Today on the podcast we bring you a conversation with Toni Petersson, former CEO of Oatly. This was recorded live at our Giant Ideas summit in June of this year.

Toni Petersson was the CEO of oat milk giant, Oatly, for a decade. He transformed an unknown Swedish eco food company into a global consumer giant, with just shy of $1BN in sales. On its first day on the NASDAQ in 2021 it traded at $13 billion valuation. Toni famously used quirky marketing to consumers to build one of the most loved green brands of all time.&nbsp;

Building the brand came with bold decisions. For one, he was the star of what has been described as both the worst and the best Superbowl commercial of all time. He was filmed in a field of oats singing a painfully catchy song about oat milk. So how did Tony turn a sleepy Swedish innovation - creating milk from oats - into a must-have climate product? And how did he make oat sludge aspirational? In this conversation with Financial Times columnist Gillian Tett, we cover why he thinks purpose matters, and how to move climate products from the fringe to the aspirational. Enjoy!

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Cameron McLain

Tommy Stadlen

Former Oatly CEO Toni Petersson: Building Oatly and Making Climate Products Sell

Oatly

Today on the podcast we bring you a conversation with Toni Petersson, former CEO of Oatly. This was recorded live at our Giant Ideas summit in June of this year. Toni Petersson was the CEO of oat milk giant, Oatly, for a decade. He transformed an unknown Swedish eco food company into a global consumer [&hellip;]

Giant Ideas Episode #11

Former Oatly CEO Toni Petersson: Building Oatly and Making Climate Products Sell