Per Gunnarsson


Per has a long and solid experience in sales and has occupied senior positions both in Sweden and internationally, including as CEO of Oriflame Sri Lanka, sales manager in Indonesia and responsible for Oriflames Wellness segment in Europe. Prior to Oriflame, Per worked as Senior Investment Manager at Teliasonera, responsible for various portfolio companies that would be developed, sold or reconstructed. Per has taken over as CEO from founder Astrid Friborg and has a vision to combine Astrid's innovative power with his own senior experience and together take the next step in the company's development.


Andrea Wittboldt

Digital Marketing and Event Manager

Andrea is responsible for all digital marketing, PR and collaborations as well as the planning and execution of our events. Andrea has a background from working with event management and marketing and has previously done internships for Volvo in North Carolina and World Childhood Foundation in New York City. Andrea is your go-to person if you have any questions about our brand or if you are looking to engage with us.

Lisa Enervald

Service and Office Manager

Lisa has a background in customer service and relation. At Berries by Astrid, she is responsible for maintenance of our machines out in the field and administrative work around the office. Lisa makes sure everything runs smoothly around the office and that the users of our products are satisfied. She makes sure our product is representative and always ready to be used- supplying us and our customers with fresh and delicious smoothie.

Ludvig Hestvik

IT Manager

Ludvig is responsible for all IT related tasks, including software development, UX/UI, and applications management. Ludvig has a background from creating apps, websites and has worked with quality assurance in IT systems and UX design. Ludvig has experience from several startups, including Urb-it. When Ludvig was only 15 years old, he developed an app for schools that was so good that it was shown on both TV and national newspapers.

Olof Böök

Production Manager

Olof has a PhD in food technology, and was responsible for setting up the Oatly factory outside Landskrona. He has over 15 years experience from food startups. Olof handles all matters concerning our food production, supply, logistics and can also put the sales hat on when necessary!


Astrid Friborg

Chairman of the board and founder

Astrid is the inventor and founded the company after completing her doctoral degree on colon cancer from Lund University. Astrid has received many prizes for her business idea and for her strong entrepreneurial drive.

Karl Stenberg

Board member

Karl is a former CEO of Philip Morris Sweden and Iceland, and currently the CEO of Bedfactory AB. Karl contributes with his extensive knowledge in branding and marketing.

Per Gunnarsson

Board member

Rolf Bjerndell

Board member

Rolf Bjerndell is a former CEO of Skånemejerier Dairy, OATLY, Probi and Brämhults. He is an investor and a professional board member. He is the head of the board at e.g. ALMI Skåne. Rolf Bjerndell is a co-owner in Berries by Astrid AB. Rolf brings his expertise, contact network and his strong market skills from the food industry from over 25 years experience as serial entrepreneur.

Yvonne Celsing

Board member

Yvonne is a former HR director at DHL, Phizer, and board member of ISS Trafficare. Yvonne contributes with HR expertise and her experience from the logistics and facility & service management sector.