Endurvinnsan hf. was founded in 1989 . The reason for establishing the company was nature and environmental protection, although there were hopes that it would be possible to recycle the packaging, which gradually became a reality. Recycling takes care of receiving, together with its agents, all single-use beverage packaging in Iceland, pays a return fee, prepares for export and sells for recycling. 58 offices work for the company throughout the country. 
Iceland was the first in the world to introduce a nationwide return fee system for all single-use beverage packaging. Since the company began operations, collection success has been among the best ever and has been approaching 90% on an annual basis.

Recycling's contribution to environmental protection is significant because, due to the return fee, single-use beverage packaging is no longer trash lying in the open, but a recyclable value that many people benefit from financially. Everyone can contribute to keeping the country clean, increasing the use of the earth's resources and improving the attitude towards values, while also generating foreign currency income.

The recycling company sells about 1,700 tons of aluminum per year and 1,300 tons of plastic. Glass is collected in Helguvík and 3,000 tons will be exported at a time, at least 5,000 tons per year. It has not been possible to find a way to reuse or recycle glass in this country due to the cost and small amount. Although the recycling of glass has not yet been made mandatory in Iceland, manufacturers have stepped up and agreed to recycle glass in the return system. This is in line with their policy on the circular economy.