5 December 2016 - Janet Bird
In what may herald the first signs of a thaw in relations between Iceland the supermarket and its namesake country, a delegation from the frozen food grocer is to meet Icelandic government representatives.
The two Icelands have been at loggerheads for some time over trademark issues, with the island nation growing increasingly frustrated by the stance the grocer has taken against Icelandic businesses who want to use the name 'Iceland' to brand their goods.
Things came to a head recently when the country's government mounted a legal challenge at the European Union Intellectual Property Office in a bid to gain permission for Icelandic companies to use the word 'Iceland' when marketing their products.
The government said they had made multiple efforts to negotiate with the retailer, but found their demands to be unrealistic and unacceptable.
Now, however, the grocer is to send a delegation to Icelandic capital Reykjavik to begin negotiations with government officials in a bid to resolve the issues and avoid legal action.