The company based in Karlstad has appointed Anneli Ellsäter, who previously worked at Flora Food Group, as its new CEO, succeeding Anders Fredriksson. Ellsäter will officially step into her role on 1 October, while Fredriksson transitions to the local fast-moving consumer goods (FMCG) entity Humble.
Joining Löfbergs after five years at Flora Food Group, Ellsäter held the position of global vice-president for the last two years, following her initial role as managing director for the Nordic and Baltic regions. Her new leadership role represents a significant milestone for Löfbergs, marking the first instance of a female CEO in the company’s 120-year existence.
Earlier in her career, she spent nearly 14 years with Procter & Gamble, a leading consumer goods firm, before taking roles at telecommunications company Telia and recycling technology organization Tomra. Fredriksson is departing Löfbergs after a five-year tenure at the coffee producer, where he also previously led Norrmejerier, a Swedish dairy firm. He has had an eight-year stint on the board of the Swedish Food Federation.
Kathrine Löfberg, chair of the board at Löfbergs, expressed enthusiasm about Ellsäter’s arrival, stating, “We are very pleased to welcome Anneli to Löfbergs. She brings the international experience, commercial expertise and ability to lead changes needed to take the next step in our development.” She further described Ellsäter as “a warm and engaging leader who builds strong teams and helps people grow. Her experience and leadership are a good fit for Löfbergs, and we are confident that she will make a strong contribution to our continued development.”
Established in 1906, Löfbergs expanded its operations internationally in 1993, with approximately half of its sales now coming from markets outside Sweden. The company is present in the UK, Denmark, Norway, Finland, and the Baltic nations, including Estonia, Latvia, and Lithuania, and is also making investments in Poland.
Ellsäter shared her excitement, stating, “Löfbergs is a company that many people know and have a connection with. At the same time, it is so much more than a coffee brand. There is a strong company culture, a clear commitment to sustainability, and a long-term perspective that I find very inspiring. I look forward to getting to know the business even better and, together with our employees, customers and other partners, continuing to develop the company.”
