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Paper short abstract:

How is ownership over the Icelandic dairy product skyr asserted, confirmed, challenged and rejected with reference to its cultural history? We present an investigation into cultural and economic uncertainty in markets, media, and courtrooms.

Paper long abstract:

In the 21st century, the Icelandic dairy product skyr had an international breakthrough after an uneventful millenium as a staple of the domestic diet. Its breakthrough is captured in branding efforts and advertising campaigns from producers in Iceland, Europe, and the United States. Here, we explore how these branding and advertising campaigns compete and clash in “Skyr Wars”, fought out on the screen or the page but also in the courtroom, where producers claim tradition, authenticity and cultural legitimacy in various ways.

In 2014, MS Iceland Dairies registered the word “Skyr” as a trademark. When the dairy corporation Arla began marketing skyr in the Nordic countries in 2015, MS Iceland Dairies asserted its right in the trademark. As Arla did not desist, MS Iceland Dairies sought an injunction from courts, forbidding Arla from marketing skyr to consumers. Upon review of the case, MS Dairies lost its Swedish trademark in 2015 but successfully won an injunction in Finland, where Arla was given a week to remove its skyr product from dairy shelves. In the US, a class action lawsuit was brought against Icelandic Provisions for its exploiting consumers’ desire for authenticity in its marketing of its skyr with certified “heirloom cultures”.

We present an investigation into cultural and economic uncertainty in markets, media, and courtrooms, analyzing how ownership over skyr is asserted, confirmed, challenged and rejected with reference to its cultural history.