Jon Gerald Sullenberger is getting ready to take on the dominant retail family of Iceland with the new budget food store Smartkaup. Sullenberger, the business partner of Jon Asgeir Johannesson and Baugur was the key witness in the infamous lawsuit against the company a few years ago.

While some are celebrating the competition that Smartkaup will bring as a saving grace from the Baugur monopoly, I have mixed feelings about the new player.

Sullenberger’s affiliation with certain characters within the Independence Party gives off the feeling that he is simply opening up a store where right-wingers can shop on the cheap without bad concience.

Icelandic society used to be poisoned with the endless question of whether you were on Jon Asgeir’s side or David Oddson’s side. We might be seeing such a storm brewing in the food-retail business.

A food-store that is acceptable to David Oddson. Now there is a business concept for some.

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