It feels like coming home

Tell us a bit about your background and the career journey that led you to Södra Wood?

I grew up in the countryside in an entrepreneurial family with strong ties to forestry and agriculture. I've spent the last 26 years in the paint and chemicals industry, primarily in sales, product management, and managerial roles including with BASF, where I managed Nordic key accounts and also worked with customers in Eastern Europe.

What motivated you to join Södra Wood, and what does the brand mean to you?

The opportunity to work with Södra Wood was incredibly exciting for me. I've always been fascinated by the forestry industry, and Södra's brand, with its strong ties to Swedish raw materials, resonated with me. Many of my neighbours are Södra members and they spoke very positively about the company. Södra is also well known and highly respected where I live in Southern Sweden.

What are your impressions of Södra Wood so far?

The people I met during the recruitment process and since then have been so grounded and approachable. The company's culture feels natural and supportive, rather than rigidly hierarchical.

Tell us about your new role at Södra Wood

Sales and marketing is my home turf. I'm driven by challenges, and the wood industry is undergoing significant changes, particularly with raw material prices and availability, and global trade dynamics. I enjoy interacting with customers and driving change, and I'm looking forward to contributing to Södra Wood's success.

What do you see as the biggest opportunities and challenges in the wood industry?

Wood is incredibly versatile and can be used in various applications. Its sustainability and environmental benefits are significant opportunities. The biggest challenges include managing raw material supply and navigating global trade dynamics.

How do you spend your spare time?

My son is now in his late teens so my wife and I will perhaps have more flexibility in the way we spend our time. I have many things I enjoy, among them are hunting and with my dogs, including two border terriers and one dachshund.

When Jonas Karlsson takes on this role, the current Sales and Marketing Director at Södra Wood, Andreas Jonasson, moves to the position of Production Director at Södra Wood.