Northfork AB Announces CEO Transition

Apr 11, 2024

Fanny Höglund

Erik Wallin to step down; Sara Larsson Appointed as New CEO to Accelerate Innovation and Market Expansion

[Stockholm, April 11, 2024] - Northfork AB, a leading innovator in the grocery industry has appointed Sara Larsson as its new CEO. Sara Larsson comes from the position of the company’s Chief Strategy Officer. Meanwhile, Erik Wallin, the Co-Founder and current CEO, will transition from his executive duties but remain engaged as a shareholder in Northfork.

Caroline Rosén, Chair of the Board, expressed gratitude, stating, “First and foremost, the Board would like to thank Erik Wallin for his contributions during his tenure as CEO. Over the past seven years, he has built a successful B2B business with some of the world’s largest grocery chains as customers. In the dynamic landscape of online grocery retail, undergoing rapid change with numerous new competitors, Northfork is determined to accelerate the pace to consolidate its market position. We firmly believe that under the leadership of Sara Larsson, Northfork will not only cement its role on the market but also scale its operations further."

Sara Larsson remarked: “Northfork has a strong offering to the market, serving global grocery retailers and publishers. I am eager to drive innovation within the industry in close cooperation with all our business partners”.

Sara Larsson brings a wealth of experience from both larger corporates and startups, as well as her tenure at BCG. Before joining Northfork, she co-founded and served as COO of another startup.

About Northfork

Established in 2016, Northfork partners with industry giants such as Walmart, Instacart, and Target to simplify the shopping experience and make recipe content instantly shoppable. Northfork’s proprietary technology integrates with the retailer’s inventory to ensure the customer always gets a smooth experience.