Mission and Values


Our mission is to help improve the health and well–being of people by providing herbal medicines of the highest quality.


Our core values quality, safety and efficacy ensure successful and trustworthy relationship with our stakeholders, and are the foundation for our strategy and success. The values permeate our goals, our products and our way of working.


Our vision is to become leading provider of high quality herbal medicines for the Nordic market by:

  • Improving life of our customers
  • Creating trust and reliability with our stakeholders
  • Driving quality, safety and efficacy
  • Innovation and new technology
  • Passion, energy and care for the individual

Management Team

The Flo­re­alis’ man­age­ment team con­sists of indi­vid­u­als with var­ied back­grounds who all share a com­mon pas­sion for increas­ing pro­fes­sion­al­ism and qual­ity within the herbal medicine indus­try.

The team’s expe­ri­ence within the phar­ma­ceu­ti­cal and medical indus­try cov­ers most facets of the process of bringing product from the lab to the market.

Board of Directors

Our Board of Directors has three experienced veterans of the pharmaceutical, biotech and venture industries.

Guðbjörg Edda Eggertsdóttir — Chairman

Mrs Eggertsdóttir is an experienced executive in pharmaceuticals who served on the executive team of Actavis for decades and is now on the board of several healthcare and pharmaceutical companies.

Hjörleifur Pálsson — Board Member

Mr. Pálsson is a CPA and was the CFO of Ossur for 12 years. He is currently on the board of another pharmaceutical company as well as investment funds.

Skúli Valberg Ólafsson — Board Member

Mr. Ólafsson is the COO and partner at Beringer Finance. He has over 20 years of experience in venture funding and helping companies grow.