Hundreds of freshly caught cod are moving at pace down a conveyor belt, before automated paddles pop out to send the fish splashing, one by one, into storage tanks below.
From there the cod, pulled from the cold water of the North Atlantic just a few hours earlier, enter a machine where the two sides or fillets of the fish are quickly removed.
The raw fillets then go whizzing off on another conveyor belt, directed in places by 50 or so workers in white overalls and waterproof blue aprons, gloves and rubber boots.
Another machine then takes just 1.2 seconds to cut each fillet into neat portions, and a few minutes later the cod is boxed up on ice, ready to be flown to cities across Europe and North America to be eaten that same day.
This is the busy scene early one morning at a fish processing plant on the south coast of Iceland.