{"id":2815,"date":"2026-02-25T09:25:50","date_gmt":"2026-02-25T07:25:50","guid":{"rendered":"https:\/\/blogs2.abo.fi\/etnologi-folkloristik-norden\/?p=2815"},"modified":"2026-02-25T09:25:50","modified_gmt":"2026-02-25T07:25:50","slug":"heirloom-cultures-and-heritage-branding-the-creamy-case-of-icelandic-skyr-2026","status":"publish","type":"post","link":"https:\/\/blogs2.abo.fi\/etnologi-folkloristik-norden\/2026\/02\/25\/heirloom-cultures-and-heritage-branding-the-creamy-case-of-icelandic-skyr-2026\/","title":{"rendered":"Heirloom Cultures and Heritage Branding. The Creamy Case of Icelandic Skyr (2026)"},"content":{"rendered":"<div class=\"contributor-type__contributor\" data-v-792406ce=\"\"><em> Heirloom Cultures and Heritage Branding. The Creamy Case of Icelandic Skyr<\/em> is written by Valdimar Tr. Hafstein and J\u00f3n \u00de\u00f3r P\u00e9tursson. It is published by Cambridge University Press. It is part of the series <a class=\"app-link part-of__collection app-link__text app-link--accent\" href=\"https:\/\/www.cambridge.org\/core\/publications\/elements\/critical-heritage-studie\" data-v-63dfaf6e=\"\" data-v-534a4f5b=\"\"><span class=\"text\" data-v-63dfaf6e=\"\">Elements in Critical Heritage Studies<\/span><\/a><\/p>\n<\/div>\n<p>Heritage branding and heirloom cultures are twin strategies for building brands in global markets. In this Element, the authors analyze these strategies through skyr; a traditional, sour dairy from Iceland. They explore how live microbial cultures in skyr have been &#8217;heritagized&#8217; as heirloom cultures to build a brand advantage. Live skyr cultures, they show, illustrate symbiotic relations over millennia between microbial cultures and human cultures. The industrialization of this species interaction in the twentieth and twenty-first centuries, they argue, ultimately converted a mutualistic relation into a parasitic one. Moreover, they demonstrate a parallel inversion of gender relations in the production and consumption of skyr as part of its industrialization and export. Ironically, these transformations undermine the industry&#8217;s promotion of the cultures and heritage to which it has effectively put an end. They ask whether there is a more general lesson in this about the relationship between industrialization, capitalism, and heritage.<\/p>\n<p><a href=\"https:\/\/www.cambridge.org\/core\/elements\/heirloom-cultures-and-heritage-branding\/45375138212400F49741F91EED96A2B6?fbclid=IwY2xjawQLgMhleHRuA2FlbQIxMABicmlkETFvRGp0VGw0bHZ0ZXBrQ053c3J0YwZhcHBfaWQQMjIyMDM5MTc4ODIwMDg5MgABHutOrq1N_LFz-VJEmXSHixrI8aTERmRY6wgFZ0hDFS5Qr4B13NOSleQYmcYb_aem_TRwtZsRrdcCY6OpAl3ASRg\">You can find the book here (free online until 9th March 2026)<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Heirloom Cultures and Heritage Branding. The Creamy Case of Icelandic Skyr is written by Valdimar Tr. Hafstein and J\u00f3n \u00de\u00f3r P\u00e9tursson. It is published by Cambridge University Press. It is part of the series Elements in Critical Heritage Studies Heritage branding and heirloom cultures are twin strategies for building brands in global markets. In this &hellip; <a href=\"https:\/\/blogs2.abo.fi\/etnologi-folkloristik-norden\/2026\/02\/25\/heirloom-cultures-and-heritage-branding-the-creamy-case-of-icelandic-skyr-2026\/\" class=\"more-link\">Forts\u00e4tt l\u00e4sa <span class=\"screen-reader-text\">Heirloom Cultures and Heritage Branding. The Creamy Case of Icelandic Skyr (2026)<\/span> <span class=\"meta-nav\">&rarr;<\/span><\/a><\/p>\n","protected":false},"author":645,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[12,14],"tags":[],"class_list":["post-2815","post","type-post","status-publish","format-standard","hentry","category-monografier","category-publikationer"],"_links":{"self":[{"href":"https:\/\/blogs2.abo.fi\/etnologi-folkloristik-norden\/wp-json\/wp\/v2\/posts\/2815","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/blogs2.abo.fi\/etnologi-folkloristik-norden\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/blogs2.abo.fi\/etnologi-folkloristik-norden\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/blogs2.abo.fi\/etnologi-folkloristik-norden\/wp-json\/wp\/v2\/users\/645"}],"replies":[{"embeddable":true,"href":"https:\/\/blogs2.abo.fi\/etnologi-folkloristik-norden\/wp-json\/wp\/v2\/comments?post=2815"}],"version-history":[{"count":3,"href":"https:\/\/blogs2.abo.fi\/etnologi-folkloristik-norden\/wp-json\/wp\/v2\/posts\/2815\/revisions"}],"predecessor-version":[{"id":2818,"href":"https:\/\/blogs2.abo.fi\/etnologi-folkloristik-norden\/wp-json\/wp\/v2\/posts\/2815\/revisions\/2818"}],"wp:attachment":[{"href":"https:\/\/blogs2.abo.fi\/etnologi-folkloristik-norden\/wp-json\/wp\/v2\/media?parent=2815"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blogs2.abo.fi\/etnologi-folkloristik-norden\/wp-json\/wp\/v2\/categories?post=2815"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blogs2.abo.fi\/etnologi-folkloristik-norden\/wp-json\/wp\/v2\/tags?post=2815"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}