Anneli Ellsäter has been appointed the new Group CEO of Löfbergs, the Swedish-based coffee company with operations across Northern Europe. She will take up her position on 1 October, succeeding Anders Fredriksson, who is moving on to a new role within Humble Group. Anneli Ellsäter has more than 20 years of experience in senior positions within international consumer and brand-focused companies.
Löfbergs takes a major step in its international growth by becoming Circle K’s sole coffee partner across all European service stations. The three-year agreement covers more than 4,000 stations in 12 countries.
The world has shown us how quick things can change this past year. Conflicts, financial insecurity, and climate change form a more fragmented world. In times like these, it is clear how important it is to stick together and act jointly – no one can solve the great challenges on their own.
When Löfbergs was founded in Karlstad in 1906, it was not just about roasting coffee, but about building for the future. Being family owned means carrying a responsibility that extends beyond the next quarter, and as a family business, we do not take shortcuts, says Kathrine Löfberg, Chair of the Board and coffee roaster in the fourth generation.
2025 was another challenging year for the coffee industry. High coffee prices, extreme weather and uncertain harvests put pressure on the entire value chain. Despite this, Löfbergs’ latest sustainability report highlights several concrete advances – from development projects in coffee-producing countries and regenerative coffee to fossil-free sea freight, more circular packaging and reduced waste.
ICP celebrates 25 years of working to strengthen smallholder coffee farmers’ ability to build secure and sustainable livelihoods. Löfbergs, as a co-founder, has been involved from the very beginning, contributing to sustainable development across the coffee sector. The engagement reflects our family values: long-term commitment, responsibility, and care for the people behind every cup of coffee.
After five years as CEO of Löfbergs, Anders Fredriksson is taking the next step in his career. In September, he will become the CEO of Humble Group. Until then, Anders will continue to lead Löfbergs, which is now starting the process of recruiting his successor.
