Aarstiderne raises the organic fruit and vegetable sales in Meny
Økologisk NuThe introduction of Aarstiderne into the Meny chain has contributed to a 31% increase in sales of organic fruit and vegetables, according to data from the analysis company Kauza. About a year after the first shop-in-shop solutions of Aarstiderne were tested in Meny, the concept was rolled out to the remaining 116 Meny stores across the country before the summer holidays. This has positively impacted the organic fruit and vegetable sales, which, according to Kauza, grew by 31% in the first half of 2026 compared to the same period in 2025. "We can see that the growth is across all categories, with organic growth between 10 and 60 percent. I find it particularly positive within citrus fruits, tomatoes, lettuce, peppers, and melons. Sales of organic pears are over an index of 200," says Kristine Piilgaard, Commercial Director at Meny, to Økologisk Nu. Satisfied customers and shopkeepers The rollout of Aarstiderne to all stores means that since June, all Meny customers have had access to organic fruit and vegetables from Aarstiderne. At the same time, Meny offers selected specialties from the organic meal kit pioneer, which the Dagrofa group took over in December 2024. According to Dagrofa, the implementation of the organic concept is an important milestone in realizing Aarstiderne’s potential within the group’s Gro'27 strategy. In an internal message to Meny employees before the summer, Kristine Piilgaard already announced that customers had responded very positively to the new initiative: "We are very pleased that Aarstiderne’s shop-in-shops are now available in all our stores. The positive reception from both customers and shopkeepers shows that there is great potential," said Kristine Piilgaard. Based on the new figures, she told Økologisk Nu today: "We are also very satisfied with this growth in organic sales, but we do not intend to rest on our laurels. We will continue to develop in the areas of fruit, vegetables, and organic products." Ripple effect The new half-year figures from Kauza show that the effort has literally borne fruit, as the percentage of organic products in Meny’s fruit and vegetable department increased from 20.4% in the first half of 2025 to 26.5% in the first half of 2026. This development does not surprise the marketing department of the Organic Association, which has closely followed Aarstiderne’s entry into Meny. "It’s positive to see a chain like Meny taking responsibility and investing in developing and cultivating a strong organic concept like Aarstiderne," says the association’s Market Consultant and Business Developer, Peter Rasmussen. He points out that the growth in fruit and vegetable sales shows that it is possible to boost sales in a product category by increasing the number of products, and he believes that the initiative has a ripple effect on the rest of the grocery industry. "When Meny chooses to invest heavily in marketing Aarstiderne—both in stores and in the sales flyer—it benefits the entire organic market," says Peter Rasmussen. More Aarstiderne news on the way The amount of space allocated to Aarstiderne’s products varies from store to store, but according to Kristine Piilgaard, the concept sends a clear signal to customers: "With Aarstiderne, we strengthen Meny’s position in fruit, vegetables, and organic products, while also inspiring even more people to choose quality and flavor in everyday life." Alongside the rollout of shop-in-shops, Meny has been diligently working to expand its private label range, so customers continuously gain access to more organic products under the Aarstiderne brand. According to Peter Rasmussen, it makes sense for Meny to work on introducing more Aarstiderne products in categories beyond fruit and vegetables. "This indicates an untapped organic potential and shows that there is room to further promote organic products and make it easier for more consumers to choose organic," says Peter Rasmussen, who also notes that Aarstiderne’s convenience series has arrived in Meny. The series offers organic ready-to-eat meals such as curry meatballs and vegetable lasagna, and it is continuously expanding with more convenience products, Meny reports. They expect that by the end of the year, the private label series will include more than 150 items, including fruits and vegetables.
Aarstidernes entry into the Meny chain has contributed to a 31 percent increase in sales of organic fruit and vegetables, according to data from the analysis company Kauza.
Approximately one year after the first Aarstiderne shop-in-shop solutions were tested in Meny, the concept was rolled out to the remaining 116 Meny stores across the country before the summer holidays. This has positive effects on the organic fruit and vegetable sales, which, according to Kauza, grew by 31 percent in the first half of 2026 compared to the same period in 2025.
"We can see that the growth is across all categories, and we are experiencing a growth in organic products of between 10 and 60 percent. I find it particularly positive that this is within citrus fruits, tomatoes, lettuce, peppers, and melons. Sales of organic pears are over an index of 200," says Kristine Piilgaard, Commercial Director at Meny, to Økologisk Nu.
Satisfied customers and shopkeepers
The rollout of Aarstiderne to all stores means that since June, all Meny customers have had access to organic fruit and vegetables from Aarstiderne. At the same time, Meny offers selected specialties from the organic meal kit pioneer, which the Dagrofa group took over in December 2024.
According to the Dagrofa chain, the implementation of the organic concept is an important milestone in the effort to realize Aarstiderne's potential within the group's Gro'27 strategy, and in an internal message to the employees at Meny, Kristine Piilgaard already before the summer holidays announced that customers had received the new initiative very positively:
"We are very pleased that Aarstiderne's shop-in-shops are now available in all our stores. The positive reception from both customers and shopkeepers shows that there is great potential," said Kristine Piilgaard.
Based on the new figures, she says today to Økologisk Nu:
"We are also very satisfied with this growth in organic products, but we do not intend to rest on our laurels. We will continue to develop in the areas of fruit, vegetables, and organic products."
Contagious effect
The new half-year figures from Kauza show that the effort has literally borne fruit, as the percentage of organic products in Meny’s fruit and vegetable department has increased from 20.4 percent in the first half of 2025 to 26.5 percent in the first half of 2026. This development does not surprise the market department of the Organic Association, which has closely followed Aarstiderne's entry into Meny.
"It is positive to see a chain like Meny taking responsibility and investing in developing and cultivating a strong organic concept like Aarstiderne," says the association's Market Consultant and Business Developer, Peter Rasmussen.
He points out that the growth in fruit and vegetable sales shows that it is possible to boost sales in a product category when increasing the number of products, and he believes that the initiative has a contagious effect on the rest of the grocery industry.
"When Meny chooses to invest heavily in marketing Aarstiderne – both in stores and in the sales flyer – it benefits the entire organic market," says Peter Rasmussen.
More Aarstiderne news on the way
It varies from store to store how much space is allocated to Aarstiderne's products, but according to Kristine Piilgaard, the concept sends a clear signal to customers:
"With Aarstiderne, we strengthen Meny's position in fruit, vegetables, and organic products, while inspiring even more people to choose quality and flavor in everyday life."
Alongside the rollout of shop-in-shops, Meny has been working diligently to expand the private label assortment so that customers continuously gain access to more organic products under the Aarstiderne brand, and according to Peter Rasmussen, it makes sense for Meny to work on introducing more Aarstiderne products in categories beyond fruit and vegetables.
"This indicates an untapped organic potential, and it shows that there is room to further elevate organic offerings and make it easier for even more consumers to choose organic," says Peter Rasmussen, who also notes that Aarstiderne's convenience series has arrived in Meny.
The series offers organic ready meals such as curry meatballs and vegetable lasagna, and it is continuously expanded with more convenience products, according to Meny, which expects that by the end of the year, the private label series will include more than 150 items, including fruit and vegetables.