Mads Pedersen chose to leave his position as President of Aurora Europe to focus on his own business ventures. “I own different companies, and I simply couldn’t find the time to manage them all, plus Aurora, and also have time to stay with my family,” he explains.
Mads Pedersen’s history in horticulture is rooted in a family tradition that was started by his father with the company Alfred Pedersen & Søn. “The vegetable company was founded by my father, which I took over in early 2000. When the company started, it had 800,000 sq. ft., and now it counts more than 3,600,000 sq. ft.” he explained.
Although Mads is leaving Aurora Europe, his activity in the cannabis industry is far from over. “I have one company that is cannabis focused,” he says. “It is a genetics company focused on making medical cannabis varieties. This at least in the beginning, but we will be ready once a recreational market is a thing here in Europe as well.”
Because of the regulations in effect in Europe, it is not possible to supply growers with clones and cuttings. That’s why Mads will be making seeds. “Due to regulations, we will only sell seeds in the first year,” he says. “But starting from 2022, we will be able to market clones directly – which is going to be very unique here in Europe.”
The need for stable genetics is extremely relevant for an industry that has product consistency at the top of its priorities. “There is a need for legal genetics,” Mads points out. “There are a lot of genetics that are not stable and thus compromise the consistency of the end products. That’s why we will focus our effort on that, especially to help those growers that are not as knowledgeable about cannabis cultivation. This will be a big help for all the facilities that will just start up, making the growing easier. Stable genetics capable of producing more potent and consistent crops will greatly help growers in their daily lives,” he concludes.