{"id":41543,"date":"2013-10-14T13:04:00","date_gmt":"2013-10-14T13:04:00","guid":{"rendered":"https:\/\/matis.is\/?p=41543"},"modified":"2021-08-03T13:07:06","modified_gmt":"2021-08-03T13:07:06","slug":"viski-ur-islensku-byggi-hlutskarpast-i-keppni-um-nyjar-hugmyndir-i-matvaelaframleidslu","status":"publish","type":"post","link":"https:\/\/matis.is\/en\/frettir\/viski-ur-islensku-byggi-hlutskarpast-i-keppni-um-nyjar-hugmyndir-i-matvaelaframleidslu\/","title":{"rendered":"Whiskey from Icelandic barley participates in a competition for new ideas in food production"},"content":{"rendered":"<h4 class=\"wp-block-heading\">The company \u00deoran, which now develops production of Icelandic quality whiskey from barley, won the first prize in the innovation competition between Mat\u00eds and Landsbankinn for business ideas in the food and biotechnology industry based on Icelandic raw materials and ingenuity.<\/h4>\n\n\n\n<p><img decoding=\"async\" src=\"https:\/\/gamla.matis.is\/media\/ljosmyndir\/Nyskopun-sigurvegari-515.jpg\" alt=\"\"><\/p>\n\n\n\n<p>The first prize is ISK 1 million from Landsbankinn and important technical advice and facilities to continue working on the idea from Mat\u00eds. The picture shows representatives of Landsbankinn and Mat\u00eds together with Birgur M\u00e1r Sigur\u00f0sson and Berg\u00fe\u00f3ra Arad\u00f3ttir on behalf of the winning idea \u00deoran - Icelandic quality whiskey.<\/p>\n\n\n\n<p>Other ideas that stood out this time were:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>GeoSilica - Silica suspension as a dietary supplement<\/li><li>Iceland - beverage and ice cream production from whey<\/li><li>Barley and kelp pasta - development and production of healthy pasta<\/li><\/ul>\n\n\n\n<p>Relatives of these four business ideas now have the opportunity to present their idea to investors and continue to work on their implementation with the help of Mat\u00eds experts.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/gamla.matis.is\/media\/ljosmyndir\/Nyskopun-efstu-fjorar-515.jpg\" alt=\"\" title=\"This is something else\"\/><\/figure>\n\n\n\n<p>The innovation competition was entitled &quot;This is something else&quot; and refers to a discussion about innovation in the economy that often ends with the saying &quot;do something else&quot;, or to undefined resources that many people talk about but do not have a name for. This competition creates an opportunity to do &quot;something else&quot;.<\/p>\n\n\n\n<p>The members of the competition intend to be a powerful stimulus for the development of small and medium-sized companies in the field of food and biotechnology, with lasting value creation as a guiding principle.<\/p>\n\n\n\n<p>Sveinn Margeirsson, CEO of Mat\u00eds, says: \u201cThis time, the winners of the competition presented a uniquely fun idea for non-traditional food that has excellent marketing potential. It is gratifying that if it had not been for this competition, we certainly would not have entered into a partnership with \u00deoran so soon. That fact alone strengthens my belief that the decision of Landsbankinn and Mat\u00eds to hold such a competition was the right one. It creates a good opportunity for us to create a platform that can become a rich part of increased value creation in the field of food production and biotechnology. &quot;<\/p>","protected":false},"excerpt":{"rendered":"<p>Fyrirt\u00e6ki\u00f0 \u00deoran sem \u00fer\u00f3ar n\u00fa framlei\u00f0slu \u00e1 \u00edslensku g\u00e6\u00f0avisk\u00ed \u00far byggi hlaut fyrstu ver\u00f0laun \u00ed n\u00fdsk\u00f6punarsamkeppni Mat\u00eds og Landsbankans fyrir [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":41544,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"templates\/template-cover.php","format":"standard","meta":{"_acf_changed":false,"_uag_custom_page_level_css":"","site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center 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