Brittany and Jón are on a shared mission to eliminate waste in Atlantic Canada’s seafood industry by unlocking the full potential of valuable, nutrient-rich inputs that too often go unused. Jón brings decades of experience from Canadian and Iceland’s fisheries and processing sector, where near-total resource utilization is the standard — not the exception. In Iceland, every part of the fish is respected, refined, and transformed into high-value products — from premium nutrition to functional, single-ingredient foods (a philosophy reflected in products like Truly Icelandic cod skin chews). Brittany brings a deep commitment to dogs, sustainability, and building businesses with purpose, believing that better systems can create better outcomes for animals, people, and the planet.Together, they saw a clear opportunity in Atlantic Canada: an abundance of premium seafood inputs, paired with a growing global demand for clean, responsibly sourced pet nutrition — yet a gap in infrastructure to connect the two. Through Truly Pet Co., and its first collection, Truly Icelandic, Brittany and Jón are building that bridge. By establishing a future processing and manufacturing facility in River John, Nova Scotia, they are applying Iceland’s proven model of full-resource utilization to Canadian waters — transforming what is often discarded into premium, export-ready pet food and nutrition products. Their work is about more than efficiency. It’s about respect — for the resource, for coastal communities, and for the dogs who depend on the food they eat every day. By turning waste into value, Brittany and Jón are helping create a more sustainable seafood system in Atlantic Canada, while delivering uncompromising quality to pet owners in Canada and around the world.
