Anneli Ellsäter Named Löfbergs' First Female CEO
August 22 - 2026
Coffee Geography Magazine
Löfbergs, the Swedish family-owned coffee roastery with over a century of history, has announced the appointment of Anneli Ellsäter as its new Group CEO, effective October 1. Ellsäter will make history as the first woman to hold the position in the company's 120-year existence, marking a significant milestone for the Karlstad-based firm.
Ellsäter brings more than two decades of senior leadership experience from international consumer and brand-focused companies to her new role. She joins Löfbergs from Flora Food Group, where she served as Global Vice President, and her extensive career has previously included high-level positions at TOMRA, Telia, and Procter & Gamble. She also holds an MBA in Business and Economics from the prestigious Stockholm School of Economics.
Kathrine Löfberg, Board Chair, expressed enthusiasm about the appointment, highlighting Ellsäter's international experience, commercial expertise, and proven ability to lead organisational change. "She is a warm and engaging leader who builds strong teams and helps people grow," Löfberg said. "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."
Kathrine Löfberg, Board Chair, Löfbergs
For Ellsäter, the decision to join Löfbergs was driven by the company's combination of long-term thinking, entrepreneurial spirit, and clearly articulated values. She noted that while many people know and have a personal connection with Löfbergs as a coffee brand, the organisation represents something far deeper. "There is a strong company culture, a clear commitment to sustainability, and a long-term perspective that I find very inspiring," she explained. "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."
The incoming CEO also identified family ownership as a crucial strength of the business. With a long-term perspective guiding decision-making, she believes Löfbergs has unique opportunities to build a robust enterprise across generations while maintaining responsibility for people, relationships, and sustainable development. "That combination is very appealing to me," she stated.
Löfbergs, which was founded in 1906 in Karlstad, has grown to become a significant player in the Northern European coffee market. Today, the company produces more than ten million cups of coffee daily, with approximately half of its production destined for export across several markets in the region.
Regarding the historic nature of Ellsäter's appointment, Kathrine Löfberg emphasised that the decision was ultimately about selecting the most qualified candidate. "The fact that both I and the company's new CEO are women is something I see as a strong signal," she said. "It is the result of our focus on competence, experience and leadership, and it reflects the values that have guided Löfbergs for generations."