Fruktbudet – a pioneer in workplace fruit delivery

Fruktbudet was founded in 1986 and has since grown into a nationwide company with offices in Stockholm, Gothenburg, Malmö, and Karlstad. Today, the company delivers over one million pieces of fruit every week to workplaces across Sweden. With around 90 employees, Fruktbudet has become a trusted partner for companies that want to invest in health and wellbeing for their employees.

“We’re passionate about creating healthy and enjoyable workplaces. Fruit is a simple but incredibly effective way to get there. When blood sugar drops between meals, an apple, a banana, or a handful of grapes can give you a real boost. In fact, studies show that every krona invested in workplace fruit returns five in productivity. That says a lot,” says Fredrik.

Fruktbudet’s philosophy can be summed up in three words: attentive, personal, and responsible. Much like a well-filled fruit basket, the company aims to be something that brings energy, joy, and a better everyday life to employees all across Sweden.

Who is Fredrik Fröborg?

Fredrik describes himself as a fruit nerd – and with a big smile, he admits that he eats plenty of fruit every day. His favorites? Swedish, locally grown apples.

“If I were a fruit myself, I’d probably be an apple. They’re steady, reliable, and versatile, with the perfect balance of sweetness and acidity. And they’re often at their best when they come from the rich soil of Skåne – where my own roots are,” he says.

With a background in business and economics, Fredrik began his career in banking and asset management. How he ended up in the fruit industry, he jokes, was “by slipping on a banana peel.” But he soon realized it was an industry where he could combine his passion for business with something that genuinely makes a difference in people’s everyday lives.

After many years at Fruktbudet – including roles as Regional Manager and Deputy CEO – he eventually took on the role of CEO. Today, he leads the company into its next phase of growth, with both a strong foundation and exciting opportunities ahead.

Privately, he’s married with two children, and weekends are often spent at his kids’ football and table tennis tournaments. “It’s full speed – but also fantastic fun,” he says with a smile.

A vision for the future – to be the first choice

Fruktbudet is already the market leader, but the company’s ambitions reach far beyond that.

“Our goal is to be the natural first choice for companies planning their fruit deliveries, meeting products, or other workplace wellbeing and health services. Our fruit should taste good – both for the body and for the conscience.”

Sustainability is a key priority. Fruktbudet actively works with environmental and quality certifications such as ISO and SMAK, and is connected to the Science Based Targets initiative (SBTi).

“We rely on nature’s gifts, so it’s only natural that we take responsibility for protecting them. Our goal is to be a company that both customers and employees can feel proud to be associated with.”

Strategic acquisitions as Fruktpaus and Fruktlådan join Fruktbudet

A concrete example of Fruktbudet’s growth journey is the acquisition of Fruktpaus and Fruktlådan, both completed during the past year. Three industry peers with mutual respect for one another suddenly found a shared path forward.

“Fruktpaus and Fruktlådan stand for quality, personal service, and long experience – values we share. By combining our strengths, we can offer even more to our customers while maintaining what makes each company unique.”

The acquisitions strengthen Fruktbudet’s position in the Gothenburg region and central Sweden, while the newly joined companies gain access to Fruktbudet’s resources in sustainability, HR, IT, and a broader product range. It’s a win-win for both customers and the organizations alike.

You can read more about the investments here: Fruktpaus and Fruktlådan.

Hammarviken’s investment – a stable and values-driven owner

When Hammarviken became an owner of Fruktbudet in 2022, it marked the beginning of a new chapter.

“For us at Fruktbudet, it has meant an incredible amount to gain a stable, long-term owner who shares our values. Hammarviken isn’t just about capital – they’re engaged, present, and genuinely want to develop the company together with us. It truly feels like we have an exciting journey ahead,” says Fredrik, his enthusiasm clear.

From Hammarviken’s perspective, the investment is described as a step perfectly in line with their philosophy of supporting companies with strong potential, where they can also contribute with expertise and experience. Mats Rydhede and Sofia Regestad highlight Fruktbudet’s strong culture and clear set of values as a perfect match with Hammarviken. The shared vision is to continue developing the company – both geographically and by expanding its offering within health and wellbeing.

The investment in Fruktbudet is not about quick returns or short-term goals, but about building long-term, sustainable companies together with people they believe in. For Fruktbudet, it means the opportunity to keep growing nationally, strengthen its position as market leader, and further develop its product range – all while maintaining the personal touch and high level of service that have defined the company since its founding in 1986.

Four quick questions with Fredrik

Three words that describe Fruktbudet?
Attentive, personal, and responsible.

Favorite fruits right now?
Swedish autumn apples and Italian grapes.

What’s the best part of your job?
Meeting people – both colleagues and customers – and knowing that we’re actually helping to create healthier workplaces.

And the biggest challenge?
Balancing our growth while maintaining that personal touch. It’s a challenge we truly enjoy.

A journey with a taste of the future

Fruktbudet stands stronger than ever today, with a clear vision and a stable owner backing its growth. For Fredrik Fröborg, the mission is clear – to ensure that Fruktbudet continues to deliver fruit that brings energy, joy, and wellbeing, while also evolving as a company.

With over a million pieces of fruit delivered every week, it’s easy to think big. But for Fredrik, it’s always about the small things – a well-stocked basket in an office, an apple that boosts energy before a meeting, or a banana that makes the afternoon flow a little easier.

“That’s what makes the work meaningful. We know we’re making a difference – and together with Hammarviken, we can do even more. The journey has only just begun, and we’re excited for what lies ahead.”