Outdoor clothing and gear company Patagonia has launched a campaign targeting the salmon industry in Iceland, urging the country to ban open-net fish farming. The campaign includes a newly released film titled “Laxaþjóð | A Salmon Nation,” featuring anti-salmon-farming activists and backed by prominent figures like Yvon Chouinard, founder of Patagonia, and musicians Björk and Rosalía. Patagonia has circulated a petition calling for the ban and emphasizes the environmental impacts of salmon farming. The campaign coincides with Iceland’s review of salmon-farming regulations, presenting an opportunity for transformation in the industry. Despite rapid growth in Iceland’s salmon-farming sector, criticism has emerged regarding insufficient oversight, including a report from the Icelandic National Audit Office in 2023.