From solo entrepreneur to part of the Hammarviken family

Today, Micke is the founder of Fruktpaus, a Gothenburg-based company that has been delivering fruit and workplace solutions to businesses in the region since the mid-1990s. For nearly 30 years, he has built the company with the same drive that once fueled him on the basketball court—guided by quality, relationships, and long-term thinking.

In 2025, Fruktpaus became part of Fruktbudet, one of Hammarviken’s portfolio companies and one of Sweden’s leading fruit suppliers to businesses. Through the acquisition, Fruktpaus is now part of a larger group, opening up new opportunities and access to a broader network to grow within.

Images from Fruktbudet.

The beginning of an entrepreneurial journey

Micke grew up in Nässjö, a town where basketball and bandy are almost a way of life. He played basketball at an elite level, both for the junior national team and Nässjö’s A team, and envisioned a long professional career. Then he met Åsa—and love changed everything. When she was given the opportunity to move to London as an au pair, he didn’t hesitate for a second. He broke his contract, packed his bags, and followed her.

A few years later, when a basketball contract in Gothenburg came along, Micke and Åsa packed up their life in London and moved back to Sweden. He played for a Gothenburg team for a couple of years, and somewhere along the way, his entrepreneurial spirit began to take shape.

One day, he noticed a man walking into a building carrying a well-filled fruit basket—one of those everyday moments most people would probably have passed without a second thought. But Micke stopped. When the man returned and got into a car labeled “Fruktbudet,” something clicked.
“I had never seen anything like that before—and that’s where the idea for Fruktpaus was born.”

Looking back, it’s quite amusing that Fruktbudet would many years later become the company that acquired Fruktpaus. You could say Micke got a glimpse of the future without realizing it at the time.

Micke rented a small basement space in Johanneberg, where he spent late nights hand-packing fruit baskets. Quality was the guiding principle from day one—a clear USP in an industry largely driven by volume. “I’ve always cared deeply about making sure customers are happy. That’s the whole point for me.”

In the early years, he did everything himself: packing, delivering, planning, and building relationships. The plan was simple—quality, presence, and long-term development. And when it was finally time to hire? The answer was obvious. His basketball friends. They delivered fruit between training sessions and games; a part-time job that fit perfectly alongside their athletic careers.

The right time, the right people, the right energy

Micke and Fruktbudet’s CEO, Fredrik Fröborg, have known each other in a business context for many years and have always shared mutual respect—even as competitors. “We’ve followed each other’s journeys all these years. There’s a small fruit community,” Micke laughs.

When Hammarviken stepped in as the owner of Fruktbudet, his curiosity was truly sparked.
“I thought, now things can really start to happen. Hammarviken feels innovative and a bit crazy—in a good way. Am I allowed to say that?” he says, laughing.

After a conversation with Fröborg, Micke was invited to a meeting with Hammarviken and its founder, Mats Rydhede. And something happened.

“I thought, now I’m leaving my wife and moving in with Mats,” he says, laughing out loud. The joke simply captures how right everything felt.

“There was such a great feeling in the room. We stood for the same things. The values were aligned.”

That meeting marked the beginning of the next chapter in his entrepreneurial journey. Shortly thereafter, Micke made the decision to sell Fruktpaus to Fruktbudet—a company he had long respected and which, with Hammarviken as its owner, is now ready to take the next step forward.

For Micke, it was a major decision. He had been synonymous with Fruktpaus for nearly three decades. But everything fell into place—the right time, the right people, the right energy.

Looking ahead—towards something bigger

What does he see ahead now that Fruktpaus and Fruktbudet are on the same side?

“We’ll be able to give each other a real boost. I strongly believe in what we’ve discussed—taking the role as a supplier to the next level. That’s all I can say for now.”

And if we were to do a follow-up interview in two years?
“I dream that we’ve grown significantly together. That we’ve made at least half of all those crazy ideas the people at Hammarviken are dreaming up come true.”

In the middle of the interview, the phone rings. It’s a customer service call. Micke apologizes and answers. Of course he does. That’s what happens when you’ve built something yourself—commitment never takes a break.

We thank Micke for taking the time to speak with us and wrap up with a few quick questions.

Quick questions – quick answers

Morning person or night owl? Morning
Coffee or smoothie? Coffee
Excel or gut feeling? Gut feeling
Suit or jeans? Jeans
Fruit you never get tired of? Oranges
Fruit you don’t like? Papaya
Entrepreneurial superpower? Relationships