Lars, can you tell us a little about your background?

I’m an engineer by education, but I have worked in many different functional areas through my career. I joined TOMRA about three and a half years ago, leading strategy across the company and working on building up a portfolio of new business areas. This gave me good exposure to both waste and metals recycling and the opportunities in front of us.  

Before TOMRA, I spent around ten years in a global industrial company, working on projects across many regions. Earlier I worked in consulting. So, I’ve been lucky to see different industries and countries, and I think that gives me a broad perspective that is helpful as I take on this new role.  

What excites you most about leading TOMRA Recycling? 

For me, this is a dream job. Recycling is about solving a major challenge for society—turning waste into valuable resources. Together with our customers, we are driving circularity at scale creating real change. At the same time, it’s a business powered by fantastic technology. Whether it’s NIR, VIS, XRT, Dynamic LIBS or deep learning, this is an exciting moment for our industry, with technological advancements unlocking entirely new opportunities to boost efficiency and bring transparency for our customers.  

Last but not least, it’s a business built on great people. I’m not only referring to my TOMRA Recycling colleagues, but to all market players and customers. The collaborative spirit we’re experiencing is truly distinctive, and it makes this industry a rewarding one to be part of. 

How do you see the current market situation in recycling? 

The current market globally, and especially in Europe, is undeniably tough. There’s no use pretending otherwise – our conversations with customers confirm it. Still, I firmly believe there is significant long-term potential – both for growth and for impact. Our industry plays a vital role in safeguarding both the planet and the health of its people. That relevance isn’t going away; Across Europe and beyond, legislation is actively supporting our sector, laying the foundation for renewed momentum in the times ahead. Innovation and close collaboration with our customers remain our strongest ally. These are not just buzzwords, it’s a force that can reshape business.  

I believe if we all pull in the same direction, this will be a very exciting and successful journey. We’re in this together—with our customers and our partners.

Tell us a bit about life outside of TOMRA. 

I live in Norway with my wife and our two children. Family time keeps me grounded and reminds me why building a more sustainable world matters. I like running – it helps me clear my head, even if I’m not as fast as I’d like to be. I listen to a lot of podcasts, and I follow football, though being a Manchester United fan is not always easy. I also enjoy discovering new places and cultures when I travel – it keeps me curious and gives me energy.