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Internal Market, Industry, Entrepreneurship and SMEs
News blog7 February 2023Directorate-General for Internal Market, Industry, Entrepreneurship and SMEs

'Stay true to your values and create a legacy that nobody can forget'

An interview with 33 Under 33 entrepreneur Miha Hrovat

Secrets of Success Miha Hrovat 33 under 33

On the Promoting Enterprise portal we are talking to the entrepreneurs on the 33 Under 33 list. This Secrets of Success initiative aims to shine the spotlight on a selection of successful young entrepreneurs, documenting their stories in an effort to inspire others to consider entrepreneurship as a career path. Today it is the turn of young Slovenian entrepreneur Miha Hrovat.

Miha is from Slovenia and has a degree in Philosophy and Russian. His hero is Michael Jackson and his entrepreneurial spirit comes from his family – both he and his brother are third generation entrepreneurs in the family. His company Treecelet is on a mission to maximise positive impact in the world by planting trees and supporting other charitable organisations

Tell us about your business

We are on a mission to maximize positive impact on the world. We do that by planting trees and supporting other charitable organizations. To do that, we sell bracelets and cooperate with other companies that join our project. Three words describe our work: sustainable, fair, positive.

Where did you get the idea from?

We got the idea when we start planting trees in our family plot.

How old were you when you first decided you would start your own business?

I have been an entrepreneur since high school, although I didn't really realise it. The idea that I wanted to create something of my own became really strong in my early 20s.

How did you get it off the ground?

With the help of my brother Jaka and friend Domen. Jaka provided some funding and experience, Domen knew social media really well, and I brought the idea to life. When we launched the project in Slovenia, everything took off.

Who did you turn to for help?

We are now a well-balanced team, but in the beginnings, my brother's and father's experience was priceless. Fortunately, we have met a lot of amazing people on the road that are willing to help us.

Describe some of the obstacles you faced as a young person starting out in this business.

We had some hard lessons about how fast you have to adapt in today's business world. The situation is changing month-by-month so you have to be a step ahead.

Secrets of Success Miha Hrovat 33 under 33 trump card


How do you define success?

We measure our success by the impact we create on the world. We have planted almost 700,000 trees so far, which is incredible.

What was the most challenging aspect of setting up your business?

To figure out what works and what doesn't work regarding sales.

What has been the most rewarding part of your journey so far?

Being able to travel and see the faces of people that we have impacted with our work in a positive way.

What are the future goals of your business, and how will you go about achieving them?

Our goal is to become the most recognised tree-planting brand in the EU. We will do that by launcing our project in new countries.

What advice would you give to other aspiring entrepreneurs out there?

Entrepreneurs are the superheroes of today's world. You have the power to turn your profits into good for people, nature, and animals. Stay true to your values and create a legacy that nobody can forget.

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