Born out of a homesickness for the yogurt of his native Iceland, Siggi Hilmarsson started to make his own batches at home, founding Siggi’s in 2005. After many, many batches, he was able to create a nonfat skyr with three times the amount of protein compared to standard yogurts.

It has the cleanest taste (and thickest texture!) of any dairy product I’ve ever tasted, and quickly developed a cult following among foodies and healthy eaters. Now distributed nationally by Whole Foods, I sat down with Siggi to discuss his perspectives on American tastebuds and approach to eating.

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What was the inspiration for you behind founding your own yogurt company?
I missed skyr the yogurt of Iceland, which is much thicker than regular yogurt from being strained– you strain about 75% of the whey weight out so you have a much more concentrated mass of milk solids. Skyr is traditionally made from skim milk, because it’s a byproduct of butter. So back in Iceland in the old days, you would start by skimming off the cream to make butter, then take the skim and make the skyr, after straining the whey from the skyr you would use the whey to drink or pickle various sheep’s parts usually or other food items to store over the winter.

Although I missed skyr the reason why I founded Siggi’s as a particular brand of skyr in the US has more to do with food here than with yogurt per se—I’m pretty averse to eating a lot of sweet stuff and I wanted to make the product not very sweet. I wanted to make a yogurt that was not excessively sweet and didn’t have this explosive sweet flavor.

I don’t like eating a lot of sugar. And when I came to the States, I was shocked by not just candy, but whole wheat bread (with high fructose corn syrup) and everything in between has sugar.  In particular even natural yogurt had 25 to 30 grams of sugar a cup. And then you see some that use aspartame, or artificial sweeteners, which I absolutely abhor. I don’t think they are good for you, they taste terrible, and they are part of this engineered food that I’m not really into.

How did you educate yourself in the process of making skyr?
I started just reading about it. My mom went to a couple local libraries back home in Iceland and got me some really old articles. I read some books, I read online, learned about yogurt in general. And then I started experimenting. All in all, from the time I made my first batch to when I started selling it, it was probably a year and a half. I went through many batches that failed first.

As a company, what are your guiding principles?
We don’t want any of our foods to be overly or excessively sweet, so we use a low amount of any sort of sugar substance. And the sugar we do put in there, we decided to use agave, which is a low glycemic carbohydrate, it takes the body longer to break down so basically you don’t get as much of a rush as you would if you just pump yourself up with sugar.

The other principles are general subtlety—we don’t use flavorings or try to avoid them, we use real fruit, don’t use any colorings, no artificial ingredients, try to keep ingredient style clear and short.

Even things that are unnecessary we just don’t include—for example people will often add beet juice for color, which is still natural and it’s pretty tasteless in small amounts, but we’ve skipped that. We don’t try to exaggerate the colors of things. Also with our sourcing we try to be transparent and traceable. We have certain criteria for the farms that they give their cows access to pasture, grass feed them, don’t use any hormones, we are against tail docking which is a rather unpleasant practice in some industrial dairies. We endorse sustainability–for the lack of a better word -and humane animal treatment, no factory farming. .                     .

Healthy guts!

I recently discovered Eukanuba’s “prebiotic” dogfood, which contains FOS (fructooligosaccharides), a prebiotic that stimulates the growth of good bacteria to enhance your dog’s digestive system.

For pet-owners, this product may come as no great surprise. But for those who don’t browse the aisles of Petco: there’s been a revolution in the category. Gone are the days when dogfood was just “miscellaneous meat” (or horse meat, if you saw that episode of Mad Men). Over the past few years we have seen the sophistication of pet products, and an ever-increasing crossover from the human to the pet world — diet food, salons, chemotherapy, sunblock, massage.

Pets are as old as civilization itself. But dedicated pet-lovers seem to be accelerating their climb towards ever higher levels of emotional commitment, responsibility, involvement and anthropomorphizing with their furry friends. As we become more and more savvy about health and wellness, doesn’t it seem natural to want to apply our knowledge to the protection of loved pets? And at $49 billion in the US alone, the pet product industry is only too happy to oblige.

