“It’s in my DNA!” – a chat with Lena Björndahl from Nordic Organic Expo
October 23, 2025
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If there’s anyone who knows her way around a trade show floor – it’s Lena Björndahl – Nordic Organic Expo’s very own Senior Sales Executive. With a career spanning decades in sales and exhibitions, she’s seen it all – from technology fairs to the fast-growing world of organic and sustainable products. We sat down with her to talk about the upcoming Nordic Organic Expo, Easyfairs’ role in shaping it and what visitors can expect this year.
“Oh, practically my whole life! Sales has been part of me forever – it’s in my DNA. I’ve been in the trade fair industry for around 40 years and 18 of those at Easyfairs. Time really flies when you love what you do!”
“Easyfairs is incredibly professional in its execution. We have the latest technology to help exhibitors really measure their ROI and reach their target audience. We meet the industry where it is – making the whole experience both time- and cost-efficient. Plus, we bring together fantastic suppliers and the most authentic organic and natural products. It’s truly an international arena!”
“So many exciting things! This year, we’re focusing a lot on tools that help exhibitors connect with the right buyers and partners – things like “Pitch to the Buyer” and “Hosted Buyers” programs. I’ve never worked with those before and they’re amazing! They really help exhibitors find the right audience and communicate their message more effectively. And of course, it’s always such a joy to meet all the exhibitors, see their incredible products and watch them succeed. The atmosphere is just buzzing with creativity and collaboration.”
“Let’s just say there will be lots of opportunities for networking, discovering new brands and of course – tasting some delicious organic treats. I can’t reveal everything – you’ll have to come and see for yourself.”
“Definitely meeting everyone again! There’s something magical about watching exhibitors connect with visitors, form new partnerships and grow their businesses. That’s what keeps me passionate after all these years.”
“It’s really on its way to becoming the natural meeting place for the entire organic and natural products industry. Even though we’ve heard that sales of organic products have been slowing down, this fair is about turning that around – helping the industry move forward together. We want to be the platform where everyone meets, collaborates and drives the conversation about sustainability and growth.”
By Rebecca Hyde-Price Aggestam
