“The goal of the Golden Jug is to give back to the Earth”

Klara's mother Åsa Lövberg was passionate about environmental issues. Her goal in life was to be able to give something back to the earth, something that was sustainable and contributed to a better world. That was the start of the Guldkannan - an innovative watering can designed to allow people to pee directly into the can, add water and water their crops.

The idea for the Gold Pot was born when Åsa Lövberg visited a garden fair and received a tip from a man selling plants: “You know there's one thing you can do for your plants that will make them grow better, right?” At the time, few people knew about golden water and its benefits. Those who did know peed in a jar and mixed it with water, which was not very hygienic, Åsa thought. Right then and there, a seed for the Gold Jug sprouted, but the market wasn't ready yet.

After many years, knowledge about gold water increased and a demand grew for a product that was easier than mixing urine with water in glass jars. Åsa began to sketch a product that was easy to use and that you could sit on and water with immediately afterwards. And that was also sustainable. In 2009, after a year of intensive work, the Golden Jug was ready.

For Åsa, working with the Golden Jug was a turning point in her life. Having previously worked in a hectic environment with her own advertising agency, she had to change tack after a diagnosis of exhaustion. Asa's strengths were innovation and design, and working on Guldkannan became a passion project to which she devoted 20 years of work without taking a salary. The goal was to be able to give back to the earth, never to maximize profits in the company. In order to afford the giant machine that produces the Guldkannan in the factory in Eskilstuna, Åsa mortgaged her house in Sundbyberg with one million kronor.

- When my mother died two years ago, I took over the company. I also have a background in advertising and today I handle all marketing, finance, design and advertising for Guldkannan. Since the start in 2009, we have produced 30-40,000 Guldkannan and it is mainly sold in Sweden, but also in Norway, Finland, the USA, England and Germany,” says Åsas daughter Klara, who has now taken over the company.

What is the best thing about the Golden Jug?

- It is an environmental product that changes the way people think. It also creates a circular society - what you take from the earth, you give back.

The pandemic gave a boost to both Goldwater and the Golden Jug as many people chose to move to the countryside and start farming.

- You don't need to buy chemical products to make your plants grow better. Growing with golden water gives plants the nutrition they need, which is absolutely amazing. Urine contains nitrogen, phosphorus, potassium and gives up to seven times better harvests. During the work on the Gold Pot, we have collaborated with researcher Håkan Jönsson at SLU, as he has devoted his entire professional life to researching gold water.” Klara explains.

The Gold Jug is a high-quality environmental product manufactured in Sweden, which makes the process costly. Made of reusable green PP plastic, it is completely free of substances that are harmful to the environment and health. It has a long shelf life as long as you store it at normal temperature and bring it inside during the winter months.

What have been the main challenges during the work?

- What has taken the longest is educating people about what gold water is. Another challenge was to develop the Gold Pot without any capital. Mom was on the Dragon's Nest and approached several investors for help, but only received sham offers. She was brave to mortgage the house to realize her dream.

What has been the reaction from the community?

- In the beginning, my mom was told she was crazy “Are you going to do this as a single woman?” But my mom and I have always stuck to our vision and kept fighting. Today, there is generally a much more positive tone when talking about gold water.

How did you get in touch with SmartaSaker?

- I found SmartaSaker when I googled and became interested! It was great that it went so fast from the time I presented the product until it was included in your range.

Klara's top three tips for other innovators:

  Dare to go for what you are passionate about.
  See your value and believe in your product.
  Everything takes much longer than you think. Be patient!