly approach: bees pollinate the tomatoes in a kind of hive and the entire production process functions with geothermal energy with regard to which Iceland is number one worldwide thanks to the volcanoes which keep its soil warm. The farm totals 5000 m3 of greenhouses and 10 employees, with one ton of tomatoes produced per day. It supplies the entire island which thus no longer depends on imports from the Nordic countries. It has to be said though that Iceland gets a helping hand from geothermal energy which enables to farm all year round despite the extreme climate that prevails.


  1. A farm and inn run by two young “Innovator Farmers”

Efstidalur was first established in 1750 and has been handed down from generation to generation. This has always been a traditional farm although its scope of activity is what makes it stand out! Indeed, in response to the development of tourism in Iceland, the seventh generation has broadened the scope of its activity by suggesting a range of services: restaurants, boutiques, purchase of fruit and vegetables or even meat produced on the farm. Everything is obviously organic! The promotion of local produce is particularly prevalent in this family which has been doing nothing but this for centuries. Not only is it possible to sleep there but the family also organises horse riding trips during the summer season. Tourists may also taste milk and artisanal ice cream produced on the farm.

They are particularly good at emphasising their added value through a highly refined marketing strategy: in a country like this were the nights are long, it is necessary to be creative to renew oneself and attract the local population as well as tourists.

This farm is self-sufficient and does not lose out on any profit as tourism boosts production and sales. Through this “Innovator Farmers” positioning, farms have become real businesses with a clearly defined marketing strategy to bolster awareness and sales of their produce.


  1. The Flatereyfarm: combining nature and digital innovations

This is a farm that succeeded in turning the flourishing tourist trade in their area to their advantage. Iceland is a particularly large producer; on an island like this, profitability is key. As a result of new trends, consumers want to be more enlightened about what ends up on their plate. Indeed, consumers often tend to go straight to the producer rather than to a supermarket. They are thus heading back to the source of the produce, vegetables or meat they are going to consume.

InCapsule discovered an almost totally automated farm that makes full use of artificial intelligence technology! Indeed, only a few people are required to supervise the farm, representing one third of the number of employees in conventional factories. Cows are regrouped depending on their state of health: cows which are pregnant, less fit… and are moved when they need to be milked. The factory is at the cutting edge of technology, thus enabling a faster milking process.

Just like in France, the Fridheimar or Efstidalur farms suggest activities, provide lodging (guesthouses, inns, campsites, rooms…) or even organise events and meals on the farm with their own produce. The use of marketing in Iceland represents an inspiring innovation. Farms are run according to tried and tested business models and thus become enterprises in their own right with concrete marketing objectives. Thanks to this approach, the bond with consumers is modernised while preserving authenticity.


After this escapade to Iceland, InCapsule delved into Icelandic culture to gain a better grasp of the innovations… to inspire you!

Do not hesitate to contact us to discover our inspirations gathered worldwide during our TrendTours!


Contact us to find out more!

What beauty for “sustainable natives”?

The IFOP Beauty division sheds light on the new “sustainable natives” generation and four initiatives deployed by brands to bring about ecological transformation in the beauty sector.


Who are “Sustainable Natives”?


This is the generation aged under 20 and about to begin further education. They are aware that the development of human society cannot take place to the detriment of the planet. They feel they have their part to play from a social, economic but above all environmental standpoint. Sustainable development is a key and indispensable factor when it comes to choosing their studies, career, investments and consumption on both the short and long term. They are the “consum’actors” of the future. It is thus crucial to get to know and understand them better to be able to suggest a take on beauty that corresponds to them and represents no danger for their future.


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They expect commitment but above all action


“Sustainable Natives” expect a high level of commitment from the cosmetics industry. They want to consume better and purchase more environmentally friendly products that have a minimal impact on the planet. They demand commitment, on paper of course, but above all tangible actions! Cosmetic brands have understood this and must thus reconsider their markets from a 360-degree perspective.


Let us take a look at the four levers to be activated to offer beauty with a higher level of commitment:

Address social concerns


Brands are embarking on a restructuration of their supply chains and are rethinking the production process to support local economies. They are placing the emphasis on short supply chains, craftsmanship, ethical sourcing principles and fairer remuneration…


Who is doing what? Aroma-Zone is consolidating its development and is striving to repatriate production as much as possible. Typology shares part of its Black Friday profits with an organisation that plants trees in deforested areas worldwide and in so doing creates jobs in poor communities.

Address animal rights


As a result of several media scandals (e.g. videos showing ill-treatment of animals), campaigns concerning measures taken to protect animals as well as the increasing popularity of veganism (especially among the younger generations), brands are under close scrutiny. The latter are reconsidering their product formulas and/or taking the necessary measures to fulfil the requirements of specific labels (no animal testing throughout the entire production process, no ingredients of animal origin in the formulas).


Who is doing what? An increasing number of products are displaying labels which provide consumers with guarantees regarding production processes such as cruelty free and vegan or vegan society. An example which is worthy of note is The Body Shop which was the first brand to take action against animal testing in the cosmetics sector, not to mention Kiehl’s, Lavera, Lush, Naturé moi…



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Address health issues 


“Sustainable natives” is a generation of young people who place emphasis on their own health and that of the planet. They keep a keen lookout for labelling and request explanations. They are assisted in this by certain applications which fully grasped the amplitude of this trend at an early stage such as Yuka which already totals 12 million downloads over 2 years.


Who is doing what? Armed with a means of exerting pressure on brands, the younger generation is striving to bring about changes. Under this watchful eye, transparency is of the essence for large groups. L’Oréal for example has set up its “Au cœur de nos produits” platform to shed light on its manufacturing processes and the composition of the group’s products. New beauty brands are also establishing their credentials such as Typology with its no-nasties formulas; Respire with its 99,98% natural origin deodorant brand; La Bouche Rouge Paris with its “pure” microplastics-free lipsticks; or Garancia with its Huile Ensorcelante aux Super Pouvoirs® which refers to its good Yuka score in in its communication strategy.

Address environmental concerns


No to plastic! This revolutionary invention dating back to the 1800s has now become highly controversial: air and sea pollution, negative impact on animal and human health… Nothing very appealing here for the new generation. So brands are saying Yes to glass, aluminium and kraft and thus adopting new forms of packaging.


Who is doing what? Many new initiatives are to be found on the market today: more concentrated formulas, compressed products, solid products, products consumers can make at home, DIY workshops.


Aroma-zone organises DIY workshops; Pick&Gram is selling bulk products; Yves Rocher manufactures I Love My Planet concentrated shampoos; and L’Oréal is working with Albéa on tubes made from carton.



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Let’s remain positive!


The beauty industry must reduce its impact on the planet while addressing the needs of “Sustainable natives”. Green washing is no longer accepted, and beauty brands have understood this.


The aim of the IFOP Beauty division is to provide support to brands carrying out their ecological transformation and help them gain better understanding of their targets while identifying the levers to be activated. Should you have any questions, do not hesitate to contact us.


Julie Costa – Beauty division group manager


KEVIN ZHOU : Send an email