Petur Blondal is the Managing Director of the Icelandic Association of Aluminium Producers. He is one of the founders and board members of the Icelandic Aluminium Cluster. Petur is a former journalist and editor at Morgunbladid, Iceland’s biggest daily. He was the Head of PR and investor relations at Islandsbanki and was the founder and Head of a PR division at Gott folk McCann-Erickson. In addition to his BA in philosophy from the University of Iceland, Petur holds an MBA from the University of Reykjavik.

AlCircle: Could you share the journey of the Icelandic Association of Aluminum Producers, Samál, from its inception? What was the primary intent behind the formation of this association?

Petur Blondal: Samal, as the Icelandic Association of Aluminium Producers is called, was founded in 2010 by the three aluminium production companies in Iceland, Rio Tinto Iceland, Nordural and Alcoa Fjardaal. The organisation's goal is to promote the interests and development of the Icelandic aluminium industry and encourage education and information flow regarding the industry.