The 10 anniversary questions – Peter Midtgaard


– Written by Maja Lidegaard, A dedicated writer for The Organic Company.

Tomorrow we celebrate – we celebrate our ten year anniversary. Many years have gone by, and a lot has happened since the early rise of The Organic Company. TOC has in the last decade undergone a big change, from being a one person company with CEO Joy Vasiljev alone at the helm, to a small successful company with three owners who all wishes to offer the best GOTS certified textiles to customers worldwide.

Peter Midtgaard is the latest addition to the TOC family and partnership – and he has from the start brought a lot to the table, as he is a very skilled specialist within the field of lifestyle designs and market opportunities- and strategies. Peter has answered ten questions that evolves around green and sustainable tendencies within the market and where he thinks we are headed in the future.

1. You entered as partner and co-owner in 2017 – why did you join The Organic Company?

“It’s a fantastic little company, with a great vision and mission. It is having so much potential. The products are great, the design fantastic, and the organic thinking in the company is outstanding.”.

2. I have done a little digging, and see that you are involved as director and chairman in different design and lifestyle companies – Do you experience a general tendency that companies are moving in a greener direction or are TOC still quite unique in this regard?

“I think TOC today are quite unique, but all companies will move in a greener direction in the future. But the way TOC think, will ensure that they will stay in front of this development.”

3. What do you believe to be the greatest strengths of TOC?

“It’s the honesty against the organic thinking and the wonderful design combined.”

4. TOC is a GOTS certified company – and has to meet a lot of demands in order to be certified. Do you see it as a strength or weakness that you have to go the extra mile in order to produce products, that without the high set standards, could be produced more cheaply?

“For me it’s not about price or costs, it’s about conscience. It’s absolutely a strength to be certified and go the extra mile.”

5. Many consumers worldwide have had the mindset of buying quantity instead of quality. Do you think that it is a tendency that will continue or will the new wave of – Less is more – take over in the future?

“I think “Less is more” is a niche. In good times it grows, in bad times it shrinks. So right now it grows. But it’s important to be true to your niche (customers) in all times. If not they cannot identify who you are and what you stand for. You have to be true to your values.
Though on the long run, as the global heating becomes more and more visible I think we will move towards “less is more”.”

6. What do you think have brought this broader public awareness of buying less and better?

“It’s well known from studies that in good times, you are more social in your thinking and mindset. You get more oriented towards the society, the world and the community.
And when you get into bad times, you become more egoistic and cost (price) focused.”

7. Does the responsibility lie with the producers or consumers when it comes to changing the current culture – from conventional to organic?

“Basically, I think the responsibility is on both sides. The responsibility from the producers is to be honest and inform about the products environmental footprints, so the consumers are able to take the right decision when they buy.”

8. What do you think is the most vital business challenge in the 21st Century?

“The main problem is that we have too many products, and too few consumers. If you go back 50 years it was the opposite. It means that you have to be more creative and innovative in anything you do.
Beside that you have to take into consideration what the robot-technique will do to the world, and the way we live. This will be a huge game changer that can be quite frightening if we don’t find ways to handle this development.”

I asked Joy where she thinks TOC will be in 2027 – and I would like to ask you the same question. Where do you wish to see TOC in a decade?

“What Joy has started up with TOC, is so right, honest and powerful, and I hope that TOC will be known for that worldwide. If that happens off course TOC will grow dramatically, but it’s not about that. It’s about the difference that TOC are doing to the world, and if TOC grows a lot it will make a huge positive contribution to the world.”

10. In one word – describe TOC:


About Joy

Joy founded The Organic Company back in 2007 as she wanted to combine organic values with design and high quality. Joy believes in a strong relationship with her customers and her daily goal is to have a good day with fun and new knowledge

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