Meta Persdotter lands new role: “A great match”

Three months ago, Dagligvarunytt reported that Meta Persdotter, then CEO of Coop Östra, would step down from her role on February 28. Today, she has been appointed Chair of the Board at agtech company Swegreen.

Her departure from Coop Östra came under unclear circumstances. Seemingly without prior notice, a press release announced a leadership change linked to the upcoming merger with Coop Syd.

As Chair of Swegreen, she is now moving to the other side of the table — working with suppliers rather than retailers.

“I’m eager to join boards where I feel I can contribute. I’ve spent many years in the food industry, and I was drawn to working with something at the forefront of development. That’s why this felt like a strong fit,” says Meta Persdotter.

Swegreen develops in-store farming solutions for fruit and vegetables. Founded in Stockholm in 2019, the company has grown its revenue from just under SEK 3 million to SEK 15 million in 2024.

Profitability has proven challenging in vertical farming. One of the sector’s pioneers, western Sweden-based Ljusgårda, recently shifted its focus from lettuce production to manufacturing plant-based ingredients for use in supplements, cosmetics and pharmaceuticals after years of weak margins. In 2024, the company reported revenues of SEK 17.5 million while posting a loss of over SEK 100 million — for the third consecutive year. Despite this, Persdotter sees a brighter future for indoor vegetable cultivation.

“This is an evolution of food production — bringing cultivation into the store. It can be compared to when bakeries moved into supermarkets,” she says, adding:

“We are in a growth phase, with constant innovation and development. We learn as we go — what needs to be adjusted, what needs to change. Having a foundation in green in-store cultivation feels very promising.”

During her time at Coop, Persdotter experienced Swegreen’s offering first-hand. She notes that in-store farms were introduced in several larger Coop stores across the country during her tenure.

In addition to these Coop locations, Swegreen’s systems are now installed in several ICA Maxi stores, including ICA Maxi Ängelholm and ICA Maxi Skellefteå, where a new installation is planned to go live in 2026. The company currently operates around 20 installations in total.

In her role as Chair, Persdotter hopes to contribute a new perspective. After years in grocery retail, she understands how stores operate.

“I’ve worked close to consumers for many years, focusing on meeting customer demand. That’s something I believe I can contribute. I also have extensive experience in store efficiency — how a solution like this should be managed in practice.”

What can you bring to the board that hasn’t been there before?

“I enjoy working with innovation, development, and creating inspiring retail environments. What could be better than a truly outstanding fruit and vegetable department?”

Her appointment comes at a time of optimism. Swegreen is aiming for significant growth — not only in Sweden, but internationally.

“We already have relationships in place, and I believe there is strong interest in what we do.”

What kind of timeline are we talking about?

“Everything from now to within the next one to three years.”