An Environment driven Business development Helsinki 23 Mars

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1 An Environment driven Business development Helsinki 23 Mars Mikael Robertsson Environmental General Manager Commercial Director Organic Food Coop Sweden

2 Coop i Sverige Coop i Sverige owned by KF (Green )and Co-op retail societies ( Red ) DDF 40% Coop i Sverige 60%

3 Coop Retail Top quality fresh produce plus a broad range of other food. Hypermarkets, broad range, particularly foods, often located next to large shopping centres. Low everyday prices. Located on the outskirts of urban areas. Convenience stores with a good range of products..

4 Coop consumer co-operatives Supermarkets 770 Hypermarkets 69 Number of employes Sales 4,5 billion euros Market share 21,5% (of swedish FMCG sector)

5 Swedish Retail trade market share 50,% 21,5% 16,1% 7,8% 2,8% 1,9% Ica Coop Axfood Bergendahl inkl. Vi-but Lidl Netto

6 Consumers are the driving Force!

7 Well positioned from an Organic perspective 40% of organic food sales in Sweden Coop brand Änglamark is the Sweden s largest organic product range 7,5 % of Coop food sales is organic, Sweden has 3,4% The growth in the organic sales was +10% year 2010

8 Our environmental work over time with focus on organic food Coop are considered leaders in environmental issues in retailing Coop is the company that positive paired with organic food For Coop, it is important to hold this position when it lays a foundation for the governance of the company to Sustainable Development

9 How we came to this position? Training of staff and management Meetings and information to farmers Information in our own media and lectures Marketing of the product development process and the product itself Marketing in store is the most important place..and not to give up..

10 It started in 1984

11 We need more organic farmers!!! A 4.2

12 Story Telling Start in 1986 Free range Organic % of egg sales Animal Wellfair strategi 2011

13

14

15 Organic campaigns Be part of the solution buy organic Vote with your wallet, move your hand in the shelf Think logic, buy ecologic Organic makes difference

16 Coop Magasin - Mersmak 1,9 Milj Households

17 Coop Magasin- Mersmak 1,9 Milj Households

18 Coop brand for god Environment Products must meet various criteria including Environment / labeling Organic produced / label

19 Organic and environmental Labeling

20 Änglamark is Food and Non Food

21 And a Prize 10 Year 2011

22 Änglamark is a tool in strategies

23 Among Seahorses and SeaCamel Coop analysis and strategy for a living sea Mikael Robertsson, Miljöchef Coop Sverige

24 Jellyfish burgers or eco-labeled fish - what future do you prefer?

25 And a Prize

26 TON Organic sales Coop Sverige (tonnes) % sales organic turnover year D A T A S A K N A S Source: CNDW 2007 and 2008 includes DDF

27 Staff and Management training

28 Competition one way of training The aim: was to increase consumer knowledge and interest in organic products. The goal: was to increase sales of organic products in the competing stores by 30 percent.

29 Environment Competition 2007 Sales Preforming Activities

30 First Prize Studie tripp to Italy- and visit organic farms Coop Nära Vasalund

31 Advertising & information

32

33 Food recepies 6 portioner Ingredienser ca 1 kg potatis, skuren i fina strimlor 1 liten palsternacka, skuren i fina strimlor 2-3 gula lökar, skuren i ringar 2 burkar anjovisfiléer (á 100g) eller ansjovisar 3-4 dl mellanmjölk 2 msk kaviar 2 msk tomatpuré ströbröd ca 2 msk smör eller margarin = Denna symbol visar att ingrediensen finns som ekologiskt alternativ =Denna symbol visar att receptet uppfyller de krav som ställs för nyckelhålsmärkning Till servering: 4 skivor grovt bröd = Denna symbol visar att ingrediensen finns som ekologiskt alternativ = Denna symbol visar att receptet uppfyller de krav som ställs för nyckelhålsmärkning En portion med tillbehör ger ca Energi: 2080 kj / 497 kcal Fett i gram: 12 Fibrer i gram: 12

34 Help Consumers No use of % product margin Campaigns and information Information on cashier receipt Environmental receipt

35

36 Future target 100% organic? NO! 51% enough -> turning point Increased costs and control on conventional food instead PPP (pollutor pays principal)

37 Consumers are the driving Force!

38 Business idea och task The cooperative movement will create Economic Benefits for members. at the same time make it possible for members in their consumption to contribute to Sustainable Development for the people and the environment.

39 An Environment driven Business development Helsinki 23 Mars Mikael Robertsson Thank You!

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