‍What happened next? Emma Rung - recruited CEO of KRAV

Emma, you have now been in the role of CEO for KRAV for just over a year. With a background as, among other things, Political Advisor at the Government Offices, Program Manager at Social Entrepreneurship Forum and Secretary General at Fairtrade.

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-What were your thoughts when you were recruited for this role?

Yes! I am passionate about the opportunity to allow more people to join the journey towards increased sustainability in their everyday lives. To be given the task of leading the operations at KRAV, the label that is recognized by 99 percent of Swedes and that has a high level of trust as a sustainability label, feels absolutely right. I was honored, but also humbled by the tough challenges we face in troubled times like these. So I rolled up my sleeves an extra turn and gratefully said yes.

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-How does your role as a leader at KRAV differ from your other leadership roles?

It's a multifaceted job that involves working with individual farmers and small businesses, as well as some of Sweden's largest companies and global players. The spectrum ranges from standing in the soil with boots on one day, learning about the benefits of KRAV-certified pig production, to meeting with grocery retailers and large corporate managements the next. The range of stakeholders is unique, makes the mission relevant and important, and is one of the factors that gives me a lot of energy.

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-What do you see as the single biggest challenge in developing KRAV and getting more people to join KRAV-labelled products?

The economic situation and an unstable world, these are external factors that we, like many others, are struggling with to maintain momentum. Internally, the most difficult and enjoyable challenge is to get all the committed people who are passionate about more sustainable food production to stand tall, keep their eyes on the horizon and have the strength to move forward with pride, knowing that we are driving development in the right direction. Even when times are tough. More high-fives are needed out there!

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