Hans Hassle took the initiative to the PLANTAGON® project and is the brain and architect of strategy and organization for PLANTAGON®. Since January 2008 he holds the position as CEO. Hans Hassle has dedicated his whole work life to learn about, experiment with and manage commercial organisations trying to find out how to use them better for the common good. He is a pioneer in Corporate Citizenship and Corporate Social Responsibility (CSR) since 1986 and specialized since 1994 in analysis of values and daily practice connected to brand strategy. Hassle was appointed by the Swedish Government to the Ethical Committee of Karolinska Medical Institute in Stockholm. He has 25 years experience from the business sector. He was during 15 years CEO of the Swedish communication agency "Vision and Reality Communication AB" in Stockholm. Hassle was awarded European CEO of the Year 2012, Sweden, by the British business magazine European CEO, recognized as “A world leader in the field of corporate social responsibility”, and ”…the founder and CEO of Plantagon has become a shining beacon of inspiration for ethical business people”.