I spoke with Gardar about:

- His early years as a founder of a salt company in Iceland

- The purchase of a natural sweetener production factory by his partners after it was legalized in Europe, why that business didn't work out and how it led them to create their own CPG brand using those sweeteners in spreads like jams, chocolate and peanut butter instead of sugar.

- How they grew from only selling to local retailers in Iceland and Europe to selling to the US and why Texas became their most active market?

- Who buys their products? and why they learned that they should be focusing on spreads and not other categories like bars / syrups?

- Why is the spread business a slower growth business in comparison to other categories and how do they think about their growth?

- What are their biggest challenges right now and what would he do if he wasn't a CPG founder?

Gardar is awesome.