What Landvernd does

Landvernd is an Icelandic non-profit membership organization (félagasamtök) founded in 1969 and headquartered at Guðrúnartún 1, 105 Reykjavík. It is described as Iceland's largest nature conservation organization, operating across nature conservation advocacy, climate action promotion, environmental education, policy influence, and public awareness campaigns. Its primary constituents are approximately 5,500-6,000 individual members, 40 affiliated member organizations distributed across Iceland, and approximately 200 schools participating in the Grænfáninn (Eco-Schools Iceland) program.

The organization's product surface is centered on educational programs and digital advocacy tools rather than commercial technology. Core offerings include Grænfáninn, an international sustainability education program administered in Iceland under a seven-step framework that operates in 67 countries globally; Umhverfisfréttafólk (Young Reporters for the Environment), a youth journalism program; Alviðra, a dedicated education center; Náttúrukortið, an interactive map visualizing areas proposed for energy development; Orkuskiptahermir, an energy transition simulator modeling Iceland's 2040 electricity mix; Verkefnakista, a curated project toolbox for schools; and Græna borðið, a weekly discussion video series. The organization also operates a habitat restoration program with schools and a web store for memberships, donations, and memorial cards (minningarkort).

Landvernd is financed through membership fees from individuals and 40 member organizations, donations (tiered from ISK 5,000 to ISK 250,000, approximately USD 35 to USD 1,745), grants, and web store sales. It employs between 11 and 50 people and maintains distribution through its website, social media (Facebook, YouTube, Instagram), school programs, and events. Landvernd plays a formal role in Icelandic environmental policy via umsagnir (consultations) and has participated in legal proceedings concerning hydropower, geothermal infrastructure, and protected areas.

Name

Landvernd

Legal name

Landvernd

Website

https://landvernd.is

Company type

Private

Founded year

1969

Operating status

Operating

Headcount range

11–50 employees

Short description

Landvernd is Iceland's largest non-profit nature conservation organization, founded in 1969, serving approximately 5,500-6,000 individual members, 40 member organizations, and 200 schools through advocacy, environmental education, and policy influence.

Ownership category

akta.pro rank

Product category

Environmental Conservation Services

NAICS

Environment, Conservation and Wildlife Organizations (813312), Social Advocacy Organizations (8133)

SIC

Services-Membership Organizations (8600)

akta.pro primary industry

Land Trusts & Protected Areas (BPAGAGAC)

akta.pro secondary industries

Environmental Education, Capacity Building & Community Engagement (BPADALAO), Sustainable Agriculture & Food Systems (BPAGAGAI)

Keywords

• Nature conservation advocacy
• Environmental education
• Climate action programs
• Sustainability curriculum
• Habitat restoration

Headquarters

HQ city

Reykjavík

HQ country

Iceland

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Membership Fees: Landvernd operates with approximately 5,500-6,000 individual members who pay membership fees. Additionally, there are 40 member organizations (aðildarfélög) affiliated with the association.
2. Donations and Grants: Landvernd's work is financed by grants and membership fees. Donations are accepted through the website with various preset amounts. All grants given are used for nature conservation purposes.
3. Web Store Sales: The organization operates a web store selling items such as memory cards (minningarkort), gift certificates, and other merchandise. Prices range from ISK 5,000 to ISK 250,000.

Pricing tiers

Distribution channels3 records

Marketing channels5 records

Core offering

Landvernd is a non-profit membership association that protects Icelandic nature through advocacy, climate action, policy influence, and educational programming. It operates the Grænfáninn (Eco-Schools Iceland) program in roughly 200 schools, runs the Umhverfisfréttafólk youth environmental journalism program, hosts the Alviðra education center, and provides digital tools such as the Náttúrukortið interactive map and the Orkuskiptahermir energy-transition simulator. The organization funds these activities through individual memberships (~5,500–6,000), donations, grants, and a small web store.

Product overview

Landvernd operates as an environmental organization offering educational programs and digital tools rather than a traditional product company. The core offerings include Grænfáninn (Eco-Schools Iceland) - an international environmental education program with ~200 participating Icelandic schools, and Umhverfisfréttafólk (Young Reporters for the Environment) - a youth journalism program. Supporting offerings include Alviðra education center, Náttúrukortið digital map showing proposed energy developments, Orkuskiptahermir energy transition simulator, and Verkefnakista project resource library for schools. Additional offerings include Græna borðið video discussion series, Vistheimt með skólum habitat restoration program, Minningarkort memorial donation cards, and a web store for memberships and donations.

