Tomorrow, sustainability strategist Michel Bracké takes the stage at Nordic Organic Expo – bringing with him a rare blend of tech-industry sharpness, plant-powered conviction and a mission to help climate-smart businesses scale fast. With four decades as a vegetarian and a career pivot that surprised even him, Bracké is ready to energize the event with stories, lessons and a future-focused vision.
Michel Bracké didn’t just switch careers – he hit the reboot button on his entire mission. After years spent scaling mobile-tech companies, he dove headfirst into the green transition – powered by a conviction that the food system sits at the heart of the climate puzzle.
– My career represents a conscious pivot to help with the green transformation, he says.
These days, he works right where passion and profit shake hands – backing bold founders who are out to change the world and make solid business sense while doing it.
– What inspires me most is being in an industry full of visionary entrepreneurs building companies to create a better, healthier and fairer future, Michel explains.
When it comes to leadership, his philosophy is simple: bring everyone in and think way beyond the balance sheet. Michel doesn’t chase quick wins – he scans the entire ecosystem before making a move.
– I make decisions based on a deep analysis of how they affect the larger ecosystem – not just short-term profit.
For him, values aren’t nice-to-haves – they’re the operating system. Honesty, responsibility and a deep respect for our bond with nature guide every decision. Sustainability, in his world, isn’t something you slap on after the fact; it’s the blueprint.
– In my work, sustainability isn’t an ‘add-on,’ but the business model, Michel explains.
And don’t look for personal awards on his shelf – his victories live inside the companies he’s helped transform. Michel lights up when a business grows and sharpens its positive climate impact.
– When I can see a business and a sustainability vision being achieved, that’s when I feel most satisfied and proud.
Heading into Nordic Organic Expo, he’s bringing full-throttle enthusiasm – eager for the buzz, the breakthroughs, the handshakes and the deals that turn ideas into impact.
– It’s here we prove that the sustainable, organic model is the most commercially viable model for the future.
By Rebecca Hyde-Price Aggestam
