About YR COOP
YR Coop’s mission is to support our members’ business growth through democratic cooperation.
YR provides a shared digital platform where innovative brands and local operators can promote products, connect with customers, join campaigns, and grow together through the YR Community platform.
Suppliers and consumers interact through events, subscriptions, rewards, and curated products across local markets and connected communities.
Join YR Coop to grow your brand, strengthen customer relationships, and build everyday business together.
Ingredient for Purpose
of
SUREKA STORE –
From Product to Source
Sureka Store is ROST Coop‘s B2B ingredient platform that traces finished products back to their roots — revealing the ethics, science, and stories behind what’s inside.
Suppliers and founders use Sureka to shorten the value chain, verify ESG compliance, and showcase innovations that deserve visibility.
Sureka Store empowers ingredient suppliers and product founders to showcase their innovation, traceability, and ESG performance.
Sureka Store shortens the value chain and turns hidden inputs into visible impact — connecting products to their origins, and suppliers to purpose-led buyers in a cooperative, transparent B2B environment.
Reverse the value chain — from shelf to source, from label to impact.
Ingredient for Belonging
YR Community
From People to Product
YR is ROST Coop’s consumer-facing space where culture drives commerce. Visibility is earned through meaning, not marketing spend.
Your Radiance, Our Community — YR stands for Your Radiant, because we believe every person brings light, voice, and value into the world. This is where your radiance helps shape a shared economy — one rooted in trust, relevance, and care.
Here, brands are featured for how deeply they resonate — not how much they pay. Consumers discover authentic, purpose-led products through stories, shared values, and community-led engagement.
Every purchase in YR Community is more than a transaction — it’s a vote for a different kind of economy.
People lead commerce — from cultural insight to intentional engagement.
Ingredient for Awareness
Celine Talks – Media Channel
From Vision to Voice
A storytelling platform that transforms regenerative ideas into cultural visibility.
Celine Talks is an independent media channel hosted by Celine — an AI-powered avatar and her voice for change. Through short-form videos, interviews, and curated narratives, she serves as a cultural guide, exploring themes of wellness, sustainability, identity, and purpose-driven entrepreneurship.
Unlike traditional marketing, Celine Talks amplifies underrepresented voices, shares founder stories, and connects regenerative initiatives with broader audiences — building cultural traction and public trust.
Distributed across social media and aligned platforms, she invites people into stories that guide them toward platforms such like Sureka Store and YR Community — not through promotion and marketing, but through meaningful connection.
Within the ROST ecosystem, Celine is the ingredient for awareness — turning vision into voice, and storytelling into shared value.
When food innovation goes into the cloud
Sureka Founder Lucy Dahlgren has been the key note speaker for THiS Less-is-more Community AB with theme of "when food innovation goes into the cloud" at Uppstart forum, how sugar reduction problem can be solved systematically...
Sugar reduction needs alliances and joint forces
Sureka Founder Lucy Dahlgren featured in Food Navigator for Bayn Europe AB that sugar reduction needs alliances and joint forces, an innovative and community business model is needed for accelerating the speed of sugar reduction commitment. See article: ...