- General Manager/Sales Manager - Mannum, South Australia
- Produce sales professionals
- Salesman - Vojvodina, North Serbia
- Internationaal Verkoper / Trader AGF - Barendrecht
- Production lab manager - Oregon, USA
- Verkoper Groothandelsmarkten - Rotterdam
- Procurement Executive - Middle East
- Experienced export manager looking for new opportunities
- Sales Executive Fruit & Exotics - Rotterdam
- Product Manager / Concept Manager - Verspakketten - Ridderkerk
Top 5 -yesterday
Top 5 -last month
- Construction at new Amsterdam Perishable Center started
- Spain: Concerns at start of Catalan citrus harvest, following storms
- First software for optimal selection of fruit and veg packaging
- Seed researcher and producer raises money in heart and stroke walks
- Bruñó Eco melon - a new sustainable variety for organic product lovers
Top 5 -last week
- Banana shortage strikes New Zealand’s major supermarket chains
- “There is no longer a mushroom shortage as suggested in the media"
- UK Prime Minister May introduces Brexit 'business councils'
- Citrus supplier kicks off Spanish and Moroccan clementine season
- Study: Extending shelf life of fresh produce by up to 4 days
Sweden: Organic more of a side-issue, but still important
The Swedish organic sector may be one of the best in the world, but this does not have much of an impact on the pragmatic Swedes. “Swedish consumers are concerned about where their food comes from. It is an affair of the heart: They feel more uneasy about products that come from afar because it is more difficult to trace their source. This is why Swedes prefer local foods”, Falknek said in her presentation at Scandinavia’s largest trade show for organic and natural foodstuffs. “In the first instance, they are looking for healthy foods. This is why the market for vegetarian, vegan and ‘free from’ products is doing so enormously well. Furthermore, the fact that foods meet high animal welfare and environmental standards is, for many, another important detail. Although these characteristics are reflected in the organic brand, the sector does not always identify itself with all of them. Consumers then also do not immediately associate these qualities with organic products.”
Local brands surpassing organic
At first, KRAV reacted negatively to this development. “EU legislation has many restrictions, which affects the entire Swedish organic sector”, said Falknek. At KRAV’s latest stakeholders meeting, this was given as a reason to withdraw from the EU organic regulations. This meeting was called to discuss the recent shifts in the market.
Falknek assured members of the public present at the trade show that KRAV would, for the time-being, remain organically-orientated. She did, however, compel them to stay alert to other market developments. “At the moment, there are too many brands vying for the same group of consumers’ attention. Sweden is complaining about the proliferation of brands.” In that respect, it now seems KRAV has to acknowledge that the new Från Sverige brand (Swedish for ‘from Sweden’) is besting it. This brand guarantees that their products are local. “The preference for local products resonates in the fact that, in two years, the Från Sverige brand has gone zero certifications to 8 000”, says the CEO. “Just as many as KRAV.” To illustrate: KRAV has been active in the market since 1985. Från Sverige still has to make their mark in the area of recognisability. “98% of consumers know what the KRAV brand stands for. That is hard to beat.”
Just cabbage is not enough
“Local is the new organic”, said Lars Persson of the Swedish co-operative, SydGrön, in the previous edition of Primeur. The fact that there is an increasing demand for local products is evident from the investments this co-operative is making in the area of cabbage storage. “But the Swedes cannot live on cabbage alone”, said Roelant Komen of Fairtrasa Holland at the Nordic Organic Food Fair. “They would rather not have a year-round diet based on cabbage.” According to this trader, Scandinavians are well-aware of the difference between organic and local. “Among a selection of exotic products on Swedish fruit and vegetable shelves, a common variety is less popular than an organic one. Choosing locally grown products in this product group is not an issue or the product is not grown locally. In this case, they like to fall back on the organic brands. In the eyes of Swedish consumers, an organic exotic product is an acceptable option in their quest for sustainability.”
Room for organic exotics
Michaela de Leonardis of BioTropic recognises that Swedish consumers prefer local products over organic ones. There is, however, a difference between what they want and what they can get. This exotics specialist fully understands that the Scandinavian countries are largely dependent on importing fruit and vegetables in order to meet domestic demand. Or, in the words of Sven Henze of Bio Freshi: “If you compare the average supply of an ICA with any Dutch retailer, it is immediately apparent how much space there is for foreign products - particularly for organic exotics.”
Publication date :
Receive the daily newsletter in your email for free | Click here
Other news in this sector:
- 2018-11-14 Arizona-based squash grower announces organic program
- 2018-11-14 "Poland is a leader in conventional apples, so why not in organic apples?"
- 2018-11-12 Switzerland: Sales of organic products are growing strongly
- 2018-11-12 Organic products still on growth track worldwide
- 2018-11-09 "Organic vegetables are an attractive investment"
- 2018-11-08 Switzerland: Organic supermarkets are on the rise
- 2018-11-07 France: Financial support for organic farming is lagging behind
- 2018-11-06 Rising demand for organic asparagus in the global asparagus market
- 2018-11-05 "Organic foods are not safer, and probably not more nutritious either"
- 2018-11-01 Peru: Organic banana production drops in Piura due to the cold
- 2018-11-01 “In ten years the whole of Europe will be eating organic”
- 2018-10-31 Actual cost of organic cauliflower much lower than for conventional produce
- 2018-10-31 Organic products from Lower Saxony on the rise
- 2018-10-31 Organic Grower Summit educational session - "Technology is not Just for Big Ag"
- 2018-10-29 Organic horticultural sector facing the challenge of a growing demand
- 2018-10-29 Chile has already exported more organic products to the EU than last year
- 2018-10-29 REWE Bio with higher quality standards than EU Organic Regulation
- 2018-10-26 "Spanish organic sector is in crisis"
- 2018-10-22 Successfully cautioned: online organic products without certification
- 2018-10-17 Candid conversation with National Organic Standards Board (NOSB) members