Bjork Ostrom l Pinch of Yum

Bjork Ostrom

Pinch of Yum

Bjork Ostrom



Pinch of Yum is a food blog that shares fresh, flavorful and (mostly) healthy recipes. Their goal is to inspire others with food that is both approachable AND exciting. They want their readers to eagerly await 5pm when they can finally come home from work and start cooking.


Can you tell us a bit about your business and how you got your start?

My wife Lindsay and I run a food and recipe blog called Pinch of Yum. It started in 2010 as a way for Lindsay to share recipes that she was otherwise talking about and sharing on social media. We’ve since launched three other “sister” sites – Food Blogger Pro, WP Tasty, and Nutrifox. What started as a hobby is now a company that still feels like a hobby (we love our work)!

How do you think living in the Twin Cities has shaped your style? If so, how?

It’s allowed me to feel comfortable building a technology company without the noise that exists in places that would be considered tech “hubs.”

A slow, steady, consistently growing business isn’t sexy in places like San Francisco, but it sure is a good fit for us! If we lived somewhere else, I think I’d feel pressure to keep up with the digital Joneses.

How and where do you see growth for your business?

I’m excited to build a portfolio of small (but mighty!) online businesses. In 2019 we’re expanding outside of food by launching

If you had one piece of advice for someone starting a business, what would it be?

Find a way to love the work, not the result. It will get you.

LAB is founded on three key values: connect, create and collaborate. What are your three key values?

1 % ∞

What is 1%∞?

1: We all know what this is. The number one. That was easy. Let’s pair that up with the second character in the sequence:

1%: One percent. Still pretty easy. So far, so good. Let’s add the last character in the sequence:

1%∞: That last character is the mathematical symbol for infinity. All together those three characters read as “one percent infinity.”

One percent infinity means improving just a little bit (1%), everyday, forever (∞).

What is the favorite thing about your workspace?

My new digital scanner. I scan everything. Chant it with me: NO MORE PAPER! NO MORE PAPER!

One thing you wish you had in your office/studio…

2-3 well behaved tiny little puppies.

What’s currently on your studio playlist?

Yoste. So good! Thank you, Spotify. You make it SO EASY to find good music.

What is your no-fail, go-to when you need inspiration or to get out of a creative rut?

Taking a break. Changing location.

What are some of your everyday essentials that you can’t live without?

My gray Iron and Risen sweatshirt. My MacBook.

If you weren’t doing this, what would you be doing?

Teaching or something with kids.

If you could be a fly on the wall of anyone’s studio/shop/office whose would it be?

The Google team that makes decisions about what to change with the search results ranking algorithm.

Dream collaboration.

Jony Ive. Specifically Jony Ive’s voice for one of our product demos.

What item in your closet do you wear the most?

See above. ☺ My gray Iron and Risen sweatshirt.

Favorite place to meet/collaborate in the Twin Cities.

Any coffee shop with decent WiFi.

Three Instagram accounts you love to see in your feed.





Last Adventure: Welcoming our daughter Solvi to the world. ❤️

Next Adventure: Building a new brand (Visit Minnesota).

By Day: An email responder.

By Night: An email responder.

Latest Craft: Chemex coffee.

Secret Skill: Organizing the car glove box.


Believes in: The good of people.

Embraces: People when I see them. #hugger

Yes Please: Time alone.

No Thanks: Lots of people at a party.

Spirit Animal: Whatever mix of breeds our dog is. 🐶

Brand you can’t live without: Apple.

Favorite word: Gratitude.

Favorite day of the week:  Friday.