Good writing. But it misses the bigger picture. Toni Petersson is a brilliant CEO and this is exactly what Oatly want it's followers to believe. There is nothing sustainable about Oatly (It's a mono-crop mixed with industrial oils – wake up). And they've never had a soul to sell, except for maybe the first couple years when it wasn't a business but a novel invention. They are a company capitalising on a certain type of people's good nature, that's it. Let people drink all the oat-milk they want, but don't pretend Oatly is anything other than the new Coca Cola.