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Hit & Dit

In 1998, Catrin Jalkander decided to leave her salesperson position at a dairy company and started her own company, Hit & Dit Transportation. When she started the new company, the region had only approximately five post offices that collected and delivered packages, especially for corporate clients. In that period, the internet was nascent, and corporations still relied on post mail for communication. Seeing the new opportunity and unmet demands, Catrin started driving her own car to pick up and deliver letters and packages for corporate clients in her hometown, Habo, and later expanded the services to the Jönköping region in Sweden.

The business grew exponentially. Catrin hired the first employee and purchased the second car six months after she started the company. In 2002, she expanded the service to include cargo delivery via lorries. The business now had approximately 120 employees and a revenue of approximately 86 million SEK in 2023. Their service covers southern Sweden, including Stockholm, Gothenburg, Malmö, and Kalmar. They have also set up another company at Östergötland located on the eastern coast of Sweden (including Linköping and Norrköping) since January 2024, where they have employed 25 new employees and purchased 70 new cars within two months.

Catrin’s sons, Nicklas and Marcus, started helping the family business after obtaining their driving licenses at 18. During their studies, they used summer holidays to help deliver packages. After graduation, Marcus started working in the family firm as the driver and has now become the operational manager in charge of key account and route management. In comparison, Nicklas first worked at different nonfamily businesses with various positions, including production and sales management. After several years, Catrin and Marcus started inviting Nicklas to join the family firm to bring his expertise in production and sales management into the family business. In 2023, Nicklas agreed to join the family firm and is now the CEO of the company at Östergötland. After he joined the family firm, he started planning more sustainability projects based on what he learned from his previous works. As Catrin has described:

“I have always had this [sustainability] in my head, but, honestly, it was Nicklas who pushed me [to do more sustainability practices.”

After involving both sons in the top management teams of the firm, Catrin has also started delegating owner responsibilities to them, such that each of them has 20 percent of the shares in the main business. Considering that the family business is growing and expanding to other regions in Sweden, they may establish a holding company that consolidates family shares and business portfolios to better manage their investments. Through a holding company, the family will rely more on professional management to support their large and potentially risky investments, such as those in sustainability.

Country

Sweden

Greening processes

Green marketing/ labels

Greening input

Renewable energy, Sustainable raw materials

Greening outputs

Offering greening services

Company size headcount

<250

Company size turnover

Around 10m

Interviewed

Incumbent (senior generation), Successor (next generation)

Industry

Transportation and storage

Sustainability transition

The family has focused their sustainability practices on improving their services, including obtaining certifications for fair transportation and updating their vehicles to more sustainable options.

Certification for fair transportation

Since 2019, Catrin has started the process of obtaining certification for fair practices in the transportation industry. This national certification indicates whether supply chain companies have achieved sustainability through different practices. For instance, inspectors visit the company annually by checking work journals to see whether drivers have worked overtime (i.e., worked more than six hours) and violated traffic regulations during their services. They also interview employees to examine whether employees receive equal treatment, such as fair wages and evaluations. In addition, inspectors examine vehicles and facilities to see whether the conditions are updated and can effectively reduce greenhouse gas emissions.

As such, the family has paid attention to their practices addressing employees’ well-being and the conditions of the vehicles. For instance, all their small vehicles should not be older than five years, and their lorries should not be older than ten years. Updating their vehicles helps them ensure fuel efficiency and emission control and provides drivers with more comfortable “offices.” Nicklas shared: 

“We are investing a lot of our money back into the company. Almost all the money ends up in cars because our employees create value. We need to show them respect by making sure that their office—the car—looks fine and nice every day.” 

In turn, their employees tend to work longer at their firm than those at their competitors.

Sustainable vehicles

In addition to keeping vehicles relatively new, the family has paid attention to the types of vehicles they purchase. For instance, following the climate goals of the Swedish government in 2030, the company has started replacing some of its vehicles with ones based on hydrogenated vegetable oil (HVO) to reduce fossil fuel consumption in its services. They have also begun recording each fuel per vehicle so that they can provide data to show customers that their vehicles have better fuel efficiency and lower emissions than traditional vehicles. Moreover, they offer two different service options to customers—one with traditional vehicles and one with HVO—so that customers can choose a more sustainable option when partnering with them.

The family considers HVO vehicles merely to be in the transitional stage. In the future, they plan to switch to completely electric vehicles when delivering their services. They believe that it is important to take a large step forward rather than stay in the transitional stage by having hybrid vehicles. Nicklas mentioned, “We are late on the electrification, so we need to take the big steps straight away.

However, several challenges prevent the family from switching to complete electrical vehicles. First, the regulations on weights affect how much cargo can be delivered per drive. If the government does not relax the weight restriction on electric vehicles but instead imposes the same restriction on all types of vehicles, an electric vehicle can carry approximately half of the cargo as a traditional vehicle of the same size. Second, there is insufficient infrastructure, i.e., charging stations for electric vehicles, throughout the country. Without an expansive network, the family cannot ensure reliable long-distance deliveries with only electric vehicles. Finally, an electric vehicle costs 50 percent more than a traditional vehicle based on fossil fuel. If they want to replace 60 vehicles with electrical ones, it will cost approximately 54 million SEK, beyond what their financial budget allows. Because of these regulations, infrastructure, and financial challenges, the family is uncertain when they can successfully replace all their vehicles with electric ones.

Learning points and actions to consider

There are different key learnings when the family implements the aforementioned sustainability practices. First, engaging different internal stakeholders, including family members and nonfamily employees, is important in the implementation process. Incumbents may benefit from different viewpoints and creativity of younger family members, considering that incumbents may be accustomed to a specific way of thinking that may limit the innovation needed for implementation. Catrin highlighted, “You need help from someone who is younger with a quick mind.”

 

In addition to family members, nonfamily employees are valuable sources for innovative ideas. For instance, when the family decided to install charging stations for electric cars at their facility, employees provided input on where the charging stations should be so that it would be easier to charge the vehicles. Nonfamily employees provide different inputs that may help the family think outside the box. Nicklas shared, “You need more eyes, different eyes, different ways of thinking, including personnel outside the family. You need to talk to your employees first. If it is only the three or four of you in the family, you will have the same kind of thinking.”

 

Finally, the family suggested earlier implementation of sustainability practices. Otherwise, if the family has started other new projects simultaneously, such as starting another new subsidiary in another location, the sustainability project runs the risk of postponement and lagging behind competitors. Nicklas thought that if he had joined the family firm earlier, they might have already converted 30 percent of the vehicles to electric vehicles.

Some questions remain for the family. The first question is how the family could better allocate its limited resources and time to implement sustainability. For instance, as Nicklas is in charge of both the parent company’s sustainability and the expansion of the new company, he currently prioritizes the latter. They wondered how government and industry associations could support families small and medium-sized enterprises (SMEs) like them to implement sustainability practices.

 

Another question lies in customers. As most customers are price sensitive, more than 90% of customers still prefer vehicles on fossil fuel that cost less than those using HVO. This raises the challenge of convincing customers to accept more sustainable but expensive services before family SMEs invest significantly in sustainability.

Reflections

  • How could the family better allocate its limited resources and time to implementing sustainability? 
  • How could the government and industry associations support family SMEs? 
  • How could the family engage customers in the green transformation process of its business model?