Swedish oat milk producer Oatly makes its US stock market debut Initial public offering On Wednesday, we will mark the milestones and tests of Toni Petersson, a marketing witch who has made one of the world’s most famous brands within 10 years.

Since joining the 18-year-old company in 2012, entrepreneurs have transformed relatively ambiguous businesses into something closer to a young and fashionable lifestyle statement.

He did so by partially placing himself as the evangelist’s chief for its public face and environmental interests. Oat milkBoasts far less emissions than dairy products. The outlook is that Oatly is more than just a beverage, it’s a “brand phenomenon that speaks of new consumer priorities for sustainability, trust and health,” and “thinks about getting people into our mission. , Content that stimulates conversation.

The company Valuation of $ 10 billionThe price tag is five times that of last year’s Blackstone investment, suggesting that many public investors are already aware of the potential.

Peterson previously ran a popular restaurant in Malmö, Sweden, and worked with his brother to call for the legacy of a Japanese mother. They also ran what was one of the city’s trendiest nightclubs at the time, starting the business from beer distribution to handmade tableware.

He said he didn’t intend to be the CEO of a restaurant until he lived in Costa Rica with his family in the early 2000s when he saw the effects of climate change, such as floods and high temperatures.