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Lars Lundström is an experienced leader in sustainability and business development, currently serving as the Head of Product Sustainability and Chief Sustainability Officer at Stegra since September 2021, focusing on climate challenges and green re-industrialization in Norrbotten, Sweden and the EU. With a long-standing role as Chairman of the Board at Gavial since April 2006, Lars has also owned and operated Percima, a management consulting and advisory firm, since July 2015. Previous positions include Secretary General of Friluftsfrämjandet, Ordförande at Svenska Skidrådet, and various leadership roles at Citat, where Lars served as Managing Director and Executive Vice President. Lars founded Proceedo in 1999, growing the company significantly across multiple countries. Education includes a Master of Science in Business Administration from the Stockholm School of Economics and specialized training in skiing and leadership.