Thursday 30 May 2024
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Swedish coffee roaster brings extra energy to Team Hasselborg

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In February, they won the Olympic gold medal in curling: Team Hasselborg is now fully focused on the Grand Slam of Curling with six tournaments in Canada. With the season approaching, the team begins cooperating with the Swedish coffee roaster Löfbergs that recently established in Canada.

– Everyone on the tour knows that we are genuine coffee-lovers. That is why we are happy to team up with Sweden’s most genuine coffee roaster. The company has great values and invests in sustainable, organic products. We will drink Löfbergs ICE Coffee to get that extra energy, says Anna Hasselborg, skipper of Team Hasselborg.

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Family-owned coffee roaster with focus on sustainability

Löfbergs is a Swedish family-owned coffee roaster that was founded in 1906. The company focuses on sustainability and is one of the largest buyers of organic and Fairtrade certified coffee in the world.

Löfbergs operates on some ten markets in Europe today. In 2017, Löfbergs took a first step into the North American market when the company established in Canada. Löfbergs is working the grocery retail trade and the Out of Home market with Toronto as a base.


– Sweden is well-respected in Canada, which is helpful for us of course. Our focus on sustainability as well as organic and Fairtrade certified products generates interest too, says Jon Leirfall Fornes, Löfbergs Country Manager in Canada.

Natural and organic On the go products

Löfbergs has initiated important efforts into the rapidly growing Ready To segment over the last year. The success was not long in coming. The family-owned coffee roaster has in a short time reached a 20 per cent share of the market for ice coffee in Sweden. Despite the tough competition from Starbucks and other multinational players.

– The key to success is the great flavour, winning design and completely natural products without unnecessary additives. It responds well with new consumption patterns, not least among younger conscious consumers with focus on well-being and health, says Jon Leirfall Fornes.

Löfbergs’s assortment within Ready To consists of ICE Coffee, Cold Brew, Caffeine Water and rawbars. All products are made of natural ingredients without unnecessary additives.

– We are taking one step at a time in Canada, and we will concentrate on our ice coffee at first. We hope and think that the Canadians will be as just as delighted as the Olympic champions of Team Hasselborg, says Jon Leirfall Fornes.


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