In a world drowning in greenwashing, a Swedish nonprofit with just 55 employees quietly certifies over 20% of the country's farmland. KRAV isn't a tech startup—it's the infrastructure of trust for Scandinavian sustainability.

"KRAV doesn't sell products—it sells credibility. And credibility scales better than any SaaS subscription."

The leadership team tells a story of operational excellence over disruption. CEO Anita Falkenek leads a crew of specialists—from Klara Danielsson in communications to Staffan Carlberg in public sector business development. This isn't a founder-led startup; it's a professionally managed institution. The diversity of roles (agriculture, licensing, customer care) reveals a complex B2B2C operation where they must simultaneously serve farmers, retailers, and end consumers.

• Infrastructure play: They're not a platform but the underlying trust layer
• B2B2C model: Certify producers who then sell to retailers who market to consumers
• Regulatory advantage: Swedish environmental standards create natural demand
• Network effects: More certified farms → more retailer adoption → more consumer trust
• Asset-light: No physical assets, just intellectual property and reputation