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Danish supermarkets battle for organic food consumers

Lucie Rychla
July 13th, 2016


This article is more than 8 years old.

To boost sales, retail chains form exclusive partnerships with food producers

Danish supermarkets and discount stores are in an intense battle for customers interested in buying organic food.

Besides offering regular discount days, supermarket chains are forming exclusive partnerships with food manufacturers to get a larger share of the profitable market.

READ MORE: Danes remain world leaders in organic consumption

Exclusive partnerships
“I can confirm that the retail sector is fighting for organic food consumers,” Jeppe Dahl Jeppesen, the purchasing director at Dansk Supermarked Group, told Berlingske.

Føtex has just partnered up with organic dairy producer Naturmælk from Jutland and the whole Dansk Supermarked Group – which also owns chains Netto and Bilka – has other exclusive partnerships, including flour producer Skærtoft Mølle, meat producer Mineslund, egg producer Valø Slotsæg and chicken producer Løgismose.

Meanwhile, Coop, which operates stores Irma, Kvickly, SuperBrugsen and Fakta, has entered into partnership with vegetable farm Søris in North Zealand, dairy producer Thise, chicken producer Sødam and pork producer Hestbjerg Økologi from Holstebro.

READ MORE: Growing number of Danish farmers interested in converting to organic farming

Increased sales
According to Jeppsen, it is particularly organic fruits and vegetables that sells the best at stores.

“This is the category where prices have fallen the most. Our sales have increased by almost 50 percent during the first six months of this year compared to the same period last year,” Jeppesen told Berlingske.

Jens Visholm, the head of the food, non-food and logistics department at Coop, confirms that organic products have been a “commercial success” for the retail chain.

The sale of organic food products in Danish supermarkets increased by 12 percent between 2014 and 2015, and now 8.4 percent of all goods sold in the Danish retail sector are organic.


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A survey carried out by Megafon for TV2 has found that 71 percent of parents have handed over children to daycare in spite of them being sick.

Moreover, 21 percent of those surveyed admitted to medicating their kids with paracetamol, such as Panodil, before sending them to school.

The FOLA parents’ organisation is shocked by the findings.

“I think it is absolutely crazy. It simply cannot be that a child goes to school sick and plays with lots of other children. Then we are faced with the fact that they will infect the whole institution,” said FOLA chair Signe Nielsen.

Pill pushers
At the Børnehuset daycare institution in Silkeborg a meeting was called where parents were implored not to bring their sick children to school.

At Børnehuset there are fears that parents prefer to pack their kids off with a pill without informing teachers.

“We occasionally have children who that they have had a pill for breakfast,” said headteacher Susanne Bødker. “You might think that it is a Panodil more than a vitamin pill, if it is a child who has just been sick, for example.”

Parents sick and tired
Parents, when confronted, often cite pressure at work as a reason for not being able to stay at home with their children.

Many declare that they simply cannot take another day off, as they are afraid of being fired.

Allan Randrup Thomsen, a professor of virology at KU, has heavily criticised the parents’ actions, describing the current situation as a “vicious circle”.

“It promotes the spread of viruses, and it adds momentum to a cycle where parents are pressured by high levels of sick-leave. If they then choose to send the children to daycare while they are still recovering, they keep the epidemic going in daycares, and this in turn puts a greater burden on the parents.”