Michael Norén is the Sustainability Manager at Reitan Convenience Sweden, the franchisor for Pressbyrån and 7-Eleven with nearly 400 stores across the country. He drives the company's sustainability agenda and leads strategic innovation partnerships. A key focus is Pressbyrån PBX, the company’s "living lab" in Stockholm. Here, Michael oversees the pilot testing of new sustainable and health-driven products, with the goal of scaling successful solutions across the larger store network—bridging the gap between emerging food tech brands and the modern convenience consumer.