Swedish Coffee Giant Löfbergs Strengthens Polish Ambitions with Key Strategic Hire
September 11 - 2025
Coffee Geography Magazine
In a strategic move to accelerate its growth in a key European market, the Swedish coffee roaster Löfbergs has announced the appointment of Tomasz Gruszczynski as its new Business Development Strategist for Poland. This hiring underscores the company's significant commitment to the Polish market, which it identifies as holding immense potential for its premium coffee products.
Gruszczynski brings a wealth of relevant experience to the role, having held prominent positions within the retail and beverage sectors. His extensive background includes managing the highly successful Costa Express business in Poland for Coca-Cola, alongside tenures at major consumer goods companies like Tchibo and within the dynamic energy drinks industry. This deep understanding of the Polish retail landscape and consumer habits will be instrumental as Löfbergs prepares for a major product launch in the region.
Tomasz-Gruszczynski
"We see Poland as a market offering truly exciting opportunities," said Anders Fredriksson, CEO of Löfbergs. "With his proven track record and expertise, Tomasz is the ideal person to lead our efforts. Having him on board positions us perfectly to take the next decisive step in our growth journey and establish Löfbergs as a leading coffee choice for Polish consumers."
A central focus of Gruszczynski's strategy will be the upcoming introduction of Löfbergs' popular ICE coffee range to the Polish market. His experience in navigating the complexities of the Polish retail environment will be crucial for this launch and for building strong, lasting partnerships nationwide.
Reflecting on his new position, Tomasz Gruszczynski highlighted the alignment between Löfbergs' values and the expectations of modern consumers. "Löfbergs stands for two powerful things: exceptional coffee and strong, authentic values," Gruszczynski stated. "As a Swedish family-owned company with a deep, generations-long commitment to sustainability, we are confident that Polish consumers will not only love the quality of our coffee but also appreciate our responsible approach to business."
Founded in 1906, Löfbergs is one of the largest family-owned coffee roasters in the Nordic region. The company began its international expansion in 1993, and today, approximately half of its total sales are generated outside of its home market in Sweden. The Löfbergs Group, which includes the brands Löfbergs, Peter Larsen Kaffe, and Kobbs, has established a strong presence across Northern Europe with subsidiaries in Sweden, Norway, Denmark, Finland, the Baltics, and the United Kingdom. The appointment of a dedicated strategist for Poland marks a significant new chapter in this ongoing story of international growth.