Meet the team!


Svavar Halldorsson – our team leader

TV personal, experienced manager, marketer and consultant

Former manager of Icelandic Lamb and Icelandic Food and Food Culture

Seasoned writer, journalist, producer and TV personal.

For further information go here.

Sofia Rubio – our Sustainability and Biodiversity expert

Holds degrees in Biology and Ecology.

Founder and CEO of Shiwi in Peru.

Experienced speaker and project leader.

For further information go here.

Ninja Omarsdottir – Branding and Marketing Expert.

Expert in Design, Startup and Tech. Experienced project leader and manager.

Former manager of the Icelandic Marketing Association – ÍMARK.

Degrees in International Marketing, Business Administration and Cultural studies.

For further information go here.


Brynjar Þór Þorsteinsson – our digital marketing expert

Assistant Professor of Business at the University of Bifrost.

Expert on marketing strategy, digital marketing and brand management.

Experienced director of marketing and international relations

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Theo Crutcher – our PR expert

Experienced public relation manager and consultant.

Responsable for crafting corporate and investment narratives for some of the world’s largest publicly listed companies.

Seasoned copywriter and marketer.

For further information go here.


Bruce McMichael – our word magician

Food and drink communications and strategy consultant.

Published author of two books and countless articles on food.

A food writer and a storyteller veteran.

For further information go here.


Guilherme Lobão  – our food historian.

Researcher at the Universidade de Brasilia. 

A scholar and a published academic author in English and Portuguese.

Experienced food critic and food and culture writer.

For further information go here.


Hjörtur Smárason is a branding expert, strategist and a storyteller. He is an expert on the value of origin, international communication strategies and tourism development. Proud owner of the last Icelandic McDonalds cheese burger he bought in 2009.

Hjörtur Smárason – our brand strategist and storyteller.

Expert on the value of origin, international communication strategies and tourism development.

Proud owner of a sesoned McDonalds cheese burger.

For further information go here.


In addition to this amazing team we cooperate with a network of experts from all over of the world.


Send us a message by clicking here!


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