Anneli Ellsäter has been appointed the new Group CEO of Löfbergs, a Swedish-based coffee company with operations across Northern Europe, effective 1 October. She will be the first woman to serve as CEO of Löfbergs.

Ellsäter succeeds Anders Fredriksson, who is moving on to a new role within Humble Group.

Ellsäter has more than 20 years of experience in senior positions within international consumer and brand-focused companies. Most recently, she served as global vice president at Flora Food Group and has previously held senior positions at companies including TOMRA, Telia and Procter & Gamble. Ellsäter holds an MBA in Business & Economics from Stockholm School of Economics.

“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. At the same time, she is 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,” said Kathrine Löfberg, chair of the board of Löfbergs.

For Ellsäter, it was above all the combination of long-term thinking, entrepreneurial spirit and clear values that made Löfbergs an attractive opportunity.

“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,” said Ellsäter.

She also sees family ownership as an important strength. “As a family-owned company, Löfbergs can make decisions with a long-term perspective. This creates opportunities to build a strong business across generations, while taking responsibility for people, relationships and sustainable development. That combination is very appealing to me.”

Kathrine Löfberg added that “the most important thing is that we have recruited the person we believe is best suited to lead Löfbergs forward. The fact that both I and the company’s new CEO are women is something I see as a strong signal. It is the result of our focus on competence, experience and leadership, and it reflects the values that have guided Löfbergs for generations.”

Löfbergs is a family-owned coffee roastery founded in Karlstad, Sweden, in 1906. Today, the company operates across several markets in Northern Europe and produces more than ten million cups of coffee every day. Around half of its production is exported.