Siggi Hilmarsson, creator of Siggi's Dairy, joins David Cogan on the Eliances Heroes Show. What began as a New York grad student missing the traditional Icelandic skyr of his childhood turned into a beloved national brand. Siggi shares how he recreated his grandmother's recipe, sold it at local farmers markets, and faced the pivotal moment when Whole Foods called and rapid scaling became reality. As Siggi puts it, "Sometimes it's good to be happily ignorant so you can see how far you can go." siggisdairy.com eliances.com