Jenny S. Christensen

Jenny has been part of the Nordic Approach sales team since 2012 and has played a key role in shaping our sales strategy, operations, logistics, and customer relationships over the years. Today, she focuses on supporting roasters across Asia Pacific, the Middle East, and Africa, working closely with customers and helping them navigate our coffee selections and sourcing programs.

Originally from Indonesia, Jenny brings a background in Industrial Engineering along with extensive experience from the FMCG industry.

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Role and responsibility

Jenny works closely with customers across multiple markets, supporting buying decisions and building long-term relationships with roasters. Her role includes key account management, ongoing customer dialogue, and helping ensure Nordic Approach’s coffees and sourcing programs are communicated clearly and practically.

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Approach and ways of working

Her approach combines structure and commercial understanding with a strong focus on clarity and accessibility. This includes helping customers navigate seasonal availability, select coffees that fit their roasting style and needs, manage shipment timelines, and understand how coffees evolve over time. A key part of the work is making sure expectations align with how coffees actually perform in practice.

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Experience and background

Before entering coffee, Jenny spent more than 18 years working in commercial roles within the FMCG industry across sales and distribution. She joined Nordic Approach in 2012 and has since worked across operations, logistics, business analysis, and customer relationship management. She has also played an important role in developing many of the internal systems and workflows that support the company today.

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Industry exposure

Jenny regularly travels both to origin and to customer roasteries around the world. She has spent significant time in Indonesia and Ethiopia through sourcing projects, origin trips, and customer education programs, including involvement in early sourcing initiatives and long-term relationship development at origin.

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Perspective

Jenny personally prefers clean and delicate profiles, often with floral and citrus characteristics.

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She emphasises the importance of seasonality and freshness in coffee, and how these factors influence both quality and customer expectations. “Seasonality is closely linked to freshness. Understanding that makes a big difference when buying coffee.”

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She also highlights that coffee is often misunderstood in terms of flavour, noting that bitterness is not inherent, but often the result of how coffee is roasted or prepared. “A simple black coffee can be sweet, fruity, or delicate, it depends on how it’s handled.”

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Education

Holds a degree in Industrial Engineering.

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