Posted on

Consumers ‘Taste the Difference’ with Coop Trading

Smak forskjellen

Nordic leader’s market share remains unchanged with 32% across the four Nordic countries

The entire fruit and vegetable category of Nordic retail leader Coop Trading is sourced by its division in Copenhagen, (Denmark) and Valencia (Spain). “We handle all the sourcing, agreements, labelling and quality assurances for imported items coming from Europe and overseas,” explained Anders Lind, category manager of Coop Trading’s fruit and vegetables department.

Lind believes demand for more flavourful fruit varieties is one of the reasons sales of Coop Trading’s own ‘Taste the Difference’ (Smak forskjellen) brand – covering produce including Palermo peppers and Datterino tomatoes – have soared in the Danish and Norwegian stores in which it is distributed.

The group commands a 46% market share in Finland, with the purchasing division SOK and several chains, namely Prisma, S Markets, Sale, Alepa and ABC service stations. In Denmark, it holds a 37% market share with its different chains, including Kvickly, SuperBrugsen, Dagli’Brugsen, Irma and Fakta. And in Norway, Coop Norge supplies 24% of the market through several stores, such as Coop Market, Coop Extra, Coop Obs, Mega and Prix.

This is an abbreviated version of an article that appeared on page 20-21 of the retail section of issue 133 of Eurofresh Distribution. Read the full article for free here.