Florette will soon be present in Swedish and Danish supermarkets. Agrial, the Normandy-based cooperative that makes the ready to eat fresh vegetables and salads has signed a partnership agreement with Danish cooperation DLG, who have an €8 billion turnover, twice that of Agrial.
The partners stated that the joint venture should be created over the next few weeks. DLG’s division Lammefjords Gront already produces vegetables in sachets, and through this partnership they intend to expand and develop their own range. Florette will accelerate it’s international growth by entering Northern Europe.
The joint venture will see vegetables marketed under the brands Lammefjords Gront, Florette and retailers own brands. Florette’s sales reached €600 million in 2014. “Our range of products are very complimentary,” say Lammefjords Gront.
With their brands Primal and Florette, Agrial’s vegetable branch is classed amongst Europe’s leaders in fresh, ready-to-eat vegetables. They produce 1.8 million packets of salads and fresh, chopped vegetables every day. They are prepared in 16 factories and marketed in 10 or so European countries in supermarkets and the public and private catering sector.
DLG is one of Europe’s biggest agri-food companies with 40 subsidiaries in over 20 countries. Their Lammefjords Gront division produces 45,000 sachets of chopped vegetables and prepared meals with a €20 million turnover.