Taste Radio

When assessing the long-term potential for trendy product concepts, Mark Alexander, the CEO of fast-growing skyr brand Icelandic Provisions, uses a “warm” analogy.  “Paper fire burns really bright, and then it’s out before you know it,” Alexander said in an interview included in this episode. “A wood fire is going to last and burn for a while. That’s how we look at things: is this [trend] a paper fire or a wood fire?” Following a nearly 30-year career at the Campbell Soup Company, Alexander joined Icelandic Provisions in February 2019. A brand of traditional Icelandic skyr, Icelandic Provisions launched in 2016 and has tapped into growing demand for high-protein, low sugar cultured dairy. The company’s products, known for rich flavor and velvety texture, are sold in over 10,000 locations nationwide, including Whole Foods, Wegmans and ShopRite.  As part of our conversation, Alexander spoke about his transition from Campbell to Icelandic Provisions, lessons and takeaways from working at a CPG conglomerate that