Get to Know Fridheimar: The Geothermal Tomato Farm in Iceland
July 10, 2024 While it may seem like an unlikely pairing, growing tomatoes and breeding horses can go hand in hand. Just ask Knútur and Helena Hermundardottir, owners of Fridheimar in Reykholt, Iceland. The couple breeds horses, grows hydroponic tomatoes and runs a restaurant – all on the same property.
Fridheimar in Reykholt, Iceland | Photo: Fridheimar
How Fridheimar Got Started
After graduating from college in 1994 with degrees in agriculture and horse breeding, the couple decided to turn their passions into a joint business venture. They pooled their resources to purchase a deserted greenhouse and started growing sweet peppers, tomatoes and cucumbers. Helena tended to the vegetables while Knútur bred horses on an adjacent area of the property, away from the greenhouse.
In 2001, the couple started growing greenhouse tomatoes year-round. The greenhouse business expanded enough to merit building additional greenhouses on site, though they originally started with one. Currently, Fridheimar has six greenhouses producing tomatoes and herbs. However, the couple’s complementary business that involves their horse-breeding efforts didn’t take off until 2008, when they hosted their first official horse show on the farm. The show now attracts over 200,000 people annually.
But Fridheimar’s success goes beyond the farm itself. Most of Helena and Knútur’s produce customers reside in the capital city of Reykjavik, as their fresh tomatoes are distributed to local markets and grocery stores. Considering the farm produces more than two tons of tomatoes per day, the couple must distribute them outside of Reykholt, which is home to about 100 people.
“Most of our products go to the market,” says Helena. “And if we find a deformed or scratched tomato, we’ll use it to make sauce, tomato marmalade, tomato beer, etc. We use all the tomatoes we produce so nothing gets wasted.”
Tomatoes Grown on the Fridheimar Farm | Photo: Fridheimar
How the Farm Uses Geothermal Energy and Artificial Lighting
While the horse show is a big draw for visitors to Fridheimar’s business, the couple primarily wants to show visitors how their greenhouses are powered by geothermal energy, which is no easy task. Fridheimar uses steam from the nearby hot springs at Smokey Valley as well as waterfalls that run through wind turbines. The steam powers the HVAC system in the greenhouse, keeping temperatures and ventilation optimal for tomatoes.
In addition, the farm uses high pressure sodium (HPS) lights to supplement their natural lighting. Providing the correct amount of lighting for the tomato and herb crops is essential to the farm’s success. This can be a challenge during Iceland’s winter months, when the number of daylight hours can plummet to only four to five per day.
“It came to a point where we had to invest in better lighting or throw in the towel,” says Helena. “We had to find some way to make an income in the other part of the year. [Traditionally], you have to sow your tomatoes at the end of December, plant them in February and harvest them in April. That means you’re without any income from December to April, and that’s a very long time to wait.” Installing HPS lights made it possible to grow tomatoes during every season.
The Hermundardóttir Family | Photo: Fridheimar
How the Family Keeps Up With Expansion
The farm’s increase in popularity and year-round production meant Helena and Knútur had to hire employees outside of the family. After opening a restaurant on-site in 2011, the need for working hands rose even more. Originally a small family business operated by the couple and their five children, Fridheimar’s diversified business is now run by roughly 80 employees.
“We had six employees before we opened our restaurant in 2011,” says Helena. “But we now have 80 people working for us all year, and we sometimes have extra help in the summertime.”
Adding a Restaurant to the Mix
Tourists have always been popular customers at Fridheimar, and the couple has given greenhouse tours since the business’ inception. But once word of the farm’s success got to Knútur’s childhood friend Jón K.B. Sigfússon, an established chef, he quickly encouraged them to open a restaurant on-site. Helena liked the idea right off the bat. “Jon is like a volcano with good recipes and ideas,” says Helena. “When he, my husband and I come together, there’s always an explosion of ideas for Fridheimar.”
After talking with Sigfússon, Knútur and Helena built a new production greenhouse and set up a kitchen, tables and chairs in it to create a restaurant amongst the tomato crops. The couple often refers to it as a “dining experience” since customers enjoy their meal while surrounded by some of the growing tomatoes that will eventually make it onto visitors’ plates. They originally only served tomato soup, but quickly expanded their menu to include other tomato-based meals and desserts. These include pasta dishes, stone-baked tortillas, mussels cooked in tomato sauce and even tomato ice cream.
Other Revenue Streams
The restaurant was an immediate success, encouraging Helena and Knútur to expand their operation even more. In 2020, the couple opened a Winebar and Bistro in one of the oldest greenhouses on the farm which is run by their oldest daughter, Dóróthea, and her fiancé. It’s fully equipped with meeting rooms and Wi-Fi to accommodate remote workers or people looking for a quiet place to study.
In 2013, the couple opened the Little Tomato shop so visitors could bring “food souvenirs” home. They gave the shop an online presence in 2014, so people can now order sauce, salsa, soup and jam on their website and have it delivered straight to their doorstep.
Mapping Out the Future
When asked about her future business plans, Helena explained how she hopes to see her children get more involved on the farm. While Dóróthea and her fiancé currently run the wine bar, they will likely take on more responsibilities as time goes on. As for their other four children? Only time will tell. Aside from that, Helena and Knútur hope to see their business continue to improve.
“We always have ideas on how to get better,” she says. “But that doesn’t mean we want to see the business get bigger. It’s more important to keep our employees happy and [our] produce quality high because Fridheimar is our life.”