“Passion sells” says the founder of Middagsfrid

Kicki Theander was the guest speaker at the CCFS lunch conference that took place on December the 2nd.  It was an inspiring and passionate lecture about how the business idea was born and how the company Middagsfrid was created.

Kicki Theander started her own business, Middagsfrid, in 2007. The business idea is to deliver grocery bags for family dinners together with recepies and cooking instructions. Middagsfrid was the first to launch this concept on the Swedish market. Kicki told us about how she as a management consultant felt she wanted to do something else and she went to see a coach. After two weeks she had found what she wanted to do and had defined her business idea, but she was hesitating about starting her own business.  She doesn’t have any entrepreneurial background and, according to herself, no winner instinct nor was earning money a driving force.  She thought, as a lot of people do, that only a certain type of people can become entrepreneurs and she didn’t  feel she belonged to that category. 

However, finally she decided to start her business and it has been very successful. The proposed service met a real need on the market and the company now has 6000 subscription customers in Sweden. The company has about 200 clients in Norway, some in Denmark, and now the concept is being launched in Germany.

According to Kicki, one of the success factors is that passion sells. People see if you are passionate about what you do and this sells. Middagsfrid has also a big focus on quality (a lot of ecological food and as little additives as possible) and a great engagement in sustainability.  For example, a dinner provided from Middagsfrid has a 40% lower carbon footprint than a normal dinner.  They have also stayed focused on the initial idea, the main course.
More information on www.middagsfrid.se



This last CCFS event of the year took place at PricewaterhouseCoopers , member of the Chamber, and we thank PwC for their hospitality.

Text & photo: Kristina Hulteberg, CCFS