As sustainability reshapes rural industries, Willab AB delivers smart, ethical solutions in agriculture and animal care – combining innovation, functionality, and environmental focus to drive meaningful, long-term change across farms, stables, and supply chains.
In an era when sustainability is no longer a buzzword but a business imperative, few leaders stand out quite like Louise Strand, recently honoured as the CEO of the Year in Sustainability for her visionary leadership in agriculture and animal care. As the driving force behind Willab AB, Louise’s unwavering dedication to ethical practices, environmental stewardship, and inclusive leadership has propelled both this revolutionary organisation – and the entire industry towards a more sustainable future.
A Personal Mission Turned Corporate Vision
Louise’s journey into sustainable leadership is deeply personal. Following the tragic loss of her father to suicide, she found solace in animals – especially horses. “Animals never judge,” Louise states. “They sense tranquillity in a way humans never can.” That grounding presence of animals during a formative time in her life planted the seeds of a lifelong commitment to animal welfare and mental health advocacy, both of which now infuse her work at Willab AB.
Today, that passion translates into a leadership style that not only puts sustainability at the forefront but also creates a real sense of innovation, inclusivity, and long-term planning. Louise is known for truly listening – to both people and animals, and then crafting visionary strategies that unite her team with purpose. Her ability to turn compassion into concrete action is rare, and it’s changing the face of rural business in Sweden and beyond.
Willab AB: Rooted in Nature, Driven by Innovation
Based in northwestern Skåne, Willab AB has been a cornerstone of the agricultural and equestrian industries since its founding in 1972. Originally focused on basic farming accessories, the company has grown into a comprehensive supplier / manufacturer of over 5,000 high-quality products across five key categories: Agriculture, Farm Equipment, Fencing, Horse & Rider, and Supplements and Nutritional Care.
Willab’s success lies not only in the breadth of its product range but in its steadfast commitment to quality, safety, and functionality. “We want to help farmers and riders through smart, innovative products that make everyday life easier in the stable and on the farm,” Louise explains. This ethos of simplicity and value is the backbone of Willab’s Customer Promise: to make working with the company easy, productive, and rewarding.
Sustainability from the Ground Up
Under Louise’s leadership, the company is continuing important sustainability initiatives – re-evaluating packaging and logistics, expanding sustainable product lines, and embedding environmentally responsible practices throughout operations. These efforts build on earlier foundations and are not just greenwashing; they are data-driven, goal-oriented, and deeply integrated into the company’s DNA.
As a result of these initiatives, Willab has significantly reduced the carbon footprint of its operations. From energy-efficient warehousing to the promotion of products made from recycled or renewable materials, the company’s commitment is clear. Louise’s strategic leadership has made sustainability a core component of everyday decision-making rather than a separate department or campaign.
Even more impressively, these internal improvements are matched by Willab’s external impact. The company actively collaborates with suppliers and retailers to ensure sustainability is prioritised across the supply chain. Through workshops, training, and strategic partnerships, Willab influences the broader industry to adopt more sustainable practices—just as Louise has always envisioned.
A Culture of Collaboration and Care
What truly sets Louise apart as a leader is her ability to align business goals with human values, without compromising on clarity or ambition. She is seen as a strong, goal-oriented leader who combines empathy with high expectations. Employees describe her as inclusive, skilled, and genuinely attentive—yet also firm in setting clear direction and holding high standards. ‘She listens first and plans second,’ one team member says, ‘and her plans always bring out the best in everyone.”
This inclusive culture has led to a dynamic, collaborative workplace where innovation thrives. Louise empowers employees to challenge the status quo and propose new, sustainable ideas.
Willab’s horse care products have long been trusted by stables across several continents, thanks to the company’s deep expertise and commitment to quality. This legacy not only reflects the company’s strengths, but also resonates deeply with Louise’s own values – particularly her passion for animal welfare and ethical product development.
Bridging Sustainability and Mental Health
Louise is also a strong advocate for the increasing recognition of animals as valuable therapeutic companions. “We now understand just how much animals can support individuals facing mental health challenges, especially children,” she explains. This awareness has long been a guiding principle at Willab, influencing the design of many of our products to be not only practical but also emotionally supportive and empathetically crafted. It’s a perspective that fills me with pride every time I share where I work.
In fact, much of Willab’s recent knowledge-sharing efforts, available through the Willab.se/kunskap platform, delve into topics such as animal-assisted therapy, sustainable rural development, and ethical breeding practices. By promoting these discussions, Louise ensures that sustainability encompasses not only the environment but the emotional well-being of people who live and work with animals.
A Legacy in the Making
Winning the CEO of the Year in Sustainability award is more than a personal accolade for Louise – it’s a milestone in a much larger journey. Under her guidance, Willab AB isn’t just reacting to trends; it’s setting them. The company aims to become a shining light for businesses looking to combine profitability with purpose, and Louise is leading the way with humility, insight, and a fierce sense of responsibility.
For seasoned farmers, experienced equestrians, and those newly drawn to the rhythms of rural life, Louise and the team at Willab are dedicated to enhancing that experience, making it easier, safer, and more sustainable. With over 50 years of heritage, a growing global presence, and a CEO who leads with both strategic clarity and genuine care, Willab AB not only responds to the evolving needs of modern agriculture and animal care, but is actively shaping its future. As the industry faces new challenges and opportunities, Willab remains committed to supporting the people at its heart – today and for generations to come.
With durable solutions for fencing, feeding, stabling, and pet care—alongside a strong focus on long-term functionality and environmental responsibility, https://www.willab.se serves as both a supplier and knowledge hub. The site also features expert articles and practical guides, making it a valuable destination for those invested in efficient, modern rural living.
Visit the company website – Willab.se – to explore a comprehensive range of over 5,000 products that promote sustainable, high-quality living for farmers, equestrians, and animal caretakers.
