Our Team

Our executive team members collectively have more than 100 years of seafood and finance industry experience, including a distinguished track record of working with management teams to build companies into larger and more deeply integrated organizations.

Our significant experience in operations, strategy, and corporate finance will ensure not only the success of our client, but the sustainability of the seafood ecosystem as a whole.

Pálmi Pálmason


Mr. Palmason is a lifelong entrepreneur with a proven track record for inorganic and organic growth, cross-border M&A and leadership within multiple sectors. His primary focus is on the seafood and real estate sector. Mr. Palmason has dedicated most of his professional career to promoting the sustainable seafood value chain as a destination for capital and growth.

Mr. Palmason founded Atlantis in 2002, which by 2006 had revenues in excess of $150 million. Among Atlantis‘ milestones were the development of a Salmon farm in Chile from the ground up, and the acquisition of a Bluefin tuna farm in Mexico, as well as a Bluefin tuna farm in Croatia. Mr. Palmason is also co-founder and current owner of Phoenix Investments. Phoenix Investments was a major real estate developer in Iceland in 2004-2007. Its largest project was a 323 unit development in Iceland with market value at approximately $160 million and sold in mid-development to a strategic buyer in 2006.

Mr. Palmason currently serves as a director on the boards of Phoenix Investments, SeaCapital Group, Laugarnes Real Estate and Panorama Seafood.

Axel R. Gudmundsson


Mr. Gudmundsson is an entrepreneur with a strong background in global business and turnaround. Mr. Gudmundsson is an expert in sourcing investment opportunities and an astute sales manager with a strong foundation in executive leadership.

Mr. Gudmundsson and Mr. Palmason have been working together since 1999 with great success on every continent. Mr. Gudmundsson was Global Sourcing Director of Atlantis Group until 2008 and was responsible for the P&L and procurement budget of up to $150 million. He has managed and been involved in procurement and sales of over $500 million in value.

Mr. Gudmundsson has been instrumental in some of the major investment decisions and feasibility studies of Atlantis and Phoenix Investments since 2002. Mr. Gudmundsson currently sits on the boards of Portunus Group, SeaCapital Group and Panorama.

Jonathan Hettinger

Managing Director

Prior to Panorama, Mr. Hettinger was a Managing Director at The Latin America Enterprise Fund, a $420 million private equity fund led by Pedro-Pablo Kuczynski. The Fund’s lead investors included the International Finance Corporation, ING Bank and the Harvard and Stanford endowments.

While at the Fund, Mr. Hettinger sourced and managed investments in a broad range of sectors ranging from ferroalloys to e-commerce, and served on the boards of directors of several portfolio companies including Caterpillar Equipment (Venezuela) and Parque del Sendero (Chile).

Prior to his private equity activities, he worked on Wall Street for six years in corporate finance at Credit Suisse First Boston and Brown Brothers Harriman. Mr. Hettinger is a graduate of Princeton University (B.A. in Economics, Honors).

Sherri Maretta-Carfi

Director, Business Development

Ms. Maretta-Carfi is an Investment Banking veteran with 40 years of experience in institutional sales. Her areas of expertise cover equities, private placements as well as other investment banking activities. Ms. Maretta-Carfi was a Senior Vice President, Institutional Sales for A. G. Becker/Warburg-Paribas.

When the company was sold to Merrill Lynch, Ms. Maretta-Carfi was hired by The Chicago Corporation as Senior Vice President of Institutional Sales to be one of the first team members, where she focused on equities, private placements and debt instruments for the institutional market.

During her career, she has always been responsible for the successful development of business and new products in many geographic areas, both domestically and internationally.

Jan Havmoeller

Director, Brand Strategy

Mr. Havmoeller brings a wealth of knowledge in international business, brand management, development and nurturing of intellectual capital, technology and marketing. He has a keen business sense and a proven track record of more than two decades of leadership and entrepreneurial experience that serves to help companies achieve their goals through effective brand and business management. His passion and drive for energizing dormant brands and applying the firm’s unconventional wisdom to new or existing brands, breeds success.

Mr. Havmoeller holds a degree in mathematics from Silkeborg College; a degree in international trade and finance from Silkeborg Handelskole; a finance degree from Danish Banking School; and a degree in theoretical statistics, mathematics, international trade and finance from Copenhagen University.

Pálmi Pálmason Sr.

Director Phoenix, Director Laugarnes

Chairman of Phoenix Group. Mr. Palmason Sr. has 40 years of seafood and direct retail experience after being a VP and Sales Director for two of the largest retail wholesalers in Iceland for 25 years and 10 years in seafood processing. He has brought companies like Procter & Gamble, Gilette, L’Oréal, and Johnson & Johnson to the Icelandic consumer market with tremendous success.

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