Edward, can you describe GreenIron's growth journey since you inspired us just under a year ago?

I have to pinch myself when I think back on what we have achieved in a few hectic months. We have continued our testing operations, with many positive results. Our patented technology has proven to work well for producing fossil-free iron and steel from residual products and waste from steel plants, among others. It has also been shown that our technology works for metals other than iron, such as precious metals like copper, nickel, and molybdenum. With these results from our test furnace, we are now ready to move towards actual production. It is incredibly exciting to be in the borderland between a startup and the responsible and successful technology company we aspire to become.
The second, and not entirely insignificant, piece of the puzzle for a company's success story is capital. During the autumn, we completed a new share issue of SEK 100 million with Wallenberg-owned FAM and state-owned Almi Invest as the largest investors. In addition, a number of prominent business profiles are with us on the journey, giving us an incredibly strong group of owners with broad industrial and international experience. What a fabulous Christmas gift for GreenIron's brave little group, who have boldly ventured into the unknown and worked hard for this for three years. Hats off to you all!

What is your recipe for creating a strong organizational culture and an attractive employer brand?

Now we are entering the next pulse-raising stage, which is about building a well-tuned organization. High on the 'to-do' list is attracting a number of key competencies, in areas such as production, sales, project management, and IT. These are issues I am passionate about and understand the importance of in building a company.
In parallel, we in management need to build a clear and strong brand for GreenIron, focusing on sustainability and profitability. This includes formulating a vision, mission, and values, with the aim of creating a value-driven organizational culture that both inspires and motivates our employees.

What are your goals for the next few years and your dream (vision) for GreenIron in, let's say, ten years?

The most central short-term goal is for GreenIron's first full-scale production plant to be located in Sweden, even though there are obviously alternatives for establishment. It would be fantastic to 'return' to Bergslagen, where we had our first furnace in the 1950s, and contribute to Bergslagen becoming the first in the world with circular, fossil-free steel production. Not least in light of the fact that Sweden's prosperity is largely based on the income and livelihood that the iron ores in Bergslagen provided from the 14th century and for several centuries onwards. It would be very exciting to be part of Bergslagen's unique history of successful industries in the future.
My own personal dream is that I, together with my ingenious 87-year-old father Hans, who invented this groundbreaking furnace back in the 70s, will witness the first tonnage of fossil-free iron or steel leaving our factory. Why not fittingly in connection with the crayfish premiere in 2023? GreenIron's dream, in a longer and larger perspective, is to create long-term societal value with a focus on sustainable value creation. Not just for Sweden, but for the whole world, and for future generations.
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Photo above: Peter Knutson