New business venture – spreading knowledge for sustainable wine production
Company
At Arkitektens Vingård in Södra Mellby on Österlen, Jesper Friberg produces natural wines with the ambition of steering the Swedish wine industry in a sustainable direction. Jesper has traveled around the world, gathering valuable experiences from vineyards in New Zealand and renowned wine producers in Europe. He has also collaborated closely with pioneers in Swedish wine production.
Two years ago, Jesper teamed up with Sven-Erik Borglund, who founded the vinyard at Arkitektens Vingård in 2009. Sven-Erik shares Jesper's passion for both the grapes and the district. Since then, Jesper has been producing wine at the facility under the brand J. Friberg, using grapes from both the estate and other vineyards in the region.
The natural wines from J. Friberg are characterized by their purity, with only small amounts of sulfur added to prevent oxidation and the growth of unwanted microorganisms. The goal is to let the grapes speak for themselves and convey the essence of the place where they grow.
Task
Effectively maximizing yields from the land is not a goal that Jesper or Sven-Erik pursue. For them, it’s about cultivating in harmony with the earth’s conditions. At the same time, J. Friberg Vin needs to be profitable to invest further in its operations, which is something that creates incentives to explore alternative income sources. With a strong drive to transform the wine industry and a curiosity about alternative cultivation and production methods, the company has the potential to become a knowledge hub for sustainable wine production in Sweden.
This project aims to view the business from fresh perspectives and provide suggestions on how J. Friberg Vin can create new business opportunities through its commitment to a sustainable Swedish wine industry. Drawing inspiration from other knowledge-driven enterprises within the agricultural sector, this project seeks to develop a proposal that focuses on knowledge, inspiration, and growth. How can such a concept be effectively packaged, and how can profitability be generated within the business?
Related sustainability goals
