2025 Grocery Industry Icons & Innovators

Louise Fritjofsson is a four-time founder and mission-driven entrepreneur with two successful exits across Europe and the United States. Her ventures have spanned e-commerce, digital marketplaces, and adtech—giving her a unique and global perspective on building companies that scale. Named “Entrepreneur of the Year” and recognized as one of Europe’s leading female founders, Louise is passionate about using business as a force for good.

Today, she is the Founder & CEO of Martie, the online discount grocer turning food waste into opportunity. Martie helps everyday families save up to 80% on high-quality staples while tackling the urgent issue of food waste and insecurity.

Louise has been featured in Fortune, CBS, NBC, FOX, Entrepreneur, Techcrunch, Forbes and more, sharing her insights on entrepreneurship, sustainability, and building mission-driven brands.