From Promise to Purpose

Morten's Journey into Nuterials

Some stories don’t begin with a business plan - they begin with shared energy.

When Morten Lund Petersen first met Maren and Carla from Nuterials in November 2024, the conversation immediately stood out. It wasn’t just about materials or markets; it was about meaning.

“There was something there,” Morten recalls. “A spark that made me want to stay in touch.”

Over the following months, informal conversations grew into collaboration. In April 2025, Morten joined Nuterials as a Strategic Advisor and Commercial Lead, exploring the potential for a deeper partnership. By September 1st, both sides knew it was right, and Morten officially became Co-Founder.

But this decision was decades in the making.

“I first read about climate change in the mid-eighties,” Morten says. “Back then, most people didn’t care, or didn’t believe it. I promised myself that if I ever grew up and saw that nothing had changed, I wouldn’t take a normal job. I would fight for the environment.”

That early conviction found new life years later at Auping, where then-CEO Aart J. Roos reignited his passion for sustainability.

Since then, Morten has led circular business transformation at Auping, Fritz Hansen, and served on the board of TAKT, helping design companies align purpose with profitability.

“People sometimes think I’m a treehugger — and I am,” Morten smiles. “But I also understand the business dynamics behind a successful transition to the circular economy.”

Now, at Nuterials, that dual mindset finds its natural home. Together with Maren and Carla, Morten is helping build materials that are biodegradable, compostable, toxin-free, and designed for the circular economy — both the technical and organic loops.

“My salary is the lowest I’ve ever had,” he laughs. “The uncertainties are huge. But I’m happy, because I’m finally doing what I promised myself as a kid.”

At Nuterials, that’s what purpose looks like in action.