The ‘Iceland’ brand has been established for 40 years so the Icelandic government could already be facing an uphill struggle with its opposition. It seems curious then that that government is being so unreceptive to the supermarket’s conciliatory efforts.
The supermarket Iceland claims that the Icelandic government is "not willing to hold any serious discussion" to reach agreement in a trademark dispute. The country has launched legal action against the chain, claiming it prevents the nation's firms from describing their products as Icelandic. Iceland Foods owns the European trademark for using the name Iceland.