Farmers' National Federation – a grassroots movement in constant transformation

From state grain prices to GPS-controlled tractors

What we today know as LRF – the Federation of Swedish Farmers – emerged in the 1970s when two farmer organizations merged. It was a different time then. The state set the prices for milk and grain, and LRF negotiated on behalf of its members. Since then, much has changed. Deregulations, EU membership, and structural shifts have shaped a new landscape for Sweden's farmers.

”We are an industry in constant transition. It requires financial muscle, curiosity, and an interest in technology to run a large operation within the green sectors. Today, tractors are controlled by GPS and milking is done via robots,” says Johan Tufvesson, head of digital channels at LRF. ”It is an exciting industry with a fast pace – but also great challenges.”

From scattered voices to unified influence – synchronized communication as a key tool

With its 120,000 members, LRF is both Sweden's largest business organization in the green sectors and a vibrant grassroots movement. Local engagement and democratic processes characterize everything from municipal departments to the national federation meeting.

”We stand on two legs,” says Johan. “One is the local presence, the other is the strong agricultural policy mandate. Together, this gives us a unique position to drive issues that make a difference for our farmers on a daily basis.”

For LRF, communication is not just a way to reach out – it is one of the organization's most important tools for gathering voices from across the country and making them heard where it really matters. In an organization where opinions and needs vary between industries, regions, and members, structured solutions are required to keep the whole together. Through digital platforms, targeted flows, and smart formats, conditions are created for dialogue, engagement, and real influence – both locally and nationally. This is how LRF transforms diversity into impact.

Ola Ekstrand has followed LRF's digital journey from the inside for over a decade – a journey he has actively helped to drive forward. When he started, he was somewhat of a one-man army, responsible for both the website, intranet, and social media. Today, he leads the work on LRF's web platform in close collaboration with the communications department and the development team at Toxic.

”Communication is absolutely crucial in an organization like ours. It is how we gather, engage, and influence,” says Ola. “We want to create digital tools that make it easier for our members to

Challenges and transition – both locally and globally

The green industries are undergoing a significant transition. Farms are closing down, operations are merging, and those that remain need to grow substantially to be economically sustainable. This means that the number of farmers is decreasing – while the demands are increasing. Today's farmers need to be entrepreneurs, employers, technology specialists, and sustainability strategists all at once. Investments in GPS-controlled tractors, milking robots, and digital tools are no longer exceptions – they are prerequisites for continuing operations.

At the same time, society around is changing. Regulations are becoming more numerous and complex, young people are struggling to enter the industry, and profitability is being pressured as global competition and climate challenges affect the entire food chain. For LRF, this means a constantly ongoing effort; to support both those already in the industry and pave the way for the next generation of entrepreneurs in agriculture, forestry, gardening, and food.

“We have a strong local presence, but we also need to be where decisions are made – at the municipal level, in regions, and in Brussels,” says Johan. “We are not focusing on one thing or another – we must be everywhere.”

And it is precisely at the intersection of local presence and national impact that LRF's mission becomes most clear: to bring together voices, experiences, and needs from across the country – and transform them into concrete influence. Through advocacy, industry policy expertise, and member-focused communication, LRF builds bridges between everyday life on the farm and decision-making in the highest echelons of society. In this work, LRF becomes not just a voice for its members – but a driving force for an entire industry in transition.

Forward – with sustainability and relevance as guiding stars

The future for LRF is about both embracing the grassroots movement and increasing efficiency. Some initiatives that lie ahead include strengthening the brand, developing more common tools for the regions, and investing in future industries.

“We want to continue to be relevant,” says Johan. “It’s about sustainability, innovation, and creating the best possible conditions for running businesses in the green sectors. This is not a luxury issue – it’s a matter of food on the table.”

When we leave the House of the Green Business, it is clear that LRF is more than an organization – it is a context. A network of people, ideas, and engagement that together shape the future of Sweden's green industries.

It is about much more than tractors, harvests, and forests – it is about securing access to food, caring for the landscape, and creating vibrant communities across the country. In a time when global crises, climate challenges, and rapid technological development impose new demands, a force is needed that can gather, drive, and show the way.

LRF is just that force. And the more complex and fast-moving the world becomes, the more important their mission becomes: to be the link between land and politics, between individuals and society – and to give a voice to those who cultivate, harvest, produce, and build our common future.