Farewell to Lars

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Martin Moodie
Martin Moodie is the Founder & Chairman of The Moodie Report.

Out through the fields and the woods
And over the walls I have wended;
I have climbed the hills of view
And looked at the world and descended;
I have come by the highway home,
And lo, it is ended.

– Robert Frost, Reluctance


The loss of Lars Johansson, that giant-hearted, exuberant, passionate, loving Swedish gentleman, is painfully difficult to report.

He has been a fixture in our industry for so long that it feels a giant void has been created overnight. For indeed it has.

Lars’ love for the business, for the companies he represented, and for his greatest commercial achievement – Inniskillin Icewine – were all an integral part of what he stood for. But it was his wider human qualities that set him apart from so many men.

To Lars, friendship and loyalty were the most important of all prizes. Integrity was a watchword. And generosity should perhaps have been his middle name.

Those who knew Lars closely will treasure many fond memories and recall countless stories of days and dinners and glasses of wine shared with him. What will linger most for me though is his smile, always big, spontaneous and genuine, and the bear hug that inevitably followed when we met again after an absence.

His contribution to our business, across decades and companies, was inestimable. His powers of imagination (captured so proudly in his company’s name) would have filled whole departments in bigger companies. His work ethic was extraordinary; his sense of business partnership acute. And, of course, his love for Beverly was profound.

To me he was mentor, supporter and friend. In our start-up and subsequent development he saw many similarities with the journey taken by Imagination Unlimited International. He never failed to take the opportunity to support, guide or sometimes correct me. Like so many people, I will miss him deeply.

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  • Dearest Beverly

    Our hearts and deepest sympathies are winging their way towards you at this terribly sad time. You and Lars made the perfect team and we knew if we saw (or heard) one of you, then the other would not be far behind.

    I am sure your family and your friends will be a huge source of support and comfort to you during this truly ghastly time.

    Lars and yourself were always so generous with your knowledge, experience and your smiles and we count ourselves very lucky to have had you as friends.

    With all of our love

    Ray & Christine