Per, why did you choose Generation Waste?
I think the sustainability issue is necessary for our future. No one else will do it for us, but every individual and organization that can influence needs to take responsibility. It is a view I share with Daniel Oddhammar, founder of Generation Waste. Therefore, Generation Waste suited me as our primary focus is to reduce food waste with the help of the IT-based measurement tool Generation Waste for our target groups; hotel/restaurant and state/municipality. With my background in IT, sales and marketing, I add competence to the company's future.

What long-term goals do you have with your business within Generation Waste?
Our main goal is the UN's twelfth global goal: Sustainable consumption and production! We are building Generation Waste today in the Nordic region, and in the long term, we will become a global company and thus actively work towards the twelfth goal. In 2025, we will have a turnover of SEK 100 million and be an active player that contributes to a sustainable future.

How can your work contribute to a more sustainable society even outside your target group? Private individuals, other companies, for example?
With our product, we can measure waste, and that opens up many other opportunities and target groups - grocery retail, construction retail, etc. We create data for analysis, which enables our customers to share with their customers, and in this way, we can inform you as a private individual about how sustainable your supplier really is.