One year as Group CEO: “Vida’s strength lies in its people, customers, and raw material”
As Karl-Johan Löwenadler approaches the end of his first year as Group CEO of Vida, he does so with both humility and optimism for the future. The year has been marked by challenging market conditions, but also by important progress in safety across Vida’s operations, customer relationships, and collaboration throughout the group.
“It has been a highly educational year. What has impressed me most is the competence and commitment of our employees. When you get the opportunity to see the entire business, it becomes clear just how much strength there is within the organization,” says Karl-Johan.
A complex market built on long-term relationships
The forest and wood products industry operates in a market where many different stakeholders interact, ranging from private forest owners and contractors to industrial players and international customers.
“One of my greatest insights during the year has been just how complex the raw material supply chain is. This is particularly true in southern Sweden, where the majority of forests are owned by private forest owners whose decisions are influenced by many factors beyond economics alone.”
Karl-Johan sees access to raw material as one of the most important issues for the industry going forward.
“We have a strong production platform and solid demand for our products. The challenge is to secure access to timber by being an attractive and long-term partner for forest owners.”
Continued focus on profitability and customer value
Although the market for sawn timber products remains challenging, Karl-Johan believes Vida is well positioned.
“We operate in highly competitive markets, but through high quality, excellent service, and long-term relationships, we continue to strengthen our position. For us, it is about staying close to our customers and focusing on the markets where we create the greatest value.”
Safety and collaboration in focus
Over the past year, safety at Vida’s facilities has also been a key priority.
“I am proud of the progress we have made. Safety is a fundamental part of our business and something we will continue to develop together.”
At the same time, he sees growing collaboration across the entire Vida organization.
“We have taken important steps toward becoming even more united as a company. Although we operate in many different locations, I feel that we are increasingly working together as one Vida.”
Looking ahead
When Karl-Johan looks five years into the future, the goal is clear.
“Vida will continue to be one of Sweden’s most profitable sawmill companies. To achieve that, we must keep improving our competitiveness, maintain control of our production costs, and provide the best service in the market.”
He concludes with a clear vision for the future:
“We have a strong foundation, strong customer relationships, and a fantastic organization. This gives us excellent conditions to continue developing Vida and creating long-term value for forest owners, customers, employees, and society.”