Skyr, realized Ásmundsson, was nutritious, wholesome, and a formidable alternative to the “sugary crap” pervading the American culinary landscape. So, like any self-sufficient Icelander, he set out to make it for his son.
To learn the ropes, he journeyed to the eastern Iceland town of Egilsstaðir and shadowed an 82-year-old dairyman. The skyr maker offered simple advice: “Get the best milk. Skim the fat. Add live cultures. Let it set. Strain the liquid. When it looks really thick, strain even more.”
In May 2011, with little real-world business experience, and nothing more than a traditional recipe for skyr, Ásmundsson decided to start a yogurt company.