Build from Strength, Paper360º March/April 2021

“I grew up with the forest,” says Lotta Lyrå, the new president and CEO of Södra. “It is part of Swedish culture and it means a lot to me. I started to work with forestry after business school, inspired by both the people and the business itself. Then I met my hus-band, whose family have been forest owners for generations. We lived on the family farm when we first met. Today, the farm is still a family business that my husband manages.

”While her relationship with the forest may have a distinctly personal element, there is no doubt that, where Södra is concerned, the forest means business for Lyrå. She recognizes that the interests of Södra’s 53,000 forest-owning members can only be served if they remain relevant for the end user. 

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