I am senior scientist for innovation and leader of Nofimas strategic research program “FoodForFuture”. In my research I focus on understanding of hidden consumer/customer needs to identify opportunties for innovation, develop and establish innovation tools in order to increase success rate and value generation of innovations, and contribute to understanding and formation of networks and other forms of collaboration. Many of the project I am engaged in facilitate sustainability transition initiatives and projects with strong focus on plant-based and other alternative proteins. I have extensive experience from different strategic roles in industry. I have been leading R&D groups and innovation projects in the FMCG industry (food, cosmetics, packaging etc.). I was also responsible for global product and technology strategies and migration plans and have broad experience in leading organizational improvements.