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With a focus on craftsmanship, local production and promoting the local business community, Katarina Holmberg has been running Norrtelje Musteri since 2017. Together with her husband Toni, she has built a full-scale micro-juice factory that turns Swedish apples into refreshing apple cider. In addition to the must, Katarina also produces different varieties of juice, jam and marmalade. People can also bring their own apples to the factory to have them mustached.
But it was far from a given that Katarina would choose the entrepreneurial life. For more than 20 years, she worked within the authorities. Slowly but surely, however, the dream of running her own took over and for seven years she took the plunge. The interest in artisanal cider proved to be great and customers quickly found Norrtelje Musteri.
“I wanted to decide my own time and choose how much I would work. There was a lot to learn and take in but it fell into place during the ride. Today I definitely work more than I did before, but I do it with pleasure because I get to do what I want.”
Founded
2017
Headquarters
Norrtälje, Sweden
Employees
3
Katarina has for a couple of years also ran Norrtelje Lanthandel in an old petrol station next to the factory's premises. There she sells her own products in the shop, and she also invites local producers to give them the opportunity to sell their products. Protecting the local business community is close to Katarina's heart and she wants to get more people to choose locally more often.
“It's hard enough as a small business owner when you're producing something that's also available at a larger producer. But when the larger producer gets into trouble, then there will be larger shortages throughout Sweden. It's important to nurture local traders to ensure that the community gets around."
When working with natural ingredients with distinct seasons it is natural that the business will also be seasonal, which is the case for Norrtelje Musteri. There also needs to be enough liquidity to be able to buy in and take advantage of a good batch of apples when the opportunity arises. Therefore, Katarina turned to Froda.
'I've realised over time that it's natural to use finance to balance the company's finances and maintain balance. The main advantage of Froda is the simplicity, that it is fast and that I can post the refund to suit my business. I am more than satisfied.”
What does the future look like for Norrtelje Musteri?
Katarina wants to invest in solar panels to power production with solar energy. She states that the goal is not to scale up to a large-scale cider factory. Instead, she wants to promote the local business community and get more people to dare to start developing Campus Roslagen, where the cider factory and boutique is located.
“There are several premises that can certainly be used better. A pottery workshop, bakery, carpentry shop or cafe had provided the pulse and created a gathering place for everyone to be at.”
Om Froda AB
Froda was founded in 2015 with a clear mission to democratize the access to financing and provide small and medium-sized businesses with the same opportunities to grow as large ones. Through digital processes and technological innovation, Froda has shortened the loan process from months to minutes, making it easy for entrepreneurs to invest in their ideas.
Today, Froda is one of Sweden's fastest-growing tech companies with a 1.7 billion SEK valuation and well known investors such as Karl-Johan Persson, Nicklas Storåkers and Victor Jacobsson among the owners.
In 2021, Froda launched a strategic initiative within embedded financing and through it, we have expanded to the Nordics and the UK, as well as having established partnerships with Visa, Lunar and Checkout.com among others.
Froda is a credit market company regulated by the Swedish Financial Supervisory Authority.
