Psyche Organic: Revolutionizing Olive Oil with Community and Sustainability

Date: March 17, 2023
Source: Office Magazine
Author: Olivia Roper-Caldbeck
Photography: Clement Mogensen

Introduction to Psyche Organic and Founder Theophilos

Theophilos (“Theo”) embodies a free-spirited, community-driven ethos, having evolved from a New York City-based independent art publisher to a sustainable olive oil entrepreneur based in Copenhagen. Known for fostering creative communities through art books, music events, and cultural activations, Theo’s latest venture merges his passion for community-building with organic farming and wellness.

From New York Publisher to Sustainable Olive Oil Producer in Greece and Copenhagen

Theo’s journey started with his deep interest in sustainable farming inspired by Japanese farmer Masanobu Fukuoka. After purchasing a one-way ticket to Greece, Theo apprenticed with a respected organic olive grower whose trees are centuries old. The harvesting takes place each November, using traditional, chemical-free methods to produce cold-pressed organic olive oil.

Theo spends several weeks every year on-site during harvest season, working closely with farmers and overseeing production to maintain quality and integrity. His hands-on approach ensures Psyche Organic’s strong link between cultivation and end product.

Building an Inclusive, Transparent Community Through Olive Oil

Psyche Organic aims to innovate by being an inclusive brand in the relatively small Copenhagen market. It embraces diversity across race, gender, and culture while focusing on health, wellness, and supply chain transparency—key differentiators in an industry often shrouded in opacity.

By educating consumers on olive oil authenticity and quality, Psyche Organic challenges widespread market corruption and misinformation.

The Multifaceted Brand: Olive Oil Store, Cafe, and Events

• Physical presence: Psyche Organic operates a flagship showroom/office in Copenhagen, actively hosting events to engage and grow their community.
• Pop-up cafe: A temporary residency at the former Michelin-starred Relæ restaurant enabled enhanced community activation and direct consumer engagement.
• Future activations: While the physical cafe is not permanent, Psyche Organic plans to continue community-building through popup events and collaborations.

Expansion Plans and Unique Market Positioning

• Cities: Psyche Organic already has footholds in New York (Scarr’s Pizza) and Los Angeles (Homesick Studios), with plans to expand further into Scandinavia, Asia, and northern Europe.
• Packaging innovation: The brand uses an eco-friendly bag unique to the olive oil industry, emphasizing sustainability.
• Aesthetic and cultural influence: Drawing from Theo’s background in art, photography, and design, Psyche Organic markets its olive oil with a fresh, fashion-inspired sensibility, setting it apart in a traditional market.

Vision: Redefining an Industry and Personal Future

Theo’s long-term vision includes:

• Creating a transparent, ethical supply chain to disrupt the notoriously corrupt olive oil industry.
• Scaling Psyche Organic sustainably, while delivering high-quality, authentic, health-promoting products.
• Financially supporting communities connected to the brand.
• Eventually stepping back to build a personal farm and off-grid art residency, combining food cultivation with creative living.

Challenges: Letting Go of Past Identity to Embrace Change

Theo candidly shares the emotional difficulty of transitioning from a well-established New York cultural identity tied to his previous publishing work and community to a new, smaller-scale but deeply meaningful role in Copenhagen’s food and wellness space. This “ego death” was essential to embrace new opportunities and growth.

Conclusion

Psyche Organic represents a groundbreaking fusion of sustainability, community, and culture within the olive oil market. Anchored by Theo’s multifaceted background and hands-on approach, it champions transparency, inclusivity, and creative innovation. This evolving venture not only redefines how olive oil is produced and marketed but also exemplifies the power of intentional entrepreneurship rooted in ecological and social consciousness.

For more stories on sustainable innovations and organic product pioneers, stay tuned to our blog.

Design Delight Studio curates high-impact, authoritative insights into sustainable and organic product trends, helping conscious consumers and innovative brands stay ahead in a fast-evolving green economy.