Beyond his professional pursuits, Jesse's passion for speed and racing defined much of his youth.
Viktoria Forsberg
Chief Executive Officer, WILD&BERG
Viktoria Forsberg
Chief Executive Officer, WILD&BERG
In a world inundated with on-the-go lifestyles and the perpetual hustle, the quest for nutritious, yet convenient snacks has never been more imperative. Enter companies like Wild&Berg, where the pursuit of a healthier, more sustainable snack becomes an adventure, not a compromise. In a sea of mass-produced, overly processed alternatives, Wild&Berg stands as a beacon of wholesome goodness, crafted from the heart of nature itself. As society races forward, the need for snacks that fuel both body and mind, without sacrificing taste or quality, becomes increasingly apparent. It’s not just about sustenance; it’s a movement toward conscious, nourishing indulgence that aligns with the rhythm of modern life.
At the helm of this flavorful revolution is Viktoria Forsberg, a visionary entrepreneur who not only brought Wild&Berg to life but also emerges as one of The Most Influential Women Leaders to Watch in 2023. Her journey from the sports arenas to product development, advertising, and now crafting delectable, nature-infused snacks mirrors a dedication to redefining how we nourish ourselves. Viktoria’s commitment to a complete life, underscored by the Wild&Berg philosophy, positions her as a trailblazer, shaping the future of snacking and earning her a well-deserved spot among the influential leaders of the year.
From Skiing Trails to Kitchen Tales
As a young cross-country skier, Viktoria traveled extensively during weekends for competitions across Finland, facing long and demanding days. Recognizing the absence of healthy options at competition venues, even as a teenager, she took it upon herself to prepare post-competition snacks for every event. Entrusting her creations to her mother, Viktoria’s mom played a crucial role in ensuring she received her snacks promptly after each competition. Back at home, the kitchen served as Viktoria’s experimentation ground for crafting new snacks, complementing her mother’s expertise in baking traditional Finnish cakes and bread.
The kitchen, for Viktoria, transcended its culinary purpose; it became a center for familial bonding and warmth. Together, the family dedicated numerous hours to process the fruits of their garden and forest expeditions. From berry picking to hunting, the autumn season held particular significance, bridging the gap between harvesting nature’s bounty and preparing for the colder months. As the family gathered around in the kitchen during dark autumn nights, the focus shifted to preserving the harvest, reinforcing the bonds of family while emphasizing the importance of nourishing themselves with the fruits of their labor.
The family’s adherence to clean and healthy eating, featuring staples like oat porridge, homemade bread, homegrown potatoes, and locally sourced meat, ingrained in Viktoria the importance of knowing the origins of her food and maintaining high quality. Ready-made food was often deemed inferior, underscoring the family’s preference for the authentic and nutritious. Drawing inspiration from her experiences as a young skier and the desire for snacks that provided essential nutrition without empty calories, Viktoria embarked on developing Wild&Berg products. The snacks aimed to embody her vision of cleanliness, kindness, and naturalness, eschewing sweeteners, preservatives, and added sugars. Oats and rye, foundational elements of her upbringing, naturally became key ingredients in the development process.
A Trailblazing Odyssey
After completing her sports gymnasium, Victoria pursued studies in “Aussenhandel und Marketing” in Vaasa, followed by two years at Fachhochschule Kiel, earning her BBA after four years. Her professional journey led her to a wholesaler in Jacobstad, specializing in fruits, vegetables, and fresh salads, where she initially worked in sales and marketing. As her career progressed, Victoria delved into product and brand development, culminating in the successful launch of the Hetki-Salads brand in 2011. The company, which started with a team of 60, has since grown to over 500 employees at Fresh.
Although not an owner, Victoria’s unwavering dedication made her feel like one. She played a pivotal role in significant accomplishments, including the introduction of new products, brand launches across Finland, and active involvement in logistics, raw material purchasing, packaging, and production due to the company’s small size.
After over 12 years and with three young children at home, Victoria decided to make a change in 2016. Seeking a more centralized role in marketing and spending less time on the road, she left her job at Fresh and founded Seger Marketing in the smallest village in Finland. Initially a one-woman show, Victoria gradually expanded her team to 13 people in five years, ultimately selling the company to a large media company in Ostrobotnia.
This experience proved invaluable and contributed to Victoria’s ability to swiftly develop and grow her current snacking company. Following the sale of Seger Marketing, she took a three-month break before launching V Forsberg Consulting, a marketing consulting company, and Lissn Consulting, an employer branding company. Concurrently, Victoria began experimenting with snack product development, aiming to create snacks she would have wanted during her busy days leading a marketing company or after training sessions.
Nourishing Innovation
An astute observer, Victoria noticed the prevalence of protein bars loaded with questionable additives, leaving consumers uncertain about the true nature of these products. On the other end of the spectrum, while more natural options like date bars existed, they often relied heavily on the taste of dates, limiting their universal appeal. Victoria sought to bridge this gap, envisioning a product that combined the natural essence of a raw bar with the protein richness of a protein bar.
Driven by the understanding that the body requires more than just protein, she formulated “fullsnack,” a product meticulously designed to provide comprehensive nutrition. This includes a substantial amount of protein and fiber, complemented by good slow carbs and healthy fats. The goal is clear—to offer a snack that not only delights taste buds but also fulfills diverse nutritional needs.
Navigating the challenges of establishing the brand, Victoria recognizes the need to communicate what fullsnack truly represents. Despite robust marketing efforts across social media, press, and events, as well as strategic positioning on store shelves, fierce competition persists. Contemplating the next steps, Victoria is considering raising funds and seeking an investor who shares the vision for the emerging snack category—fullsnack. The ideal investor, in her eyes, is someone who not only believes in the product but also acknowledges her innovative capabilities.
Victoria’s experiences with hunting and traditional recipes have played a pivotal role in shaping the philosophy behind Wild&Berg’s snacks. Rooted in the belief that food should be directly sourced from nature rather than crafted in a food laboratory, Victoria draws inspiration from autumn weekends in the Finnish woods. The profound connection with nature informs the approach to Wild&Berg’s snacks, echoing the raw beauty and challenges of the natural world. The snacks embody the age-old survival wisdom ingrained in the natural order, reflecting the enduring connection between nature and nourishment.
The philosophy guiding the selection of ingredients for Wild&Berg products aligns with the belief that snacks should not only be delicious but also wholesome and nourishing. In a market saturated with overly processed options, the focus is on providing a balanced alternative. By carefully choosing high-quality proteins, fiber-rich components, good slow carbs, and healthy fats, Wild&Berg aims to offer a snack that satisfies cravings while fulfilling diverse nutritional needs. “It’s a commitment to creating a product that resonates with a modern, health-conscious lifestyle while staying true to the raw and authentic elements inspired by the wilderness”, concluded Viktoria Forsberg.
Company
WILD&BERG
Management
Viktoria Forsberg
Chief Executive Officer
Description
The worthy name of the product, Wild&Berg, tells a story not only about nature and its gifts, but also about a wild entrepreneur who, with the steadfastness of the mountain, believes and takes his company forward. An uncompromising business is run from the smallest village in Finland, whose values include the forest, the countryside and natural energy.
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