Blue was born in 2016 out of a love for the planet and its inhabitants.

Founder Bengt Rittri had just sold his highly successful air purification company Blueair to Unilever. Rather than retire, he decided to use the proceeds to build a socially responsible investment company to inspire and empower like-minded change-makers.

Today Blue plays a key role in enabling fair-sighted companies, with a sustainable, resourceful approach to business, make the world a better place.

“We are all game-changers who want to improve the health and wellbeing of our global community by helping others develop and do stuff that is good for the planet and humanity,” says Bengt.

Since his early days, growing up alongside the blue-grey sea and sandy beaches of southern Sweden, beach-combing for amber, Bengt has been driven by a love for the bounties of nature. And a deep-rooted belief that everyone on our living planet has the basic right to clean air and water.

As a teen, Bengt worked summers at a popular health resort on the edge of a pine forest in central Sweden. He fell in love with the healthy lifestyle of clean, fresh air, tending the organic vegetable garden, and preparing vegetarian meals. It was wildly exciting and shaped the rest of his life, now geared to help like-minded entrepreneurs who care deeply about the future and are doing something about it in their own special way as members of a unique ecosphere.