Psyche Organic: Revolutionizing Olive Oil with Sustainability and Community

Date: March 17, 2023
Source: Office Magazine (Interview by Olivia Roper-Caldbeck, Photos by Clement Mogensen)

From New York Arts to Copenhagen Olive Oil

Theophilos, founder of Psyche Organic, transitioned from independently publishing art books and organizing cultural events in New York City to launching an innovative olive oil company based in Copenhagen. Driven by a passion for sustainable farming and community-building, Theo’s journey began in early 2020, inspired by Japanese farmer Masanobu Fukuoka’s principles. After apprenticing in Greece, where he immersed himself deeply in organic olive cultivation and cold pressing, he launched Psyche Organic to bring transparency and high-quality organic olive oil to new markets.

Sustainable and Organic Farming Practices

• Olive Cultivation: Psyche Organic works with Greek farmers tending olive trees aged between 50 to 1,000 years. The resilient trees thrive with minimal water without chemical interventions.
• Harvesting Process: Olives are hand-raked onto tarps in November, then cleaned, pitted, and cold-pressed in nearby mills, ensuring freshness and purity.
• Founder’s Involvement: Theo participates annually in the harvest season to maintain quality and collaborate closely with farmers.

Building Inclusive Communities Through Olive Oil

• Copenhagen Hub: Psyche Organic’s flagship store doubles as an olive oil showroom and community space, fostering education about olive oil transparency and health benefits.
• Temporary Café Initiative: Collaborating with local culinary curators, Psyche hosted a temporary café at the former Relæ Michelin-starred location, using food activations to deepen community engagement.
• Events and Expansion: Beyond physical spaces, community growth continues via events and partnerships in New York and Los Angeles, with future plans to expand across Scandinavia, Asia, and Northern Europe.

Innovation in Packaging and Branding

• Psyche Organic distinguishes itself with an eco-friendly packaging bag unique within the olive oil industry, emphasizing sustainability.
• The brand’s aesthetic and marketing approach borrows from fashion and creative industries, positioning olive oil as not just a food item but a lifestyle product.
• Theo leverages his background in design and art to innovate and scale the brand with authenticity and style.

Vision and Future Goals

• Transparency in a Corrupt Segment: Psyche aims to challenge the olive oil industry’s reputation for fraud by offering genuine, high-quality products with full supply chain transparency.
• Inspired by Patagonia: Guided by the ethical business philosophies of Yvon Chouinard, Theo plans to build a business that balances profit, community impact, and sustainability.
• Long-term Ambitions: Over the next decade, Theo envisions retiring from day-to-day operations to establish an off-grid farm and art residency, integrating his passion for food, farming, and creativity.

Overcoming Challenges

The biggest personal challenge for Theo was an “ego death,” letting go of his deeply rooted identity tied to New York’s art and cultural scenes. Moving to Copenhagen and shifting from publishing to farming required embracing change and redefining success beyond previous social validations.

Key Takeaways

• Psyche Organic is redefining organic olive oil by merging sustainable farming, community engagement, and innovative branding.
• The company’s transparency and educational efforts address long-standing corruption in the olive oil industry.
• Leveraging founder Theophilos’s artistic background brings a fresh cultural edge to an often overlooked food product.
• The brand’s expansion into international markets and creative activations illustrates a scalable model for ethical food entrepreneurship.

For those interested in organic, sustainable foods with a community-driven approach, Psyche Organic sets a compelling example of innovation and integrity in today’s market.

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.