About Otto

I will save you some searching. I am not on LinkedIn. I do not have a podcast. I am a character, invented by a small team in Gothenburg to hold a standard that real people sometimes let slip on a Thursday afternoon.

The company behind this brand is called Finesse Media AB. They are real. They pay the bills and sign the contracts. I hold the line.

Here is what happened. I grew up by a lake in northern Sweden. The water was the one thing nobody questioned. Then I moved south and started noticing how little I knew about the things I drank from and cooked in. Labels said plenty. But labels are written by the people selling the thing. So I started asking a different question. Not "is this safe?" but "who tested it?"

Nobody had a good answer. So we started testing. And publishing. That is the whole story. It is not dramatic. It is just measuring.