Henrik Biilmann Appointed to Lead Peter Larsen Kaffe into New Era of Growth
June 05 - 2025
Coffee Geography Magazine
The aromatic legacy of Danish coffee craftsmanship enters a dynamic new chapter as Henrik Biilmann (55) steps into the role of Managing Director at Peter Larsen Kaffe, effective 1 July 2025. A subsidiary of Sweden’s renowned Löfbergs Group, Peter Larsen Kaffe has stood as a pillar of Denmark’s coffee culture for decades. Biilmann succeeds Claus Bertelsen, whose tenure cemented the brand’s commitment to sustainability and innovation.
Biilmann arrives with a wealth of expertise honed across Scandinavia’s competitive food and beverage landscape. His distinguished career includes CEO and senior leadership roles at industry giants like Delika Food Group, Friland, and Arla Foods. Known for his commercial acumen, Biilmann brings a proven track record in strategic brand development, sales expansion, and navigating complex market dynamics—a skillset perfectly aligned with Peter Larsen Kaffe’s ambitions.
Andres Fredriksson, CEO for Löfbergs
"Henrik’s appointment marks a pivotal moment for Peter Larsen Kaffe," declared Anders Fredriksson, CEO of Löfbergs Group. "His profound understanding of the Danish market, coupled with a relentless commercial focus and extensive leadership experience, makes him the ideal visionary to elevate the brand. We’re confident he will fortify Peter Larsen’s position as Denmark’s leading sustainable coffee choice while driving purposeful growth."
Acquired by Löfbergs in 2002, Peter Larsen Kaffe is woven into the fabric of Denmark’s daily rituals, cherished for its rich heritage and unwavering quality. Under Claus Bertelsen’s stewardship, the Viborg-based roastery made significant strides—pioneering sustainable sourcing practices, fostering product innovation, and sharpening its brand identity. Biilmann inherits this robust foundation, tasked with propelling the company forward in an evolving market.
Expressing his enthusiasm, Biilmann stated: "Assuming leadership of Peter Larsen Kaffe is a profound honor. This is a brand steeped in tradition and respected for its authenticity. I am eager to collaborate with the talented team in Viborg to deepen our connection with Danish consumers, explore new avenues for growth, and enhance value for our partners—all while championing the sustainable ethos that defines both Peter Larsen and the Löfbergs Group."
Peter Larsen Kaffe operates within one of the Nordic region’s most significant coffee families. Founded in Karlstad, Sweden, in 1906, Löfbergs Group remains a thriving family-owned enterprise. Beyond Peter Larsen Kaffe, its portfolio includes iconic brands like Löfbergs and Kobbs. The group’s impact is global: it roasts a staggering 12 million cups of coffee daily and stands as one of the world’s foremost buyers of organic and Fairtrade-certified beans.
With subsidiaries spanning Sweden, Norway, Denmark, Finland, the Baltic States (Estonia, Latvia, Lithuania), and the United Kingdom, Löfbergs has transformed from a local roastery into an international force. Remarkably, half of all Löfbergs coffee is now enjoyed outside Sweden, a testament to its global appeal since exports began in 1993.
Employing approximately 60 dedicated professionals at its Viborg roastery, Peter Larsen Kaffe now looks ahead under Biilmann’s guidance. His mission is clear: blend the brand’s cherished Danish heritage with innovative strategies to ensure its next era is as rich and invigorating as the coffee it crafts.