Tomatoes are not the first thing one associates with Iceland, the land of fire and ice. But that’s exactly what Knútur Rafn Ármann and Helena Hermundardóttir, husband and wife owners of Fridheimar, specialize in growing. Along with their five children, Knútur and Helena have developed a family business devoted totally to tomatoes.

Through the use of geothermal technology, the greenhouses of Fridheimar, located one hour east of Reykjavik, the capital of Iceland, produce 370 tons of tomatoes throughout the year. That’s roughly a ton per day—even in the coldest of Iceland’s winter months—and over 15% of Iceland’s tomato market.

Imagine entering a large, glass-paneled greenhouse from the harsh cold outside, and finding yourself in the warm humidity and orange-tinted lighting of an inviting atrium. Rows upon rows of ripening tomatoes stand just a few feet away and buzzing bees can be heard throughout the enclosed space. It’s almost like stepping into another world.

This is an example of intensive commercial agriculture.