Wow! Milk with no cow!

Sweden (Malmö)

Oatly is milk from oats grown in Sweden. But it’s not just a tasty and healthy alternative to cow’s milk, it’s a fun loving for profit business that’s helping farmers in Sweden to transition away from planet-trashing dairy farming to a more sustainable crop for themselves and for the environment.

Milk from oats creates 80% less  carbon dioxide than milk from cows. Why grow oats to feed to cows when you can just cut out the middleman – or middlecow! – and make the milk out of the oats in the first place? 

Oatly aren’t allowed to call this milk though due to legal action from the milk industry in Sweden, who are obviously feeling a little worried about these cow-less imposters. But it is milk. And it is good. And it is the future.

Watch multi-talented ‘reluctant’ CEO Toni Petersson sing a song he wrote entirely by himself to explain exactly what Oatly is all about.

Map: This Oatfinder map guides you to all the cafes that serve Oatly products.

Oatly was mapped by Louise Ash in her AtlasChart: 5 projects with Meaning

Written by

Louise Ash, Event DIrector, The Meaning People (30 October 2017)


Accidental ethical business geek Louise Ash is the organiser of Meaning conference – a way of sharing stories about what happens when business is brave enough to think differently.

Project leader

Toni Petersson, CEO

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