The Fairtrade coffee roaster produces nearly 11 million cups of coffee every day across its Löfbergs and Peter Larsen Kaffe brands
Prominent Swedish coffee group Löfbergs has appointed its first-ever female CEO as it prepares to embark upon its next phase of growth in Northern Europe.
Former Flora Food Group Global Vice President Anneli Ellsäter will assume the CEO role on 1 October 2026, succeeding Anders Fredriksson who announced his resignation in March 2026.
Fredriksson, CEO since August 2021, is joining Stockholm-based FMCG wholesaler Humble Group at the end of September 2026.
Karlstad-based Löfbergs is one of the largest coffee roasters in the Nordics and a leading purchaser of organic and Fairtrade-labelled coffee. It currently exports to 20 markets, primarily across Northern Europe, and generated SEK 3.4bn ($373.5m) in annual revenues in 2025 – an 80% year-on-year increase.
Ellsäter joins the business after nearly six years with Dutch dairy giant Flora Food Group, parent company of the Flora, Blue Band and I Can’t Believe It’s Not Butter! brands.
She previously held senior management positions at Norwegian waste tech firm TOMRA and Swedish telecoms business Telia, having started her career with CPG giant Procter & Gamble – where she spent 14 years.
“Anneli brings the international experience, commercial expertise and ability to lead change needed to take the next step in our development. Her experience and leadership are a very 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, Löfbergs.
Löfberg, Chair since 2015, is a fourth-generation member of the Löfbergs family and great-granddaughter of Anders Löfberg, who founded the coffee roaster in 1906.
“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,” Kathrine Löfberg added.
With roasteries in Sweden, Denmark and Latvia, Löfbergs produces nearly 11 million cups of coffee per day across its Löfbergs and Peter Larsen Kaffe brands. It also owns the Swedish tea brand Kobbs.
In June 2026, Löfbergs announced a new multi-million-SEK investment in a new packaging line at its roastery in Välsviken – one of its two roasteries in Karlstad. The investment will boost distribution capabilities across its eponymous wholebean coffee range as it seeks to concentrate production on its best-selling category.