But as Pet Care and People Care continues to converge, some larger ramifications are beginning to emerge. Will our standard health insurance options soon include a standard “four-legged family member” option? Will Furry Pharma become an increasingly hot, profitable, focus of big Pharma, as they ramp up their spending on pet-related R&D?  Might we see scarce resources diverted from solving niche human health issues to mass pet ones? Is this, indeed the dawning of the age of Pet Rights, Pet politics, and Pet Healthcare reform?

And lest we forget the current (human) healthcare brouhaha — how long before the uninsured resort to Petco for some cheap, dog-approved prozac?

And here’s some evidence. Happy Friday!

CDC’s definition of Obesogenic: “Characterized by environments that promote increased food intake, nonhealthful foods, and physical inactivity.”

I recently went on a shopping spree in Soho. No, not for clothes, but for green cleaning products.

Green Depot began as a supplier of green building materials- think insulation, paint, tiles. Their success in the building world coincided with a rise in public awareness and interest, and they recently took the plunge into the consumer world. Green Depot’s store on the Bowery showcases all things to do with “living,” from building materials to gardening supplies and lighting options. They have a “filter” system that evaluates the environmental impact of their products, so as to “squarely address greenwashing.” With the curator of all things natural and organic (Whole Foods) just down the street, it certainly feels like Green Depot is angling for the position in the world of green.

For me, the jewel in the Green Depot crown is their cleaning agent refill bar.

Anyone can bring a bottle in and have it refilled with glass/tub & tile/all purpose cleaner or dish soap. Eager to give it a try, I crossed town with 3 empty bottles (method, Listerine & Envirostep) in hand. The stuff is literally on tap, and several pumps later, the friendly barista (soaptender?) had filled the bottles and taped on new labels. The cost? 12 cents an ounce, which works out to be less than a new bottle.

In addition to the modest cost savings, that’s three less plastic bottles for me to chuck in a landfill. (I’ve been haunted about my plastic footprint since watching “Garbage Island.”  It’s a problem.)

Is it reasonable to think that everyone is going to schlep around with empty bottles in their purse? Maybe not. But response has been very positive, and one hopes that it might provoke major players such as P&G and Unilever to acknowledge that consumers are beginning to care enough to go a little extra distance– and that there is opportunity to meet us halfway. I personally would be delighted if my supermarket had a refill station for everything from shampoo to cooking oil.

Spring is in the air and purple patches have blossomed on the High Line. Katie from Friends of the High Line tells us that these are “Rhapsody in Blue” flowers, from the Salvia family. While we’re enjoying our office view, we can’t wait to admire them up close, and eagerly await the High Line’s official opening, rumored to be some time in June. As always, daily updates are available on the official High Line blog.

It’s a simple recipe for a thoroughly unwholesome meal: one McChicken sandwich placed between a Double Cheeseburger’s two patties, both ordered off McDonald’s popular Dollar Menu for a grand total of $2.16. Crudely christened the “McGangBang” by Daytona Beach customers in 2006, the sandwich has steadily earned a voracious following. Today, McDonald’s diners consume the McGangBang both online and off, ordering the absurd sandwich from befuddled employees, while documenting their experiences via Flickr, YouTube and, yes, even Twitter. And yet, the way McDonald’s opts to address this public relations pickle will prove to be even more interesting than how their customers are customizing the dollar sandwiches.

To date, the company has issued a single statement on the McGangBang, using a typical smile, deflect and evade approach:

“McDonald’s loves to hear from our valued guests, especially when they customize and create meal combinations to fit their personal taste preferences – no matter how unique! Whether it’s requesting an Egg McMuffin without cheese or a Big Mac with extra secret sauce, McDonald’s is proud to satisfy our customers’ requests and provide them with a variety of great-tasting meals every time they visit our restaurants.”

Is it just me or is ordering a sandwich named after a group sex act slightly different than asking for “an Egg McMuffin without cheese?” (Unless I’m unaware of some naughty new move!)

