From Fika to the Future: How Löfbergs Is Redefining Coffee Culture with Purpose

Ahead of The London Coffee Festival, we caught up with Jonny England, UK Director of Coffee at Löfbergs, to chat about what makes this Swedish coffee brand stand out, their commitment to sustainability, and how businesses can partner with them.

For anyone new to Löfbergs, how would you introduce the brand in a nutshell?
Löfbergs is a family-owned Swedish coffee company that has been roasting great coffee since 1906. With over a century of expertise, we're now operating in 11 markets across Scandinavia, the UK & Ireland, and the Baltics. Despite our long history, we continue to grow – in particular here in the UK. We’re one of the fastest-growing coffee brands in key UK retail accounts, and a leading private-label coffee supplier for both mainstream and speciality coffee shop chains. Whether it’s for home, hospitality, or business, we’re passionate about bringing high-quality coffee to as many people as possible.

You’ve got over a century of roasting experience—what makes Löfbergs stand out in a competitive coffee landscape?
Löfbergs sits in a unique position where we combine scale with quality. We’ve invested heavily in our roasting capabilities, including our state-of-the-art Valsviken facility, to ensure we can meet high-volume demand while maintaining exceptional standards. We slow roast all our coffee using Probat technology, ensuring maximum flavour and consistency. Sustainability is also at our core - we were the first coffee roaster globally to transition to fossil-free shipping, and we’ve built long-term, direct-trade relationships that support ethical sourcing. We’re also committed to a range of recyclable packaging - helping customers and partners make more sustainable choices without compromising on quality.

How does your Swedish heritage shape your approach to coffee?
Sweden has one of the highest coffee consumption rates in the world, and fika - the Swedish tradition of taking a coffee break with something sweet - means expectations for coffee quality are incredibly high. That cultural influence drives our commitment to sourcing and roasting the best coffee possible. Swedes are also pioneers in ethical business practices, which is why Löfbergs is one of the world’s leading buyers of certified coffees. Sustainability and responsibility aren’t just buzzwords for us - they’re built into everything we do.

With green coffee prices on the rise, how is Löfbergs supporting customers through volatility?
The coffee market is experiencing significant price volatility, but at Löfbergs, we’ve built a resilient supply chain over generations to ensure we continue to source high-quality coffee at the best possible price. Our procurement and trading team has over 100 years of combined experience, allowing us to navigate market fluctuations while maintaining quality and consistency for our customers. If you're attending 'The Lab' at the London Coffee Festival, be sure to catch our talk 'Futureproofing coffee: The impact of rising prices' on how we manage these challenges.

There’s a big push for traceability—how are you leading on transparency in the supply chain?
Transparency is crucial, and we’ve partnered with Era of We to develop a digital traceability platform that tracks every coffee in our supply chain. This system allows coffee suppliers to upload key data, including the farm’s geo-location and CO2 data, so buyers can see the full journey from origin to shelf. With new deforestation regulations (EUDR) coming into effect, we’ve also invested in a dedicated team to ensure best-in-class compliance, tracking over 40,000 individual farmers to meet sustainability standards.

Freshness is everything. How do you ensure your coffee arrives in perfect condition?
We’ve optimised our supply chain to ensure our coffee goes from roasting to delivery here in the UK within seven working days. Our new roastery is equipped with cutting-edge packing technology that maximises freshness by minimising residual oxygen and using strong barrier packaging. Rigorous quality testing ensures every batch maintains its full flavour potential from the moment it’s roasted to the moment it’s brewed.

Where do you see Löfbergs in the evolving coffee landscape—and how can the trade get involved?
We’re here to help businesses scale while maintaining quality. Whether it’s green beans, roasted coffee, or fully packed solutions, we can deliver at scale while maintaining unique coffee profiles tailored to our partners' needs. Our ability to supply coffee across global markets also makes us a valuable partner for international businesses looking for a reliable coffee supplier.

Finally, for those heading to LCF, where can they find you?
Come and see us! We’ll be at stand HP41 at the London Coffee Festival, so drop by for a chat and a cup of coffee - we’d love to meet you.