About us
We want to contribute to the transformation of the plastics industry—one of the most environmentally hazardous industries for our planet. For nearly a decade, we have built unique expertise and experience in the development and production of high-quality biomaterials that replace fossil-based plastics.
Our biomaterials significantly reduce CO2 emissions, are biodegradable and recyclable, and do not leave traces of harmful microplastics.
We offer world-leading* biomaterials primarily for injection-molded plastic constructions that require high standards of flame resistance and heat tolerance. We also provide high-quality, player-friendly infill for artificial turf fields that meet new environmental requirements for biodegradability.
* A Good Choice has registered patent applications for bioplastic materials with high heat resitance and flame protection.
It should be easy, safe and sustainable to replace harmful fossil plastics.
Two focus areas
A Good Choice’s materials are based on a unique Swedish innovation where renewable raw material from biomass is transformed into a flexible polymer with many applications.
- Bioplastic materials for various industrial processing methods, meeting requirements for advanced structural properties such as impact resistance, heat tolerance, flame retardancy, and approval for food contact.- High-quality bioinfill that meets both FIFA’s strict standards for playability and new biodegradability directives without permanent microplastics.
A Good Choice holds several registered patent applications for injection molding materials, but we also offer unique materials for extrusion, film and blow molding, as well as filament production for the textile industry.
Replace fossil-based plastics easily, safely, and sustainably.
Replace fossil-based plastics easily, safely and sustainably.
1
Switch over instantly and go plug-and-play!
Plastic manufacturers can use our materials directly in production without major machine or tooling adjustments—plug-and-play.
A Good Choice standard materials are designed for the most common plastic processing methods, meet standard requirements, and offer properties suited to most needs. We also provide custom adaptations based on specific customer requirements or develop tailored formulations.
2
Byt ut den fossila plasten och skapa långsiktigt värde
By switching to A Good Choice bioplastics, customers immediately reduce their own and end-users’ CO2 equivalents, aligning with the EU’s new taxonomy and sustainability reporting requirements (CSRD). This change makes a significant difference for our planet and creates long-term value.
Vision
Our vision is "A World Free from Harmful Plastics."
Plastic is everywhere—around us and within us. We have grown accustomed to a lifestyle dependent on plastics that we now know are harmful to us, future generations, nature, and the oceans. A Good Choice aims to help solve the plastic problem.
Our goal is therefore crystal clear: A world free from harmful plastics.
Mission
Our mission is: 'We aim to make it easy to replace harmful plastics with sustainable alternatives.'
Through our combined experience, practical entrepreneurship, and innovative material development in close collaboration with our customers, we make it simple to replace today’s harmful plastics with bio-based materials that are biodegradable, recyclable, and free from harmful microplastics."
Our story
Michael Lagerlund, a former Allsvenskan football player from Norrköping, found his way to the West Coast through a club transfer, where he met his future wife, settled down as an islander, and became a father. Michael shifted gears into the electrical industry. He launched his own electrical installation company, which eventually led to his next venture: building a successful business in LED lighting – Melaled.
Michael became a pioneer in LED luminaires but wasn’t content with just an environmentally friendly light source. He wanted to make the entire luminaire eco-friendly, free from fossil-based plastic parts. His search for plastic alternatives began, but it was a challenging journey. No materials on the market met essential requirements, such as flame retardancy, moldability for 90-degree angles, or compatibility with existing production lines. Michael explored options both in Sweden and abroad, testing several biomaterials, including one based on recycled paper, yet nothing proved suitable.
As a true entrepreneur, he saw an opportunity to develop his own environmentally friendly plastic alternative. And that’s where the journey began.
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Michael, together with his brother Jörgen Lagerlund, also an electrician, saw the great potential and need. In 2017, the brothers founded Improve Tec Hönö AB, and developed a bioplastic for luminaires based on PLA (polylactic acid). Michael got in touch with Per Eriksson, former development and research manager at Schneider Electrics in France. Per is a polymer chemist from KTH and has devoted over 40 years to polymer technology and specializes in flame retardants. Per was impressed by the PLA material, got involved in the development and became a partner.
Extensive research and development work took off on Hönö. With Per's extensive expertise and experience, the company soon developed a new flame-retardant PLA that could be converted into flexible and moldable materials for many different applications - not least luminaires. Development continued and Improve Tec Hönö produced some of the world's first bio-based PLA materials for injection molding and extrusion.
In 2019, Michael sold Melaled to focus full-time on his new entrepreneurial journey.
The company eventually raised external funding, hired additional development staff and chemists as well as an external CEO in order to create the conditions to go from development company to commercialization and enter the market.
