EU Business News- European CEO of the Year Awards 2025 AgriTech CEO of the Year 2025 (Sweden): Anders Bruce Plant nutrition is an essential element of any successful gardener’s strategy, but it is also an exact science. Over- or under-fertilising plants can be detrimental, but the correct balance can yield truly magical results. LMI AB is a company striving to uplift the agricultural sector by providing unrivalled cultivation analyses and plant nutrients tailored to meet the unique needs of each plant it serves. LMI’s mission is being strategically steered by Anders Bruce, CEO and a recent recipient in the European CEO of the Year Awards 2025. We took a closer look at Anders’ significant success, below. Nutrition plays a key role in promoting healthy and sustainable plant growth, consisting of three primary players: nitrogen, phosphorus, and potassium. Providing these essential nutrients in the right balance is the secret to maintaining plant health, strengthening immune systems, and maximising the potential for flowering and fruiting. This can be a daunting process, which is precisely where LMI steps in. Catering to the professional growers in gardening, green areas, agriculture, and forest nurseries, LMI utilises its very own plant nutrition laboratory to analyse soil, plants, and water before delivering answers with speed, precision, and expertise. Liquid Micro Nutrients was founded in 1948 by Lennart Månsson, aiming to help professional growers with pest control and plant diseases. Today, LMI stands as Sweden’s largest producer of liquid plant nutrition and a proud supplier to some of the most important players in the Swedish market, such as Lantmännen, DLA Swedish Agro, and Svenska Foder. For more than 75 years, the company has been an instrumental player in their growth, aiding them with analyses of soil, water, and plant sap to provide advice on fertilisation that will optimise yield and minimise over-fertilisation. The company is helmed by Anders Bruce, an experienced CEO boasting a demonstrated history of working in the chemicals and logistics industry. A certified board member with a strategic approach, he is skilled in negotiation, operations management, freight, sales, and sales management. He has held numerous positions within sales over the last 25 years, working all the way from sales representative – via Key Account Manager and Sales Director – to CEO. Across these varying roles, Anders has always worked closely with the market and his clients – regardless of the sector. In 2012, Anders started working at LMI, initially taking on the role as Site Manager. When the company was bought by a corporate conglomerate in 2017, Anders was appointed the position of LMI’s CEO. Over the next eight years, LMI has seen a strong growth in revenue under Anders’ guidance – a development that he believes can be attributed to the more market-oriented leadership he has implemented across the organisation. When approaching new clients, Anders’ key role is to always complete your homework first – saving time typically wasted by conducting cold calls without research. A company should know what products the client may be interested in, learn each industry’s buy signals, and – most importantly – remember that without a relationship with the client, business will not succeed. In everything Anders does, he operates with the strong belief: “Business is done between people, not companies.” This philosophy is extended to LMI’s internal culture; beyond a strong market orientation, Anders leads his team with empathy and encouragement. One of the CEO’s core focuses is that each member of the team shall come to work and feel that they are an important piece of the bigger picture, both personally and professionally. To this end, Anders practices an important exercise of putting himself in the shoes of any person in his team to understand their own unique perspective, ensuring that his employees know that they are always seen and recognised by their CEO. Anders’ people- and market-first approach has allowed him to lead LMI to significant success, positioning the company at the very forefront of the industry’s development. But for the CEO and his team, the journey has only just begun. At present, LMI is working on new products and services in collaboration with partners around the world, on an ongoing mission to continually improve its offerings and expand its services into new markets. To Anders, each day of work is an opportunity for enjoyment and growth, and he strives to remain a core part of LMI’s accelerated trajectory for many years to come. Beyond that, the dedicated team will continue working hard to ensure that LMI remains a trusted partner for growers and farmers in the future, steered by the seasoned expertise of Anders Bruce, rightfully named Sweden’s AgriTech CEO of the Year 2025. Contact: Anders Bruce Company: LMI AB Web Address: www.lmiab.com AIS-Jun25013
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