Psyche Organic: Revolutionizing Olive Oil with Community and Sustainability

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

Introduction to Psyche Organic and Founder Theophilos

Theophilos, known for his calm energy and creative community-driven projects in New York, has transitioned from independent art publishing to launching an innovative olive oil company in Copenhagen. His mission: to build community while advancing sustainable, organic olive oil production.

The Psyche Organic Olive Oil Production Process

• Source: Organic olives cultivated in Greece on resilient trees aged between 50 and 100 years, some even up to 1,000 years.
• Sustainability: Farming is strictly chemical-free with careful pest management.
• Harvest: Olives are hand-harvested in November using long rakes and collected onto tarps.
• Processing: Olives are transported to the mill, washed, pitted, and cold-pressed to extract olive oil.
• Founder’s Involvement: Theophilos participates in the harvest season annually, ensuring quality and integrity by working directly with farmers.

From NYC Art Publisher to Copenhagen Olive Oil Entrepreneur

• In 2020, during the pandemic, Theophilos shifted focus from publishing to farming following an apprenticeship with a Greek olive farmer influenced by Japanese farming philosophy.
• Inspired by the farmer’s ideology, he brought the olive oil to Denmark, partnering to launch Psyche Organic.
• Psyche Organic represents a personal and professional evolution centered on health, community, and sustainability.

Building Community in Copenhagen and Beyond

• Psyche Organic champions inclusivity, targeting a diverse clientele regardless of race, gender, or background.
• The brand emphasizes transparency in supply chains as a core value.
• Psyche Organic temporarily operated a café residency near its flagship store, collaborating with notable Danish food curators, which helped cultivate local community engagement.
• Although lacking a permanent café space, the flagship showroom remains a vibrant hub for events and brand activations.
• Expansion includes partnerships with NYC’s Scarr’s Pizza and LA’s Homesick Studios, with future plans targeting Scandinavia, Asia, and Northern Europe.

What Sets Psyche Organic Apart?

• Unique Packaging: The company uses an eco-friendly bag packaging innovation unprecedented in the olive oil industry.
• Creative Branding: Drawing on Theophilos’s background in art, design, and publishing, Psyche Organic approaches olive oil marketing through a fashion-forward, hype-culture lens.
• Transparent Ethos: The company combats corruption prevalent in the olive oil industry by promoting supply chain transparency and product authenticity.

Future Vision and Personal Goals

• Psyche Organic aims to serve as a blueprint for ethical practices in the historically corrupt olive oil market.
• Inspired by Patagonia founder Yvon Chouinard’s principles, the brand seeks to marry quality, health, and community impact.
• Theophilos’s long-term plan includes retiring from daily operations in 10-15 years to establish an off-grid farm and art residency combining food cultivation and creative expression.

Challenges Overcome

• Transitioning identity from NYC’s Paradigm publishing scene to the olive oil industry required “ego death” and embracing new realities.
• Letting go of long-held personal and professional attachments, Theophilos navigated cultural and lifestyle shifts moving from New York City’s vibrant arts scene to Copenhagen’s emerging sustainable food market.

Conclusion

Psyche Organic’s journey illustrates a seamless blend of art, sustainability, and entrepreneurship reshaping the olive oil industry. Theophilos’s visionary leadership fosters a transparent supply chain and vibrant community, making Psyche Organic a distinctive force in organic, high-quality olive oil production and experiential branding.

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