Board of Directors

Chair of We Effect since 2025. Lars also serves as a member of the board of KF and as Chair of the Board of Folksam Liv. He previously held the position of CEO at the Stockholm Consumer Cooperative Society (now Coop Östra), and prior to that, he was Head of Business Area at Swedbank.

Vice Chair of We Effect since 2025. Member of the National Federation Board of LRF (The Federation of Swedish Farmers). Together with her husband, she runs a farming enterprise in Älvsbyn, specialising in milk, beef, and strawberry production. The farm also includes a rural tourism business and a farm dairy. She also works as a project manager for business development projects related to agriculture and rural areas. Holds a degree in soil and crop agronomy.

Director of Marketing at Coop Sverige AB. Has many years of experience in retail from Coop and Systembolaget, with leadership roles in areas such as store management, category management, assortment, business development, and store formats.

Head of Client Coverage within Large Companies & Institutions at Swedbank. B.A. of Business Administration from Örebro University. Peter has held several leadership positions within Swedbank Group, both in Sweden and internationally.

CEO of OK Västerbotten. Marketing economist from IHM Business School Stockholm. Prior to that, Sales Manager for Norrmejerier, Business Area Manager and CEO of Proffice Sweden. Board member of OK Marketing services and OKQ8 Marketing.

Senior Advisor within communications and owner relations at Lantmännen. Previously worked as head of owner relations. Anna has a solid background with many years of experience working at Lantmännen. Business manager for the economic association of Nordic Oats. B.A in the agricultural economy.

Director of Sustainable Development at Riksbyggen. M.Sc in Environmental Management and Policy from The International Environmental Institute at Lunds University. Previously Sustainability Manager at the Swedish Car Inspection and more than 20 years experience as a consultant within environment and sustainability.

Associate Chairman of HSB. Previously consultant on the PR Agency Reformklubben and politically active in Gothenburg, including being a municipal council responsible for traffic and infrastructure. Also has a long experience as a chairperson in different boards.

Communications manager for Folksamgruppen since 2020. Has previously worked in various communications manager roles within ICA Gruppen and as a communications consultant with assignments for Unicef ​​and Save the Children. Studies in media and communication science, literature and political science at Stockholm University and PR and Marketing at Pace University.

Director of Marketing, Membership and Partnerships at Coop Östra, Sweden’s largest consumer cooperative. Board member of Agria Vet Guide AB and Quality Painting Tools AB. Deputy board member of Alcro Parti AB. Holds a degree in Business and Economics from Stockholm University. Previous roles include Head of Marketing and Communications at Agria Animal Insurance, Business Area Manager at Alfort & Cronholm, and Marketing Manager at Kronans Apotek.