Smári Ásmundsson: From Iceland to Innovation in Healthy Foods
Smári Ásmundsson, CEO and founder of Bygg Foods, has a unique perspective shaped by his roots in Iceland. His company produces the protein powder NØRSE CØDE, which reflects his philosophy about food and health.
Rooted in Simplicity
Ásmundsson emphasizes creating minimal, healthy products, a value shaped by his upbringing in Iceland, where the food culture is centered around simplicity and quality.
While he has future products planned, he keeps them under wraps for now, stating that protein was just the beginning of Bygg Foods’ journey. His immediate focus is on fundraising to help scale the company more rapidly and eventually expand into national and international markets.
Key Insights from Ásmundsson
Moving to the U.S.
Ásmundsson originally came to the U.S. at 20 for education but ended up staying due to the opportunities California provided, especially in food culture and entrepreneurship.
From Photography to Food
His background in advertising photography taught him how to communicate effectively, a skill that translates into his food business. After noticing a discrepancy between food marketing and reality, he sought to create authentic food products that resonate with consumers.
Challenges and Responses
The pandemic forced Ásmundsson to wind down his previous venture, Smári Organics. However, he used this time to reevaluate his goals, eventually leading him to the protein powder sector, where he saw an opportunity to innovate.
Quality Control
Although Bygg Foods sources barley protein domestically, it does not come from local brewing waste. Ásmundsson focuses on product quality and building trust with customers, addressing concerns over the protein industry’s reputation.
Fostering a Positive Work Environment
He believes retaining quality employees hinges on clarity, ownership, and opportunities for personal growth—treating staff as contributors rather than just resources.
Personal Joys and Life Perspectives
Outside of work, Ásmundsson finds joy in spending time with his family, watching films, and experiencing nature—reminding us that even dedicated entrepreneurs value balance in their lives.
Conclusion
Ásmundsson’s journey showcases the blend of creativity and business acumen, all underpinned by a commitment to health and quality in the food industry. His focus on building a national brand with integrity sets a promising stage for Bygg Foods’ future growth.
