Deep Roots in Iceland: An Interview with Soffía Arnþórsdóttir of Thund

Deep Roots in Iceland: An Interview with Soffía Arnþórsdóttir of Thund

Hafnarfjordur, Iceland, 16.05.2024 —At the heart of Iceland’s thriving ecological consultancy scene is Thund, a firm that blends rigorous scientific research with the rich tapestry of Icelandic flora and fauna. Soffía Arnþórsdóttir, PhD, the visionary behind Thund, discusses how her company has become a beacon for environmental stewardship and educational tours since its inception in 2003.

“In every leaf, rock, and drop of water, there’s a story about our world,” Soffía begins. “At Thund, we are dedicated to uncovering these stories through a blend of science and exploration. Our consulting services and educational tours are about seeing nature and understanding and preserving it.”

Thund stands out in the ecological consultancy scene for its unique focus on Iceland’s biological communities, particularly its distinctive vegetation and associated fauna. With a strong commitment to sustainability and environmental education, Thund offers a variety of services that are not only informative but also transformative. These include ecological assessments, sustainability consulting, and tailor-made educational tours that delve into the intricacies of botany, geology, and the overall ecosystem.

Thund’s tours, such as the Flora and Fauna expeditions through Thingvellir and the South Coast, or the unique combination of Flora and Culture in Borgarfjordur, are not just about sightseeing. They are designed to enlighten and inspire, leaving participants with a profound understanding and appreciation of Iceland’s ecological wonders. More importantly, they equip participants with the knowledge and passion to advocate for and contribute to environmental conservation, making a real difference in the world.

Under the guidance of Soffía, a respected figure in the field of ecology with a PhD to her name, Thund has emerged as a leader in providing environmentally friendly solutions. From individual tourists to large corporations, Thund helps businesses integrate green strategies in various sectors, from tourism to land use. This not only promotes a circular economy but also fosters a healthier lifestyle, demonstrating Thund’s commitment to sustainable development.

“Being a part of Thund means being at the forefront of environmental education and sustainability. Our mission extends beyond our tours and consultations. We are actively involved in community outreach and supporting global environmental initiatives,” Soffía states proudly.

About Thund

Founded in 2003 by Soffía Arnþórsdóttir, PhD, Thund has established itself as a premier ecological consulting firm in Iceland. Based in Hafnarfjordur, Thund specializes in a wide range of professional biological services, including consulting, research, courses, translations, and tours, all aimed at enhancing the understanding and preservation of Iceland’s unique ecological and biological resources.

For more information about Thund and to join their upcoming botanical tours, please visit

This story is a part of the 100 Stories from Iceland.


Name: Soffía Arnþórsdóttir
Title: Owner and Manager
Company: Thund
Address: Herjólfsgata 32, 220 Hafnarfjörður, ICELAND