Tell us a little about your venture ”livfulla trädgårdar”? How did you come up with the idea and what response have you received to your concept?
Livfulla trädgårdar sells customized perennial borders online. The customer orders the borders via a digital garden service where they themselves fill in the conditions for their border, e.g., location, hours of sunshine, and size. The customer also fills in which color scales they want and what style they want on the border, for example, natural, romantic, modern, etc. The customer is then presented with several border designs that suit the location in the garden and the customer's unique style. After ordering, all plants are sent home together with a planting map and care advice. The twist is that all our borders are composed to promote biological diversity with plants bursting with pollen and nectar that also bloom from spring to autumn.

The idea of selling borders that promote biological diversity was awakened in the spring of 2018 after we read several reports that alarmed that biological diversity was about to disappear. At the same time, we read other reports that showed that flowers in the gardens are of great benefit to bees, bumblebees, and other vital insects. Developing a digital garden service that makes it easy for everyone to promote biological diversity became our way of contributing to improving the situation for the insects. We got started properly this spring and the interest has been great. Garden interest is growing and so is the desire to do something good for the environment. And that is exactly what our service is about, to make it really beautiful in the garden and at the same time do a real environmental service.

You have previously worked with activities that support ”human rights” and now you are advocating for bees, butterflies, and other beneficial insects. Why are these so important?
Bees, butterflies, and other beneficial insects are the hub of our entire ecological system. If there are no insects, we cannot live a good life here on earth. We have no opportunity to do the work that, for example, pollinators do ourselves. Every third bite we eat is a direct result of the pollinators' work. This year was a blueberry year, each blueberry must be pollinated several times to become something. The same applies to almost all berries and fruits. If you think about it for a while, you become humble. Insects are also food for birds, fish, and reptiles, without insects these will starve to death. Insects also pollinate forests and meadows so there are plants and e.g., nuts for larger mammals to eat, etc. Everything is connected and everything starts with the insects.

You are a great role model for many with your entrepreneurial drive, digital presence, and willingness to contribute to something bigger. What tips would you give to others who are in the starting blocks to start something of their own for a ”better world”?
I have always had jobs that contribute to more than money in the account. That is what gives my working day meaning and what drives me forward. The interest in the environment and the climate has grown stronger in recent years and when I realized that there was an opportunity to combine my great garden interest with promoting biological diversity, it was finally just a matter of quitting my job and jumping. To those who are in the starting blocks, I want to say, go for it! No matter how much you have prepared yourself before, you will encounter difficult challenges, need to re-evaluate decisions and business models. It is a ”learning by doing” all the time. And that is also what develops and takes you forward. Another tip is to hold out. It takes time to start a company. Do something every day that takes you closer to your goals and celebrate your victories, big and small. Last but not least, surround yourself with people who believe in you and if you don't already, start loving to network!