Meet Johannes Edström
Lofoten Seaweed’s New Sales and Marketing Manager
Q: Welcome to the team, Johannes! Can you tell us a little about your background?
Johannes: Thank you! Well, I grew up in a small village in Sweden, near the city of Uppsala. My parents were academics working in energy and battery research, so I was always surrounded by the idea of sustainable innovation. Today, I live in another small village with my partner and my dogs — but this time outside of Stockholm, where I’ve been working in marketing for the last 10 years or so.
Q: What kind of industries have you worked in?
Johannes: I’ve been lucky to explore quite a few really different ones — skin care, digital forensics, and even freelancing across various sectors. It’s given me a lot of hands-on, practical marketing experience, which I think is always a strength. I like building strategies, sure, but I also love jumping in and making things happen (which also comes in very handy now, preparing for the big move up north)!
Q: What drew you to Lofoten Seaweed and this role?
Johannes: At first, it almost seemed too good to be true. It’s an industry that’s got the potential to make a truly positive change in the world, it’s a role where I think my experience and skill-set could really be of use, and Lofoten itself is (it has to be said) one of the most beautiful locations there is. When talking to Tamara and Angelita during the hiring process, and hearing about their thoughts and plans for both the role and for the company as a whole, I just kept getting more and more certain. Seaweed is such a powerful, sustainable resource, and Lofoten Seaweed has a very genuine story behind it. I want to help bring that story to more people — and more kitchens. My goal is to help make seaweed a household staple across Europe, and beyond.
Q: You’re Swedish—dare we ask about your relationship with Norway?
Johannes: (laughs) Well, Sweden and Norway traditionally have a bit of a sibling love-hate relationship, so there might be some mutual teasing sometimes! But seriously, I’ve spent quite a bit of time here with my partner Federica. We’ve travelled all over Norway in our van, with our two rescue dogs—Rizzla who is adorable and clings to our side, and Leo, who is equally adorable, and was brought over from Iran. We love it. The people are kind, creative and work hard to make life good for themselves, and for the community around them. Plus, the nature, and how it’s a part of people’s everyday life, is just wonderful.
Q: What excites you most about working with seaweed?
Johannes: Seaweed is still a bit of an underdog ingredient in many places, but it has so much potential — the very fact that there’s a sustainable, healthy food source that isn’t already a major part of our diet here is remarkable, and Lofoten Seaweed is working really hard to change that. Marketing it isn’t just about selling a product—it’s about shifting perceptions and growing acceptance. That’s a challenge I’m really looking forward to.
Q: What’s your vision for Lofoten Seaweed?
Johannes: I want to help this brand grow and become a household name. We have something truly special here, and my aim is to amplify that story, connect with new markets, and make people feel something when they see our products. Most of all, I want to know that I’m making a difference—not just in numbers, but in impact.
Q: Any final words as you gear up for your start?
Johannes: Just that I’m thrilled to join the team. And I promise to keep any Swedish jokes about Norwegians to a minimum… at least for the first month!
Welcome aboard, Johannes! We can’t wait to see where this next chapter takes us. 🌊