Food Denmark partners with Dagrofa
Økologisk NuDagrofa and the association Local Food Denmark will work together to ensure more Danish products on the shelves in Danish supermarkets, where imported fruits and vegetables often take up too much space. Danish consumers want to buy Danish, but their willingness is limited when the products are not available on the shelves. Especially in fruits and vegetables, the supply of Danish products is insufficient, writes Dagrofa in a press release. As a central part of the grocery group's initiative "Strengthen the Roots," Dagrofa has set a goal to increase sales of Danish fruits and vegetables by 20% by 2030. This will be achieved across the entire group's retail chains and foodservice, and the partnership with Local Food Denmark is a natural next step in that journey, states Jesper Bjerring, category director at Dagrofa. "We want to make it easier to choose Danish. This applies not only to consumers but also to professional kitchens. It requires us to work more closely across the value chain and develop solutions that work in practice," says Jesper Bjerring. Together, the two parties will work for better conditions and opportunities for Danish producers—from authorities to sales channels—and ensure that ambitions for more Danish products on the table are translated into concrete actions. We scale what works For Local Food Denmark, the collaboration with Dagrofa is an opportunity to scale what works. "We are pleased with the trust Dagrofa shows in our association and the collaboration we are now entering. The goal of working with retailers is to contribute to better conditions, greater visibility, and more volume for producers, so that local foods have better opportunities in the market," says Jesper Zeihlund, chairman of Local Food Denmark.
Dagrofa and the association Local Food Denmark will work together to ensure more Danish products on the shelves in Danish supermarkets, where especially imported fruits and vegetables often take up a little too much space.
Danish consumers want to buy Danish, but their willingness doesn't go far when the products are not on the shelves. Particularly in fruits and vegetables, the supply of Danish products is insufficient, writes Dagrofa in a press release.
As a central part of the grocery group's initiative Strengthen the Roots, Dagrofa has set a goal to increase sales of Danish fruits and vegetables by 20 percent by 2030. This will be achieved across the entire group's retail chains and foodservice, and the partnership with Local Food Denmark is a natural next step in that journey, explains Jesper Bjerring, category director at Dagrofa.
"We want to make it easier to choose Danish. This applies not only to consumers but also to professional kitchens. It requires us to work more closely across the value chain and develop solutions that work in practice," says Jesper Bjerring.
Together, the two parties will work for better conditions and opportunities for Danish producers – from authorities to sales channels – and ensure that ambitions for more Danish on the table are translated into concrete actions.
We scale what works
For Local Food Denmark, the collaboration with Dagrofa is an opportunity to scale what works.
"We are pleased with the trust that Dagrofa shows in our association, and for the collaboration we are now entering. The goal of working with retailers is to contribute to better conditions, greater visibility, and more volume for producers, so that local foods have better opportunities in the market," says Jesper Zeihlund, chairman of Local Food Denmark.