tml Partners appoint newly created Chief Sustainability Officer for McDonalds franchise in the Nordics

Case Studies

Food Folk is the master franchisee for McDonalds’ Nordic operations, owned by Terra Firma.

Acquired in March 2017, this was a unique transaction for McDonald’s in that they had not previously let someone else take over a franchised system within the organisation.

With over 400 restaurants in Sweden, Denmark, Norway and Finland, Food Folk is the leading quick service restaurant (QSR) business in Scandinavia. Over 93% of the restaurants are operated by franchises. The restaurants serve over 152 million guests every year and generate €1.3bn in sales.

tml Partners have a long-standing partnership with Terra Firma who have a 26-year track record of investing in transformational private equity. In this time they have invested in 35 businesses across 19 sectors. Terra Firma is a private equity firms that acts as the advisor to the Hands Family Office – The Chairman and Chief Investment Officer of Terra Firma is Guy Hands.

Having supported Terra Firma with a number of strategic appointments across their portfolio. Simon Bassett and Emma Morrison led the project team and tml Partners successfully appointed Laura Kemp-Pedersen in the newly created leadership role for their Chief Sustainability Officer.

Laura is a Global marketing professional who has worked at the intersection of private equity and sustainability for the delivery of both profit and impact. She has over 25 years of international experience in transformational branding, marketing, and communications and is deeply networked across the private equity ecosystem with brand amplifying organisations including World Bank, IFC, UNPRI, GIIN, and with a diverse set of investors from DFIs to Foundations, Family Offices and large institutions.

Notably Laura is also an advocate for increasing the representation of women in private equity. Formerly Chair of the Emerging Market Private Equity Association’s Gender Parity Acceleration Group

About tml:

tml Partners is an international executive marketing recruitment firm specialising in senior marketing appointments up to board level, across marketing, business development and corporate communications.

As a specialist marketing headhunter, Emma Morrison is currently partnering with leading and high growth clients to support the best in class development of in-house marketing, innovation, communications and digital functions – working across both permanent and interim briefs.

To learn more about how Emma and the team at tml Partners can support the growth of your marketing function, please get in touch at

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