Swedish premium supermarket chain Hemköp (200 stores nationally) is now offering its club members double points on all organic and KRAV-labelled food products. The announcement was timed to coincide with the launch of this year’s Eko-September (Organic September) event.
Hemköp, already a strong performer in organics, has set itself a target of 10% of its total food sales to consist of organic and KRAV-labelled products by 2025.
“The fact that we now give all club members double points for organic is a way to inspire and motivate our customers to make sustainable choices,” says the Hemköp’s CEO, Simone Margulies.
The grocery trade was for a long time the most important driver for organic food in Sweden, and still commands 60% of all organic food sales in the country. However, a report from Sweden’s Consumers shows, that since 2017 there has been a drop off in the number of organic campaigns and promotions. There are concerns in the Swedish organic community that this has been affecting organic food sales in the country, which have declined in the last few years. The share of organic farmland decreased in 2022 for the third year in a row.
Welcoming the Hemköp initiative, Charlotte Bladh André, CEO of Organic Sweden, said: “Hemköp shows the way when they let customers get double points on everything organic. It is the kind of smart investment that is needed to reverse the trend for organic in Sweden, so that we favour food that contributes to more biodiversity, cleaner drinking water, more fertile soil and better animal care.”
Eco-September is an initiative supported and facilitated by Organic Sweden, Ekologiska Lantbrukarna, Sveriges Konsumenter together with KRAV. The project is financed by the Swedish Board of Agriculture within the framework of “Action plan to increase production, consumption and export of organic food”.
Image: Organic Sweden