Our People
Christian Holst – Founder & CEO:
Christian Holst brings over 20 years of executive experience from leading international
FMCG companies, including Diageo, Mars, and Solera Beverage Group. Known for
delivering consistent results above target, he has held pivotal roles such as CEO, Country Director, and HR Director across Nordic and European markets.
With deep expertise in sales, marketing, and organizational development, Christian has
successfully led multimarket teams, transformed company cultures, and driven both top-line growth and operational excellence. His leadership is marked by a strong commitment to people engagement — achieving the highest employee engagement scores in Diageo Europe for two consecutive years.Hans Lundestad - Founder & CEO:
35 years in European health, beauty and wellness product logistics & sourcing. Have created several products / brands for customers and have brought and launched major brands like Nature Plus, NewChapter, GaiaHerbs, HerbPharm, Ancient Nutrition, Rishi Tea, Parma Tea, Buddha Tea, MyChelle and MadHippie to Europe. Created and launched the Ski Wear Brand KJUS in 2000 and get awarded with 8 prices for the brand concept.
Lea Stefine Tryggvason – Digital Strategist & AI Solutions Partner:
Lea brings a unique combination of strategic marketing insight, creative storytelling, and cutting-edge AI implementation to Herba Trading. Through her company SAI , she delivers tailored digital marketing solutions and advanced AI agents that help streamline operations, enhance customer experience, and accelerate brand growth.
With a background in both marketing and technology, Lea has built a portfolio that bridges human connection with intelligent automation. Her work ensures that Herba Trading’s digital presence is not only visually compelling, but also optimized for engagement, efficiency, and long-term scalability.
William Lente - Digital Designer & Web Developer:
William brings a dynamic blend of entrepreneurship, creative strategy, and digital expertise to Herba Trading. With a background in graphic design, e-commerce, and web development, he has helped build and position multiple premium wellness brands – as well as a wide range of other businesses and brand concepts.