From NYC Kitchen to Global Brand: Siggi’s Journey to Multi-million Dollar Success

September 18, 2025

The semester’s first Mitsui Lunchtime Forum drew a standing-room-only crowd of students eager to hear from Siggi Hilmarsson, founder of Siggi’s—an Icelandic-style yogurt first made as a hobby in the entrepreneur’s NYC kitchen and today is an internationally sold brand.

Hilmarsson, born in Iceland, came to the New York City in 2002 to earn an MBA and began a consulting career. In 2005, he gambled on an idea—create skyr, the creamy, tart, low-sugar yogurt he missed from home but could not find in the U.S.

A self-proclaimed risk taker, Hilmarsson quit his job and began producing yogurt at an upstate dairy farm, thanks to an investment of less than $50,000 from a college professor. His first retail operation was a table at a neighborhood NYC outdoor market. Fast forward about two decades, Siggi’s is a top-selling brand with products sold across the nation and internationally.

‘Push forward with your strengths’

At the event, Hilmarsson candidly recounted the challenges of launching a business at 27— struggling to pay rent, nearly going bankrupt, and even halting production to raise money.

His message to students: persevere and believe in yourself.

“I loved my product so much that even if it failed, I could still hold my head high,” said Hilmarsson. “As an entrepreneur, I was always looking for potential investments as any meeting could lead to somebody supporting my business. I messed up a lot at the first stages of the business but became smarter over time.”

He added, “I was very driven to not fail…and it is empowering when you do something on your own. For overall success, it depends upon what you want out of life. I knew I could not work for other people.

“You need to know yourself very well and identify your failings and push forward with your strengths.”

Weissman’s Mitsui Forum: Global Leaders Inspire Future Careers

Mitsui events, such as this one featuring Siggi’s founder, brings the “real world to our college,” explained Andreas Grein, the Center’s director and professor at the Zicklin School of Business.

“Students learn from today’s most successful business leaders and entrepreneurs about launching companies, managing people across borders, and business trends. Many even make lasting connections with the speakers. It is all part of Baruch’s commitment to students succeeding in their careers.”

The Mitsui Lunchtime Forum, hosted by the Weissman Center for International Business and sponsored by the Mitsui USA Foundation, has connected students with the leading voices in global business since 1994.

Save the Date

Baruch College hosts three Mitsui Lunchtime Forums each semester, with the next event scheduled for October 30.

Learn more about the educational experiences the Weissman Center for International Business provides undergraduate and graduate students.

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