Löfbergs appoints Anneli Ellsäter as first female CEO
The Swedish coffee group turns to a seasoned international FMCG executive to drive its next phase of growth, sustainability and global expansion.
SWEDEN – Swedish coffee company Löfbergs has appointed Anneli Ellsäter as its new CEO, making her the first woman to lead the 120-year-old family-owned business.
Ellsäter will take up the position on 1 October, succeeding Anders Fredriksson, who is leaving Löfbergs to become CEO of Swedish FMCG group Humble.
The appointment comes as Löfbergs continues to expand beyond its traditional Swedish coffee base, with international markets accounting for around half of the company’s sales.
The group operates across Norway, Denmark, Finland, the Baltic states and the UK, while also investing in Poland.
Löfbergs board chair Kathrine Löfberg said Ellsäter brings the international experience and commercial expertise required to support the company’s next stage of development, particularly as the business continues to navigate changing consumer preferences and an increasingly competitive global coffee market.
Ellsäter joins from Flora Food Group, where she served as global vice-president. She brings more than two decades of senior leadership experience across international consumer and brand-focused companies.
“Löfbergs is a company that many people know and have a connection to. At the same time, it is so much more than a coffee brand,” Ellsäter said. She highlighted the company’s culture, sustainability commitments and long-term approach as key attractions of the role.
The leadership change comes at a significant time for the coffee industry, which is facing pressure from elevated green coffee prices, supply-chain challenges and changing consumption patterns.
Coffee companies across Europe are increasingly investing in premium products, sustainability initiatives and diversified sourcing strategies to protect margins and strengthen consumer loyalty.
Löfbergs has itself built its strategy around sustainability and international growth while retaining its Swedish heritage.
Founded in Karlstad in 1906, the company now owns brands including Kobbs and Peter Larsen Kaffe and roasts the equivalent of more than 10 million cups of coffee every day.
The company began exporting in 1993 and has progressively expanded its international footprint, positioning overseas markets as an important contributor to growth.
In 2024, Löfbergs reported turnover of SKr2.77 billion (US$294.3 million) and an operating result of SKr104 million, with a workforce of 316 employees.
Ellsäter’s appointment is expected to bring a new commercial perspective to the business while maintaining its focus on sustainability and long-term development.
Her international FMCG background could also support Löfbergs as it seeks to deepen its presence across European markets and build its brands beyond Sweden.
Sign up HERE to receive our email newsletters with the latest news and insights from Africa and around the world, and follow us on our WhatsApp channel for updates.
