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 busy months. We have continued with our testing activities where we have had many positive results. Our patented technology has proven to work well for producing fossil-free iron and steel from residual products and waste from steelworks, among other things. It has also been shown that our technology also 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 real production. It is incredibly exciting to be in the borderland between a start-up and the responsible and successful technology company we aim to become.
The second, not entirely unimportant piece of the puzzle for a company's success story is capital. During the autumn, we carried out a new issue of SEK 100 million with Wallenberg-owned FAM and state-owned Almi Invest as the largest investors. In addition, a number of heavy business profiles are with us on the journey, which gives us an incredibly strong owner group, with a broad industrial and international experience. What a fabulous Christmas present for GreenIron's brave little group, who with great courage have thrown themselves into the unknown and worked hard for this for three years. Bow and bow to you all!

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

We are now entering the next pulse-raising phase, which is about building a well-tuned organization. High on the "to-do" list is to attract a number of key competencies, for example in production, sales, project management and IT. These are issues I am very passionate about and understand the importance of in building a company.
In parallel with this, we need to build a clear and strong brand for GreenIron, with a focus on sustainability and profitability. This includes formulating a vision and mission as well as 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 dream (vision) for GreenIron in, say, ten years' time?

The most central goal in the short term is that GreenIron's first full-scale production facility ends up in Sweden, although there are of course alternatives for establishment. "It would be fantastic to come 'back' to Bergslagen, where we had our first furnace 50 years ago, and help Bergslagen become 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 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 pioneering furnace back in the 70s, get to witness when the first tonnage of fossil-free iron or steel leaves our factory. Why not, appropriately enough, in connection with the crayfish premiere in 2023? GreenIron's dream, in a longer and larger perspective, is to create long-term social 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