Sweden: ICA wants shoppers' fruit and veg buys to equal 500g consumption/person/day by 2025

In Sweden, all the ICA group's stores have adopted a new health strategy. The goal - to make it easier for customers to be healthier. They hope to reach one of these goals by 2025. By then, shoppers' purchases must correspond to each person eating 500 g of fruit and vegetables a day. They want to achieve this goal through inspiration, communication, and several different in-store measures.

Only two out of ten Swedes eat enough fruit and vegetables per day. The latest research shows that a healthy diet reduces the risk of depression and mental illness. In Sweden, four out of ten people consume too much sugar. That increases the risk of diabetes, obesity, and poor oral health.

Kerstin Lindvall, the ICA Group's sustainability director, says, "We want customers' purchases to equal the consumption of 500g of fruit and vegetables per day. We're also taking measures to reduce the sugar content in our own-brand products. The focus is on children and families with children. We hope such initiatives will make it easier for our customers to live healthier lives."

Increasing fruit and vegetable consumption is only one of the ICA's health goals. The strategy runs from 2021 to 2025. It's divided into three focus areas. These are mental and physical well-being and safe antibiotic use. "Considering our size, we have a great responsibility," says Per Strömberg, CEO of the ICA Group.

"It's also a great opportunity to make a positive contribution to society. We can inspire our shoppers and make it easier for them to make healthy choices. To want to support our customers even more. We're, therefore, developing services that can increase people's mental well-being too."

Source: icagruppen.se

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