Smari

I moved to the U.S. with everything I owned packed into two suitcases, completely on my own, driven by a desire to build something greater for myself. With no safety net, I carved out a career as a top advertising photographer, working with some of the biggest brands and mastering the art of storytelling through imagery. That experience taught me how to communicate ideas powerfully, build relationships, and navigate the challenges of running a business in a competitive industry.

But my entrepreneurial journey didn’t stop there. I wanted to create something of my own—something meaningful. Drawing from my Icelandic heritage, I launched Smári Organics, bringing Icelandic-style yogurt to the U.S. market at a time when few had even heard of skyr. I built the brand from the ground up, navigating the complexities of manufacturing, scaling distribution, and competing in the crowded food space. It was an incredible experience that reinforced my passion for creating high-quality, mission-driven products that people love.

After stepping away from Smári Organics, I knew I wasn’t done building. I wanted my next venture to tackle an even bigger challenge—combining sustainability, nutrition, and great taste into a product that people would actually enjoy using. That mission led me to start my next chapter, which became Bygg Foods.