Martina Flemström appointed new CEO of Ecolabelling Sweden AB

The requirements for companies' sustainability work are increasingly stringent. The EU is tightening the rules against greenwashing. As it becomes more difficult for companies to make sustainability claims, the value of independent and credible verification increases. At the heart of this shift is the Nordic Swan Ecolabel: the official Nordic ecolabel since 1989, which today is recognized by 99 percent of Swedes. Now, the Nordic Swan Ecolabel is taking the next step – from being the best-known ecolabel to becoming the obvious and active choice for consumers, companies and procurers.

"Over the past year, we have embarked on a major transformation to increase the value that our ecolabels bring to consumers, companies and society. Martina Flemström has the commercial experience and leadership required to get us there", says Anne Årneby, Chair of the Board of Ecolabelling Sweden AB.

Martina Flemström most recently served as CEO of Mondelez in the Nordic region. Prior to that, she led Upfield's (now Flora Food Group) operations in the Nordics and Baltics, and has experience of working with some of the world's best-known consumer brands, such as Marabou, Freia, Oreo and Philadelphia.

"For 20 years, I have built brands and transformed businesses in the Nordic region, with the conviction that strong business performance and clear environmental benefits reinforce each other. The Nordic Swan Ecolabel is already one of the strongest brands in the Nordic region and enjoys a very high level of trust. I look forward to working with the team to translate the strategy into results to make it easier for consumers to make better choices, and more valuable for companies to become that choice", says Martina Flemström, incoming CEO of Ecolabelling Sweden AB.

Martina Flemström will take up the role of CEO on September 7th 2026.

For more information:

Anne Årneby, Chair of the Board, Phone: 070- 860 65 86