Norex’s new product manager swam from the depths of the archipelago to the pinnacle of the wine world
Linda Forssell brings to Norex a unique combination of international background, years of experience in the wine industry, and a burning passion for gastronomy. She has come a long way from abroad, via Korppoo to the capital region, where she now focuses on developing the product range and strengthening Norex’s position in the market. Linda is ready to leverage her expertise and bring customers new experiences through quality wines and innovative products.
Childhood abroad sparked an interest in food and wine
Linda hasn’t always lived in Finland. She spent part of her childhood in the United States and France, where her family had a strong connection to food and drink. “My father worked as an ambassador and my mother, who was a skilled cook, hosted many events for international guests,” she says. “Food and wine were always present in our family and they left a lasting impression.”
Over time, this interest grew even stronger, and alongside her studies, Linda began working in restaurants and at Alko. “That’s where the journey towards the wine industry began, which became my professional passion.”
Solid expertise in the wine industry and an interest in trying new things
Linda has worked at many wine import companies, as well as at Viking Line. Everywhere she has focused on wine marketing and product range development. “I’ve worked with wines for almost my entire adult life,” she says. “I love different wines, but I especially enjoy trying new regions and products. I rarely buy the same wine twice in a row!” Currently, Austrian white wines and Portuguese red wines are Linda’s favorites. “Both countries offer interesting grape varieties and blends.”
Linda says she has been following Norex for a long time and has seen their strong reputation in the market. “I knew about Norex’s quality products and had heard good things about the work community atmosphere,” she notes. “When the position opened up, it felt natural to apply here. Team spirit and quality are Norex’s strengths, and I wanted to be part of that.”
In her new role, Linda wants to continue Norex’s high-quality service and take the product portfolio forward. “I intend to ensure that the products and producers under my responsibility are well taken care of. My predecessor did wonderful work, and I want to continue from where they left off.”
Strong values and transparency as part of daily work
Linda values Norex’s values and wants to make their implementation visible in her own work. “It’s important to me that I’m transparent and honest,” she says. “I always stand behind my words and don’t make empty promises.”
She also closely follows wine industry trends and developments. “I follow industry magazines, social media, and podcasts. The wine world is so rich, containing history, geography, and culture—there’s always something new to learn,” she describes.
When asked what inspires her most in the wine industry, the answer is simple: people. “People make this industry so interesting. I get to learn not only about wine but also about the producers’ culture and history. Working with wines is so much more than just tasting wine.”
At Norex, Linda gets to combine her love of wines and her desire to develop products for the enjoyment of an ever-wider audience. “I’m happy to be part of the Norex team and to bring my expertise to their use. I look forward to future challenges.”