Differentiator

Problem solved

Functional benefit

Brands

• Grænfáninn (Eco-Schools Iceland): International environmental education program for schools, operated by Landvernd in Iceland
• Alviðra
• Náttúrukortið
• Umhverfisfréttafólk (Young Reporters for the Environment)
• Græna borðið

Products and services

• Grænfáninn (Eco-Schools Iceland) International environmental education program operated by Landvernd in Iceland, promoting sustainability education in schools through the seven-step framework and the Green Flag award for participating schools.
• Umhverfisfréttafólk (Young Reporters for the Environment) International program (YRE) operated by Landvernd in Iceland that creates a platform for youth to learn about environmental issues and report on them in creative ways.
• Alviðra Education Center Landvernd's education center (Fræðslusetur Landverndar) that hosts educational events and programs on environmental topics for the Icelandic public.
• Náttúrukortið (Nature Map)
• Orkuskiptahermir (Energy Transition Simulator)
• Verkefnakista (Project Toolbox)
• Græna borðið (Weekly Discussion Series)
• Minningarkort (Memorial Donation Cards)
• Vistheimt með skólum (Habitat Restoration Program) Habitat restoration program working with schools on ecosystem restoration, teaching students about ecosystems and restoration ecology. Operated from 2013 to 2023.

Quantifiable outcome

• Landvernd has been operating for over 50 years since 1969, continuously advocating for Icelandic nature
• +1 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Partnerships

One partnership is on record.

• FEE (Foundation for Environmental Education)majorStrategic or Co-development Partner · 1 January 2002Landvernd managed the Blue Flag (Bláfáninn) program in Iceland from 2002 to 2018. Blue Flag is an international environmental certification awarded to small boat harbors, beaches, and tourism service providers for achieving environmental goals.

Scale indicators5 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Náttúruverndarsamtök Íslands (Icelandic Nature Conservation Association): Iceland's other major environmental NGO, actively co-litigating with Landvernd on cases like Hvammsvirkjun and the Aarhus Convention. Most direct peer in mission, advocacy tactics, and Icelandic policy focus.
• Greenpeace Iceland: Direct advocacy peer operating in Iceland on nature protection, climate, and opposition to industrial energy projects. Similar mission and adversarial positioning against Landsvirkjun and energy-intensive industries.

Others

• Foundation for Environmental Education (FEE): International umbrella organization behind Eco-Schools, Blue Flag, and YRE programs. Landvernd is a national operator of FEE programs, making this its primary partner and ecosystem enabler for the education portfolio.
• Sierra Club: One of the oldest and largest grassroots environmental organizations in the world with a comparable membership-funded, advocacy-plus-education model. An established incumbent in the environmental NGO space.
• Umhverfisstofnun (Environment Agency of Iceland): Icelandic government agency responsible for environmental protection, nature conservation areas, and impact assessments. Adjacent player whose regulatory actions Landvernd seeks to influence; useful for understanding the policy environment Landvernd operates in.

Regional players

• NABU (Naturschutzbund Deutschland): Germany's largest nature and biodiversity association with a comparable membership-plus-advocacy-plus-education structure. Closely parallels Landvernd's combination of grassroots membership, policy advocacy, and education programs.
• Naturskyddsföreningen (Swedish Society for Nature Conservation): Largest environmental organization in Sweden with a similar membership-based, advocacy-plus-education model. Highly comparable Nordic peer with strong brand, policy influence, and education programming.
• Norwegian Society for the Conservation of Nature (Naturvernforbundet): Norway's largest environmental NGO with a similar membership-funded advocacy model. Comparable Nordic peer in nature conservation, policy influence, and grassroots engagement.

Broad incumbents

• Friends of the Earth International: Global network of environmental organizations with grassroots advocacy and education programs. Comparable mission and federation model, though at much larger international scale than Landvernd.
• The Nature Conservancy: Global conservation organization with broad advocacy, science, and land protection work. Comparable in mission scope (nature conservation, policy influence, public engagement) but operates at vastly larger scale across multiple geographies.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCGOFJzdfNkmay4fk4e23nNg
• Facebookfacebook.com/landvernd
• Instagraminstagram.com/landvernd
• LinkedInlinkedin.com/company/landvernd

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Landvernd