Ulla, Michael's wife, suggested one evening at home in the hall, when the floor was once again full of black rubber infill from her son's soccer clothes and shoes, that they should also develop an infill for artificial grass pitches. Rubber infill is made from old car tires, and will be banned from 2030. No sooner said than done. Development of environmentally friendly artificial turf infill started in the lab on Hönö. The company invested in its own manufacturing machine, signed up contract manufacturers and began testing with clubs and artificial turf suppliers.
In 2021, the City of Gothenburg purchased AGCinfill for the new artificial grass pitch in Kortedala. Patent applications were submitted and FIFA certified the infill with the Quality PRO award.
Today, A Good Choice offers a number of bioplastic materials for industrial production and infill for artificial grass pitches.
Customers include major industrial companies as well as innovative start-ups and players in artificial turf installation - all with the common goal of replacing harmful fossil plastics with sustainable alternatives.
The plastics market is huge and fossil plastics need to be replaced urgently.
A Good Choice has only just begun the journey towards the vision of a world free of harmful plastics.
Our team
Mikael Lagerlund, Founder
Production of
Mikael is a serial entrepreneur and former founder of Mela Led, a pioneer in the development and manufacture of environmentally friendly LED luminaires.
Peter Gummesson, CEO
Sales and marketing
Peter has extensive experience from leading commercial roles in small & large global organizations.
Erik Sternemalm
Senior development engineer
Erik holds an MSc in Biotechnology from Chalmers University of Technology and has 17 years of experience in product and application development.
Pernilla Larsson
Chemist & Product Developer
Pernilla has a master's degree in chemical engineering from Lund University and has specialized in materials and polymer technology.
Joakim Rosdahl
Financial officer
Joakim has +20 years of experience from roles as CFO and CFO at small and medium-sized public companies such as Volvo Group and New Wave Group.
Per Eriksson
Senior Advisor
Per has worked with polymeric plastic materials for almost 40 years in various roles including R&D manager at Schneider.
Our Board of Directors
Fredrik Bergegård
The President
Fredrik has over 25 years of experience from leading positions in industry and manufacturing. He is currently Business Area Manager Industry at Storskogen and Chairman of the Board of Wibe Group AB, LNS Group Sari, JD Pierce Contracts LTD and member of Elektroautomatik i Sverige AB, Stål & Rörmontage and others.
Education: MBA IMD and MSc Industrial Engineering and Management Chalmers.
Tomas Bergström
Member of the Board of Directors
Tomas Bergström has more than 25 years of experience in transactions, investments, strategic business development and operational assignments in leading positions. He is currently CEO of Byggmästare Anders J Ahlström Holding AB, Chairman of Infrea AB, Fasticon AB and Safe Life AB and a member of Team Olivia Group AB, Green Landscaping Group AB and Ge-Te Media AB among others.
Education: Stockholm School of Economics, master's degree in financial economics.
Nathalie Ljungdahl
Member of the Board of Directors
Natalie is a Patent Attorney and Patent Litigator at AWA Sweden AB. She has been managing the A Good Choice patent portfolio since 2020. Natalie holds a Master of Science in Chemical Engineering and a PhD in Organic Chemistry from Chalmers. Prior to joining AWA, Natalie worked at Borealis Group, which contributed to an extensive experience in the field of polymeric materials.
Peter Johansson
Member of the Board of Directors
Entrepreneur and business development manager in the lighting company Aluwave recently sold to Tången Invest.
Jerker Funnemark
Member of the Board of Directors
Jerker has over 25 years of experience from leading positions in the manufacturing and process industries and is currently Executive Chairman of the SWT Group. He also runs his own company that provides building systems. Previously, Jerker has been CEO of Tornum Group and ASSA OEM, business area manager at Hultafors and MD at ESAB and consultant at Accenture.
Education: Development engineer, Master of Science in Industrial Engineering and Management Chalmers University of Technology.
% CO₂
Switching to A Good Choice biomaterials can reduce the CO2 footprint of a plastic manufacturer by 85%.
%
Our goal is to offer biomaterials that bind more CO₂ than their production emits. This would result in a 100% reduction in CO₂ emissions.
Michael Lagerlund starts work on replacing fossil-based plastics in the lighting industry.
Development of the first formulations for injection molding and extrusion. The world's first successful extrusion/extrusion with PLA.
Cooperation agreement with large Swedish industrial companies, and first order to China is delivered. Start of development of Infill for artificial turf pitches . Tests with successful results and several certifications.
First infill delivery - Kortedalavallen artificial grass pitch in Gothenburg. The organization grows, investment in new machine and injection molding equipment. Patent application for Infill OD100 is approved.
Research and development of new infill materials. New pilot projects with customers in the plastics industry for injection molding, extrusion and film blowing.
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