Change at the top: Northfork announces CEO transition as Erik Wallin steps down and Sara Larsson takes over

Northfork, a specialist in the grocery industry, has appointed Sara Larsson as its new CEO.

Established in 2016, the company partners with the likes of Walmart, Instacart, and Target with the aim of simplifying the shopping experience and making recipe content instantly shoppable.

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.

Caroline Rosén, Chair of the Board, says: “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."

Larsson says: “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”.

Wallin comments: “After an incredible seven-year journey at Northfork, I am stepping down from my role as CEO. Leading a change in the grocery industry has been an honour and a privilege, bridging inspiration with transactions. Together, Northfork and its partners have achieved remarkable growth and transformation.”

“Not too long ago, purchasing groceries based on inspiration such as meals and recipes was a distant concept.”

“Collaborating with industry giants like Walmart, Coles Group, Coop Sverige, Sainsbury's, and Instacart, alongside esteemed media companies like BuzzFeed and NBCUniversal, we've revolutionised the grocery shopping experience.”

He adds: “To the remarkable team I've had the pleasure of hiring and working alongside: What an extraordinary journey it has been. Together, we've propelled the company forward – transitioning our focus from B2C to B2B with growth and profitability and expanding to a formidable team.”

“To everyone who has contributed to this journey – our dedicated employees, loyal customers, invaluable partners, and supportive stakeholders – I extend my deepest gratitude.”

“Your unwavering commitment, hard work, and support have been instrumental in our success, and I am genuinely thankful for each and every one of you.”

“Thank you for being part of this unforgettable chapter in my life. look forward to seeing Northfork continue to thrive.”