Terravera should be internationally recognized

Norway’s first self-made female billionaire, Hilde Midthjell, is a co-founder of Terravera.
We spoke with her about her journey and her thoughts on the foundation. She hopes the platform becomes so well-developed and recognized that it will be used internationally.

From Studies to the Boardroom

“I started my first company while I was still studying medicine, focusing on high-quality products and equipment for skincare salons/spas and pharmacies. The company, Dermanor/Dermagruppen, eventually became a leading player in Scandinavia. After that, I purchased Dale of Norway, which was close to bankruptcy at the time, and transformed and renewed the company from running a deficit to making solid profits. Once I sold my stake, I worked on various types of investments and charitable projects, including some board roles,” Midthjell explains.

Leadership and the Green Transition

“My leadership method involves analyzing every link in the business chain, identifying areas for improvement, raising employee awareness, and prioritizing tasks. The same approach is necessary for the green transition. You have to evaluate raw materials and packaging, check and set requirements for suppliers, and review your own working methods and routines—things like energy consumption and waste management. You only get the best results—whether economic or climate-related—by taking a holistic approach,” she says.

Green Intentions

“I think it’s a step in the right direction that promoting ‘green intentions’ has become popular. At the same time, we have to avoid greenwashing by raising awareness about what is actually insufficient or incorrect, so that improvement can follow. Even back in my Dermanor days, I worked on raising awareness in the industry and among the media that natural/organic products could also have extremely climate-damaging packaging—and the opposite could be true as well—since few people understood the different labeling schemes,” Hilde explains.

“What concerns me the most about greenwashing is when politicians initiate costly measures or change regulations without really knowing if the overall effect is actually climate-friendly. The fact that Terravera is developing technological methods to map out the facts is important not only for companies, but from a broader social perspective as well,” she says.

“Technology will, of course, play a crucial role—both in mapping climate impacts, which Terravera is working on, and especially when it comes to developing new methods for green energy, carbon capture, and so on. At the same time, technology will become increasingly important in our private lives and businesses, as we already see with, for example, greener transportation and web-based meetings that replace travel,” she notes.

Can a Company Be Both Profitable and Sustainable?

“Of course. It can also be more profitable. Not least because, over time, consumers and the market will demand it,” Midthjell states firmly.

“As for precisely how sustainability should be measured and where the line should be drawn, I’ll leave that to others who have far more expertise in the field than I do. Among others, Terravera is supported by many skilled individuals who can certainly provide helpful input when standards and guidelines are set,” she says.

“Since I have contributed as a co-founder at Terravera, it goes without saying that I have great faith in the importance of their work and expertise. Because the goal is to create a broad-based platform, including many different industries is crucial,” she adds.

Mapping Is Important

“I can see how climate-impact efforts can quickly be tied to companies or industries that have the means to finance mapping within their respective fields. It’s important to also gather data in areas with the greatest potential impact both in Norway and internationally—areas that may require additional independent financial support,” she says.

“My hope is that Terravera becomes so well-developed and recognized that it’s used internationally as a platform for optimal green measures—not just within business but also by politicians who need a stronger factual basis when making decisions,” Midthjell concludes.