Oddly enough, I first heard of the McGangBang the same day that I watched a young boy on YouTube teach the world “How To Smoke Smarties” — yet another reconstitution of a defenseless manufacturer’s product. After crushing up the classic sugary candy into a powder and holding it in his mouth, the child demonstrated how it appeared to seep out like cigarette smoke. His instructional video has over 350,000 views and countless copycat posts, mainly by kids.

While folks have always reconstructed meals for their own amusement, food companies can no longer expect such experiences to remain either private or temporary. As fast and fleeting as the internet is, it also acts as a permanent public record for consumers’ every little experiment. Whether McDonald’s likes it or not, the McGangBang has already left an indelible mark on their brand.

No matter how unsavory the publicity is, McDonald’s must respond. Second only to pushing their products is pushing their message, and such an easy entree to the public conversation is a rare gift. Sure, it’s not in their best interest to capitalize on the name “McGangBang,” but they damn well ought to seize on the energy and enthusiasm behind it. A few ideas:

• Create an open contest for the best new sandwich created using only existing menu items. Put the (least rude) submissions up for an online vote, and offer the winner a limited menu run.
• Design a secret “off-the-menu” menu comprised completely of existing items, remixed a la In-N-Out e.g. Chicken McNuggets served with Big Mac Special Sauce or a Quarter Pounder with a layer of French Fries inside. Make no formal announcements. Instead, simply inform employees of the new offerings and wait for word to leak out.
• Rename the McGangBang something more palatable yet rich in innuendo e.g. the McOhYeah, the McLovin’ or the McNasty. Inform employees to expect orders for the “McGangBang.” Prepare them to respond with a simple one liner, “Oh, you mean the Mc____” Subvert the crude name with a new name of your own choosing.

In short, McDonald’s cannot do nothing. The challenge is unusual, but it could be far worse. Kids could be smoking McNuggets.

- Johnny

For a comprehensive background on the genesis of the McGangBang, click here.

2008 was an unforgettable year for us at People Are Amazing. Aside from Kat getting married, and me getting typhus, we launched this very blog and (despite our best efforts), it is still up and running! Since then, we’ve been privileged to interview a number of amazing people from Kalliopi Kohas, owner of Greek pine sap purveyor Mastiha to Tony Dusko, 5th grade teacher by day, whimsical web animator by night. A personal highpoint was hearing the wise words of 90 year-old Dave Crawford on growing up during the Great Depression and how best to navigate a crumby economy.

But the recession didn’t keep us from visiting some intriguing places. John took a trip to Brooklyn’s own Fine and Raw for a taste of artisanal, dairy/sugar/preservative-free chocolate. He brought back some perishable, refrigerated samples and we made sure they never reached room temperature! Kat found herself in the Mid-West wandering the aisles of Cincinatti’s own supermarket/amusement park Jungle Jim’s. Food, it seems, is a minor obsession at P.A.A.. Kat’s post about local panini-makers S’Wich found its way onto foodie blog Eater in May. I wrote about an awful new bottled tap water I came across at a bodega; in turn, that company curiously linked to our post, “Tap’NY Must Think You’re Stupid,” in their press section.

Surprisingly, our most popular post ended up being about a miscolored canine. In early May, I was experimenting with ways to boost traffic and I noticed that the search term “green puppy” was “volcanic” in popularity on Google Trends. Apparently, a Labrador with a pea-colored coat had been born in New Orleans and really people wanted to see the pictures. I posted the two images available at the time, unaware that moments later the popular site Buzzfeed would link to our post. Within a matter of minutes, we had thousands of viewers visiting our humble little blog. Thus, the “Green Puppy Effect” was born.

Obviously, you never quite know where a year will take you. This time last year, People Are Amazing didn’t even exist. But between blogging about diabetic rappers and Colorado grease thieves, we were thrilled to ride the ups and downs of 2008. Luckily for us, amazing things are always on the horizon and 2009 is sure to provide hearty fodder for the blog. Happy New Year and thanks for reading!

