It's right there in the summary why they care.
Iceland Foods has been going after all kinds of companies from Iceland that try to setup shop in the EU using Iceland in their own company names. Iceland Foods is claiming trademark ownership over the word "Iceland" as used in the EU. Meaning, any Icelandic companies that try to get a foothold in the EU need to change the name they operate under or face a lawsuit from Iceland Foods.
And Iceland Foods is not related to the country of Iceland in any way, shape, or form.
Personally, I hope the Icelandic government prevails, and forces Iceland Foods to change their name to Ice Land Foods, thus allowing all their Icelandic companies to pay homage to their homeland in their new Iceland X company names.