Alongside his board roles, Mats has for several years been a mentor in Yuncture’s incubator program. Through his engagement, he has supported and helped develop several of the startup companies that Yuncture has invested in.

Mats grew up in Gothenburg and began his career at Mölnlycke, which later became part of Cederroth. There, he worked in sales and early on developed a strong understanding of how products reach the market.

At just 24 years old, he took on his first role as a sales manager. Leadership and business responsibility came early, which has shaped his entire career.

In 1997, he moved on to what later became Axfood. There, he was involved in building the business and worked with both assortment and private labels. Having experience from both the sales side and the purchasing side is something he considers crucial:

“I’ve been on both sides of the table. It gives you a broader perspective. You understand the calculations, the margins, and what it actually takes for a product to succeed on the shelf.”

Over the years, Mats has also recruited close to 300 people into the industry, many into key and leadership positions. His ability to quickly assess an organization, understand what phase a company is in, and identify what competencies are needed is today one of his key strengths.

How did the collaboration with Hammarviken begin?

The relationship between Mats Bejmyr and Hammarviken’s owner, Mats Rydhede, goes back a long way. They share a background in Gothenburg, a strong interest in football, naturally supporting ÖIS, and similar values. In 2018, Mats received a call asking if he wanted to become a mentor in Yuncture’s incubator program.

The first company he worked with was Wellibites, founded by entrepreneur Sara Serray. With a clear ambition to challenge a candy market where up to 80 percent of the content is often sugar, she wanted to create a better alternative, a product that both tastes good and does good. The incubator laid the foundation for what is today an established brand.

What was initially planned as a six month assignment turned into a much longer journey, first as a mentor and later as a consultant for around a year and a half.

When asked about the most important role of a mentor, Mats answers:

“To minimize mistakes. Entrepreneurs need to go through their journey, but if you can help them avoid the most costly mistakes, you save both time and resources.”

He also emphasizes the importance of innovation. Within grocery retail, only 1 to 3 percent is true innovation. The rest is often variations of existing products, which makes positioning absolutely critical.

What does Mats contribute to Hammarviken?

Mats operates at the intersection of Hammarviken and Yuncture, contributing his experience in several roles. Within Yuncture Food & Retail, he is part of the investment work with a focus on companies in foodtech and retail. At the same time, he is Chair of the Board of Fruktbudet, one of Hammarviken’s portfolio companies.

Beyond his formal roles, he is also a recurring resource within Hammarviken’s network, where he contributes his industry knowledge to the companies we invest in.

His contribution can be summarized in three words: structure, experience, and judgment, but above all, it is about how he applies them in practice.

Mats is often involved on an ongoing basis in the companies, supporting everything from setting strategy and challenging business models to navigating the path into retail. With his background, he has a particular ability to quickly identify what works and what risks becoming costly detours.

In companies such as MyBlend, one of Yuncture’s portfolio companies, he has contributed with strategic thinking and helped entrepreneurs avoid common growth mistakes. In Fruktbudet, he leads the board work based on ownership directives, while staying close to the business and operational decisions.

Perhaps most importantly, however, is his view on the people behind the business idea:

“The product needs to have substance and relevance. But it is always the person behind it that makes the difference. Drive, competence, understanding of finance, and the willingness to do the work, that is what matters.”

This perspective aligns closely with Hammarviken’s and Yuncture’s investment philosophy: we do not just invest in ideas, we invest in people.

Casper, founder of MyBlend

Motto – “Practice what you preach”

A phrase Mats often returns to is “You have to practice what you preach.” For him, it is about transparency, no hidden agendas, and standing by your decisions. The same principle applies both in the boardroom and in everyday life. It also reflects how Hammarviken works.

What does Mats look for when entering a company?

With experience from both large corporations and entrepreneur driven companies, Mats has developed a strong ability to quickly analyze an organization. He looks at history, leadership, processes, financials, USPs, and how the management team works together. Is the organization intact? Is there clarity in direction? Is the identity anchored? It often becomes clear quite quickly where the challenges are and where the potential lies.

The future within Food & Retail

The foodtech and retail market has been more cautious recently. Things are moving somewhat slower at the moment. Innovation needs to be clear and positioning needs to be right. The market is not ready for just anything. At the same time, the ambition remains strong. Yuncture Food & Retail is open to new investments when the right companies emerge. The product needs to be relevant and preferably unique, and the person behind it remains the most important factor.

7 quick questions with Mats Bejmyr

What drives you today?


What gives me energy is people, development, and the opportunity to contribute.

What are you most proud of in your career?


The relationships I have built over the years. Many of them date back to the 1990s and are still important to me today.

If you had not worked in food and retail?

I would have been a teacher, preferably a PE teacher.

Best quality in the boardroom?


Being attentive and structured.

What must you always have at home?


Coffee and eggs.

Guilty pleasure?

Swedish crayfish.

What defines a good entrepreneur?

Drive, competence, and the ability to understand the business.