At the helm of KRAV, Sweden’s most trusted organic label, is CEO Emma Rung – a visionary reshaping what it means to lead with purpose. With a bold vision, she champions organic not just as a label but as a dynamic movement transforming how we think about food, sustainability and values.
Emma Rung’s journey into the organic sector didn’t begin with a strategic career decision – it began with a deep-seated belief. Her lifelong commitment to sustainability and human rights has shaped not only the work she does, but the way she sees the world. For Emma, environmental and climate issues are not peripheral – they are foundational.
– I have always believed that environmental and climate issues are the defining challenges of our time – everything else depends on how we handle them, she says.
This conviction led her to KRAV – where she now serves as CEO. The role felt like a natural convergence of her values and her professional experience. She didn’t just want to work on sustainability; she wanted to empower others to live it.
– KRAV represents the intersection of my deepest values and professional experience. It is not only a certification – it is a movement for change, rooted in collaboration and trust between people, producers and businesses.
Leadership, for Emma, is not about being the loudest in the room. It’s about being brave enough to achieve big goals – and wise enough to bring people with you. Her leadership philosophy is steeped in integrity and an unwavering belief in collective action.
– Leadership is fundamentally about courage and collaboration – daring to set ambitious goals and bringing people together around them. I also believe in the power of hard work and the importance of continuously reconnecting with our ‘why.’
Over the years, Emma’s understanding of sustainability has expanded – both professionally and personally. What once was seen as a niche interest is now expected from businesses and institutions alike – but with that expectation comes new complexity. Emma believes the solution lies in taking a broader view.
– Personally, I’ve become even more convinced that sustainability must be holistic: it’s about climate, biodiversity, animal welfare and social responsibility. Organic production embodies that holistic approach.
In the current landscape – where “sustainability” can be as much a marketing tool as a mission – Emma sees KRAV’s responsibility clearly: to uphold trust. It’s not enough for products to claim sustainability – there must be real impact behind the label.
– In a world where ‘sustainability’ is on everyone’s lips, KRAV’s role is to ensure it truly means something. We help companies and farmers move from ambition to action – turning sustainability from a buzzword into measurable, real-world progress.
KRAV, under her guidance, has continued to evolve while staying firmly grounded in its principles. Emma takes pride in how the organization has deepened its collaborations, not only within the organic sector but across the broader food ecosystem.
– We are strengthening partnerships across the entire value chain – from farmers to retailers – and showing that sustainability is not only necessary but possible. Every KRAV-labelled product represents countless people working together for a better future. That unity gives me great hope.
Looking ahead, Emma is focused on the future of food – and the people driving change. As Nordic Organic Expo approaches, she sees it as more than just a trade event. It’s a space to re-ignite passion, form alliances and push the movement forward.
– I look forward to meeting passionate people who share the vision of a more sustainable food system. In times of both environmental urgency and opportunity, we need these moments of connection to accelerate real change together.
By Rebecca Hyde-Price Aggestam
