“It’s hard to describe the feeling when you arrive here – the beautiful surroundings, the climate…” says Thomas Östlund, CEO of Svenskt Butikskött. “There are vast natural pastures for the animals to graze and there’s a long tradition of animal farming.” Östlund, whose father founded the company, grew up helping out with the family business during weekends and holidays before becoming a professional ice hockey player. It was never set in stone that he would return, but in 2004, after 20 years as a professional in Sweden and Switzerland, he took over from his father – a second but striking career.

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