Andreas Algerbo (CEO)

Meeting Terri’s new CEO, it is clear that he has not just stepped into a new role – in a way, he has come home. With almost 30 years of experience in sales and marketing, the last 20 of them as CEO in several different industries, he brings an unusually broad range of expertise. Assistive devices, fasteners, furniture, consulting services – the list is long. And exports, especially to Europe, North America and Japan, are a common thread throughout his career. But behind the CV there is something more: a genuine interest in machines and a practical streak that means he is happy to work on equipment himself.

– It means I really understand the products, he says.

That the step led to Terri is perhaps not so surprising. The products, the brand and the entrepreneurial spirit were attractive, but perhaps most of all the connection to his own background.
He grew up with forestry machines in the family, owns a forestry and farming property and describes the opportunity to work with his great leisure interest as his driving force.

– Being able to combine what I’m passionate about privately with my professional life is fantastic.

As a leader, he describes his task as bringing out the best in every employee, with presence, commitment and joy. He emphasises that the whole, the collaboration and the sense of security should be decisive for both staff and customers.

– We are stronger together. Our customers should feel that we are a responsible and forward-looking manufacturer. That is the feeling I want to convey through my leadership.

The question of what he is most passionate about gets a quick answer: the staff. Without a doubt. He often returns to values such as security, clarity, presence and empathy, and believes that Terri is the perfect place for exactly that kind of leadership.

Looking ahead, he sees great opportunities. Terri will grow in its established markets, strengthen its culture and let both new and existing customers feel the sense of community. The vision is clear: more landowners should get to experience the feeling of a “Terri forest”, where the forest is managed with care, with tradition and pride for future generations.

He describes the industry with the same energy. Technological development, the role of software in productivity and the trend towards smaller, gentler machines inspire him.
Sweden is a world leader in the forest industry, he says, and Terri has a responsibility to help keep it that way.

On a more personal level, the forest is always present. He is both a forest owner and a machine owner, with roots in his father’s forestry contracting company. For him, spending time in nature is multifaceted – sometimes it is about physical challenge, sometimes about silence and light, sometimes about the tradition of leaving something for the next generation.

– Perhaps it is the diversity that best sums up what I appreciate about nature, he says.

His free time is preferably spent with the family in the forest, on the farm, doing sports and hunting, or out on the lake. And even though he has led companies for decades, there is a side that has surprised many: his long, hands-on experience of forestry machines in particular. His favourite is a given – the Terri 3FW forwarder.

– I’ve driven many models since the 70s, but our own is absolutely fantastic, he says with a smile.

It is hard to imagine a CEO who better sums up the meeting of tradition, technology and commitment. A leader with as much heart for people as for machines, and with a clear vision that Terri doesn’t just build machines, but also the forests of the future.