Sweden: Organic shops in Stockholm and growth in the catering sector

Organic sales in large retail stores in Sweden grew tremendously in the first months of 2014 (we reported earlier). In spite of the fact that Swedish retail is dominated by the three major chains ICA, Coop and Axfood, that account for over 85% of the market, there is still room for smaller independent stores to develop. This organic expansion is set to continue, and the public sector is doing its share to help: more than 800 companies in Sweden are now certified with the Krav catering mark. The campaign Go organic helps to promote organics too.

(Picture: Kate's Organic Market in Stockholm)

This year’s Green Action Week took place in Sweden from 27 September to 5 October. A consumer issue is chosen each year and a solution is suggested. The main work is done through SSNC (Swedish Society for Nature Conservation) local action groups, as well as through the media and social media. As in 2005 - 2006, organic was at the heart of this campaign in the mid 90s with coffee and bananas. In 2013, the campaign #byttilleko (Go organic) started and will continue until the end of 2015. This time the focus is on encouraging customers to choose certain organic products: milk, coffee, bananas, grapes, meat and potatoes. In 2014, organic fruit in general was added to the list, in particular organic apples. The main channels to reach the consumers - apart from store activities – are Facebook, Twitter and Youtube, as well as further websites. (Picture: Promoting organic milk at Coop)

In 2014, during Green Action Week, 165 local groups had campaign activities to promote organics, 30 organic (KRAV) producers participated in store demonstrations, 700 people ordered educational material, 30 public libraries ordered flyers and posters, and 60 companies supported the campaign. So far, over 200,000 Swedes have seen the campaign film Byt till eko - Go Organic (see video below).

This campaign surely helps to promote organics among Swedish consumers. Specialised shops are involved, and these also make a broad range of organics available to their customers. Kate‘s Organic Market was launched in May 2012. The store in Stockholm has about 150 m², and around 1,500 products are offered. A full range of articles is available, with a strong focus on organic fruit and vegetables, chicken, beef, lamb, dairy, ice cream and flour from local organic farms and producers. Especially their line of gluten-free products is growing strongly. Plans for the near future include the launch of a delivery service, as well as certain activities . for example, talks - to further promote organics. (Picture: A vegetable box at Kate's Organic Market)
 

Primör was opened in July 2012. The 100 m² vegetarian store is located in Stockholm too. Hami Dagli is the owner of the store, and three further people are employed. Hami started his food business by selling products for vegans and vegetarians with a mix of organic and conventional items, but he soon felt it was not sustainable. Now Primör is focusing on healthy, organic, and Fairtrade food. There are more than 1,000 products available in the store, with 99% being organic, and 1% ecological but not certified. (Picture: A guided food walk has recently visited Primör)

One third of the products at Primör are made in Sweden. The store’s goal is to increase this share, but local organics are not always easy to find. Besides food, there are superfoods, cosmetics and some supplements available in the shop. Drinks and salads are also available. Currently this section is undergoing changes with the goal of becoming a fully functional cafe for raw and vegetarian organic food. Primör’s environmental engagement goes even further: no plastic bags are used and a large choice of products is available that is sold in bulk. It is also planned to launch activities like talks to further promote the organic movement. (Picture: Lentil soup and buckwheat wraps at Primör)

Ekologiska Barnmatsbuitiken is also located in Stockholm. The store offers organic and natural goods for children of all ages with the focus on small kids from 0 – 5 years. There are also some products for pregnant and breast-feeding women. The shop was launched in May 2007 and in 2008 a web shop followed which supplies customers all over Sweden. First, products were sourced from the UK and after a while from France. Now some products come from Swedish distributors but also from Germany, Denmark and the Netherlands. The assortment consists of around 700 products, about 500 of which are food - including baby food, snacks, puree, fruit bars, smoothies and cookies. All food is certified organic and, except for chocolate and some candies, it is sugar-free. (Picture: Organic products at Ekologiska Barnmatsbuitiken)

2013 has been a successful year for organics in the public sector too. Interest is increasing in municipalities, counties and regions. Malmö and Uppsala have set the goal of going 100 % organic by 2020 and 2023 respectively. In Exkilstuna (Södermanlands), about 80 kitchens are certified by Krav. The municipality aims to raise its organic share from the current 30 % to 40 % in 2015 and hopes to go for 100 % organic within the next few years. Vellinge (south of Malmö) is the first municipality to certify all school kitchens with at least 50 % organic food. (Picture: The Kravlabel is very popular in Sweden)

Martin & Severa confirms that there are large increases in organics in the hospitality sector and in the kitchens of the public sector. The leading wholesaler and specialist for the catering industry in Sweden increased its organic sales by 21% from January - July 2013 to January - July 2014. The company consists of Martin & Servera Restaurant Distribution and its subsidiaries Martin Olsson Cashar (cash & carries), Grönsakshallen Sorunda (distribution of fruit & vegetables), RP Frukt (distribution of fruit & vegetables) and Fällmans Kött (distribution of meat). Martin & Servera Restaurant Distribution is the major part of the business, with 16 sales offices, five warehouses and 2,200 employees all over Sweden. (Picture: AB Tage Lindblom was awarded a prize for the first place in the vendor class of the Martin & Servera Challenge 2014, whose objective was increasing the share of organics)

Krav has been a key player in the organic sector in Sweden since 1985. They develop organic standards and promote the Krav label. The label is well-known among Swedish consumers – awareness is at 98%. There is also a Krav label for the catering sector. Companies in the gastronomy and catering sector can be certified with one, two or three Krav marks to show how much of the restaurant’s food is prepared with certified ingredients. The more certified raw materials, the more marks. One mark: at least 25% certified ingredients and/or more than 15 % certified food; two marks stand for at least 50% certified ingredients, and three marks for 90% or more certified products. (Picture: Over 90 % of ingredients of this meal offered by Foodtruck Odjuret are certified organic) 

In 2013, Krav started the project Restaurant for 1000 with the aim of getting more restaurants and caterers to qualify for Krav certification. This has broadened the group of certified restaurants. During the year, the first sushi restaurant, the first restaurant in a park, the first Indian restaurant, the first stand at a fair and the first location in a cinema were launched. The first food truck with three Krav marks followed in 2014: Foodtruck Odjuret (see picture) has been out in the streets since April 2014. They can be found at different places in Stockholm, mainly offering lunch, and they communicate their weekly schedule via Facebook. Homemade vegetarian food is offered, based on vegetables in season and sometimes sourced directly from farmers.

All photos by Kai Kreuzer