Per, why did you choose Generation Waste?
I think that the issue of sustainability is necessary for our future. It will not be someone else who does it for us, but every individual and organization that can influence needs to take responsibility. This is an approach I share with Daniel Oddhammar, founder of Generation Waste. Therefore, Generation Waste suited me as our main focus is to reduce food waste with the help of the IT-based measurement tool Generation Waste for our target groups; hotel / restaurant and state / municipality. With my background in IT, sales and marketing, I bring expertise to the company's future.

What long-term goals do you have with your business in Generation Waste?
Our main goal is the UN's twelfth global goal: Sustainable consumption and production! We are building Generation Waste today in the Nordic region and in the long term we will become a global company and thus actively work towards the twelfth goal. In 2025 we will have a turnover of SEK 100 million and be an active player contributing to a sustainable future.

How can your work contribute to a more sustainable society even outside your target group? Private individuals, other companies, for example?
With our product, we can measure waste and this opens up many other opportunities and target groups - the daily goods trade, the building materials trade, etc. We create a basis for analysis, which enables our customers to share with their customers and in this way we can enlighten and inform you as a private person about how sustainable your supplier really is.