Interview: Krummi Spice


Interview date: 26 August 2014

Interviewed by: Tanja


Krummi Spice

The story:

Sigurbjörn & Kormákur were watching a documentary on acid attack victims in India in October 2013.

“An acid attack survivor from India was able to tell her story and, by chance, these two young men in Iceland were listening.

Her husband had domestically abused her so she decided to divorce him. He responded by attacking her with acid and her in-laws threw gasoline on her and lit her on fire so no other man would ever desire her. Disfigured and in constant pain from her wounds she ended up living on the streets with her daughter. She could not afford to take care of her so the only option she had was to move back in with her husband’s family. We could not tolerate this cruelty and injustice so we decided to start an Icelandic company in India dedicated to empowering acid attack survivors, Krummi was born!

They will be selling organic spices to, firstly, the Icelandic market. They will trade directly with the farmers and pay them 20% over market price for the spices. Those 20% go in to a mutual fund regulated by the farmers themselves and is used for the good of the community, such as building schools, wells, orphanages and so on.

In a short time period of 10 months since this impactful documentary the Krummi team made contact with the Indian Embassy in Reykjavik who assisted them with finding contacts with farmers and the acid burn victims support networks. Now they are focused on raising funds through crowdfunding, advertising via product placement on their documentary and from companies.”  Source: Krummi Spice About

Research Questionnaire

1. Name: Sigurbjörn E. Edvardsson & Kormákur Arthursson

2. Email address: kormakur[at]

3. Phone number: +354 8440052

4. Your title in the company: CFO and CEO respectively

5. Company Name: Krummi Spice / kt.471009-0240

6. Industry: Food importer/exporter

7. Company years in operation: 2014

8. Type of company: Private Limited companies (“Einkahlutafélag” (ehf)

9. How many employees does your company have: none

10. Annual turnover: 2013: none, only established in 2014. Currently both are self-funding their time in the company.

11. Description of company:

Creating job opportunities for women who have experienced acid burn attacks, with a sustainable business model at its core focusing on providing high quality organic spices from fair trade sourced farmers in India.

The main company is based in Iceland with a subsidiary company in India that will be the production and packing company that will employ the women.

12. Company Mission:

Creating a sustainable company that at its core gives back to society in every aspect of its business. “We want to show that this is possible.”

13. Description of social / environmental mission:

Women empowerment. At first they are aiming at assisting acid burn victims in India, but may in the future focus on other areas that at its core is focused on women empowerment.

14. Would you call yourself a social entrepreneur or social enterprise? Social enterprise

15. How do you interpret the concept of social enterprises? 

From our point of view a social enterprise is a company that has a positive impact on society in a profitable way.

Questions related to the definition

16. Does your company have a clear social and/or environmental mission set out in their governing documents?

It is named as a trade import/export company, with the subsidiary company based in India.

17. Does your company generate the majority of their income through trade? (51% and above). If not, how much?

Currently there is no trade, but in future yes the income will all be derived from trade.

18. Does your company reinvest the majority of its profits back into the social and/or environmental mission? (51% and above), if not, how much?

There are no profits at the moment but in the future, yes. The exact number has not been decided upon though.

 19. Is your company autonomous of state? Yes

20. Is your company majority controlled in the interests of the social and or environmental mission? Yes

21. Is your company accountable and transparent? (Transparency – corporate actions are observable by outsiders)

“All our products will clearly indicate where the product is from with its own unique tracking system to the source farmers. As well as for example a picture of the farmer and his family.”

Transparency is one of the cornerstones of the company. It not only is great for the consumer but also for the farmers and their communities. That way companies are forced to pay workers fairly and not take shortcuts to maximize profits.

22. Who are you clients / focus group?

The enlightened consumer (individuals who want to know where their products have originated and want to do ‘good’ with their purchases).

HORECA (hotels, restaurants and canteens) and


23. What KPI’s (key performance indicators) or measurement tools, if any, do you use to access if you are meeting your social impact according to your mission? (E.g. Number of users, number of engaged users. Etc.)

Women empowerment: effects of employment of the women’s lives

Regulation of funds of the 20% being used for the community development of the farmers.

 24. As per 23, what type of social impact have you created through your products/services (e.g. assisted 1,000 people access to health care they won’t have otherwise).

N/A – still in start-up phase

Social enterprise sector

25. If a social enterprise umbrella body were formed, would you be interested to know more about it and possibly join as a member? Yes

 26. What support do you personally need from such an umbrella body and/or what support do you think the social enterprise sector requires?

Mentorship (experienced individuals)


27. How would you like to see social enterprise develop in Iceland? 

We would like the norm to shift more to the social enterprise model, for more companies to realize the power they have to impact their community.

28. If none, can you recommend a company (NGO) that you may know of that has a social and/or environmental mission?

“Litla gula hænan” is a company that runs a chicken farm in south Iceland dedicated to raising awareness of the treatment of animals intended for consumption. We still haven’t tried their chicken but their mission is very admirable. ( )


Note: Social Enterprise Iceland does not in any way imply that the interviewed company is a social enterprise. The definition for social enterprise in Iceland is still work in progress through these research interviews. The purpose of sharing these interviews with the public is in alignment with our values of transparency as we share our process of discovery with those who are interested.

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