On a conference call with reporters Wednesday, the Beatles’ Apple Corps Ltd, MTV Games, and Rock Band manufacturer Harmonix announced an exclusive Beatles video game to be released in the winter of next year. This comes as a welcome surprise for the many critics who feel that those licensing the Fab Four’s music have been painstakingly slow in adapting to digital culture. Though the band did brave new territory with Cirque du Soleil’s LOVE, for their own odd reasons, they have still yet to release their coveted catalog for purchase on iTunes.

On the shoulders of Harmonix and Guitar Hero makers Activision, video game manufacturers are aggressively partnering with the music industry. According to The Economist, aging rockers Aerosmith have made more money in licensing income from Guitar Hero than from sales of any of their albums. But I have a hunch that these lucrative partnerships are indicative of something bigger.

In the past month, we’ve witnessed a presidential candidate advertising in Xbox 360 games and Brian Eno release an ambient musical instrument for the iPhone. We’ve watched Internet TV provider Hulu celebrate their first anniversary and Netflix and TiVo partner to stream on-demand rentals. Obviously, we are living in an era of rapid technological transition, but these innovations seem more enduring than past experiments. Virtual reality goggles anyone? While the Internet provides us with entertainment everywhere, it also raises our expectations of more traditional forms. Analog “one-purpose” mediums like TV, radio and even video games are learning that to survive you must not only partner with the competition but merge your mediums. It seems on this long and winding road, there’s only one lane and it’s moving fast.

In the past few years, High Fructose Corn Syrup has hogged the spotlight as an insidious force in the food world. Natural foodies have embraced this latest bogeyman, blaming it for allergies, obesity, diabetes and heart disease. It has become shorthand for over-processing, consumer exploitation, contentious farm subsidies and questionable parenting. The tides have turned so much against HFCS that the Corn Refiners Association has launched a campaign to point out that while is it fast becoming a “food villain,” few people actually know why they have come to see it as a negative ingredient in food:

There are some interesting parallels with organic food, which has simultaneously become positively coded in society. Different people value organics for different reasons: safety, taste, naturalness, humaneness… the list goes on, but regardless of specifics, the result is that many people just think it’s “better.” HFCS is organics’ evil twin. People have come to eye HFCS with suspicion for a multitude of reasons, believing that it is unhealthy, unnatural, everywhere, tastes inferior and the root of the obesity problem. It’s a food villain.

There is a reason for the raging debate. I looked for a simple answer, but there isn’t one. People are very opinionated, arguments from both sides are at times more emotional than logical, there is an abundance of fuzzy facts and inconclusive science, and there’s little distinction between cause and correlation. I thought that it would be helpful to share some of the information and questions I had, so that people who haven’t made up their minds can base their own opinions on fact rather than hype. .                     .

INTERVIEW

Last year, a glowing little store called the mastihashop opened on Orchard Street in the Lower East Side. Mastiha is the hand-harvested resin from the trunk of mastic trees grown on Chios, Greece. It has been used for therapeutic purposes since Hippocrates’ time, and was studied by the University of Nottingham as a treatment for peptic ulcers.

The store is a veritable festival of Mastiha: flavored candies and sweet treats, spice shakers for cooking, teas, homeopathic powder for digestive problems, gum, and skincare products (developed in conjunction with the slick Greek beautycare brand Korres). Here are some of the forms you can taste at the store:

The mastihashop is run by sisters Kalliopi and Artemis Kohas. Kalliopi recently took some time to chat with me about introducing the magical sap to the US. –Kat

How did you get into the mastiha business?

My sister and I have been surrounded by mastiha our whole lives and when the “mastihashops” were created in Greece we knew that we wanted to participate in mastiha’s renaissance and be the ones to bring it to the US. We approached the company and to our good fortune they chose to work with us.

What have you learned in the past year since launching mastihashop?

I have learned that no matter how excellent your product is, without the proper exposure and channels of distribution your product won’t get the attention and sales it deserves. The biggest challenge is being proactive and creative everyday in order to educate the public to a product that they have never even heard of. .                     .