An Environment driven
Business development
Helsinki 23 Mars
Mikael Robertsson
Environmental General Manager
Commercial Director Organic Food
Coop Sweden
Coop i Sverige
Coop i Sverige owned by KF
(Green )and Co-op retail
societies ( Red )
DDF
40%
Coop i
Sverige
60%
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.
.
Coop consumer co-operatives
Supermarkets
770
Hypermarkets
69
Number of employes
Sales
Market share
(of swedish FMCG sector)
14 638
4,5 billion euros
21,5%
Swedish Retail trade – market share
50,%
21,5%
16,1%
7,8%
Ica
Coop
Axfood
Bergendahl
inkl. Vi-but
2,8%
1,9%
Lidl
Netto
Consumers are the driving Force!
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
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
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…..
……It started in 1984
We need more organic farmers!!!
1986
1996
A 4.2
Story Telling
• Start in 1986
Free range
• Organic 1996
35% of egg sales
•Animal Wellfair
strategi 2011
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”
Coop Magasin - Mersmak 1,9 Milj Households
Coop Magasin- Mersmak 1,9 Milj Households
Coop brand for god Environment
Products must meet
various criteria
including
Environment / labeling
Organic produced / label
Organic and environmental Labeling
Änglamark is Food and Non Food
And a Prize
10 Year 2011
Änglamark is a tool in strategies
Among Seahorses and SeaCamel
Coop analysis and strategy for a living sea
Mikael Robertsson, Miljöchef Coop Sverige
Jellyfish burgers or eco-labeled fish
- what future do you prefer?
And a Prize
Organic sales Coop Sverige 1984 - 2008 (tonnes)
60 000
50 000
37 510
15 007
35 989
+10% sales organic
turnover year 2010
30 592
40 000
TON
28 614
14 639
30 000
9 824
18 935
20 000
D
A
T
A
10 000
S
A
K
N
A
S
64
0
83
1 568 1 719 2 189
150 376 505 1 167
2 993
8 452
26 414
16 894
13 675
10 926
8 502
19 118
15 894
14 658
6 774
3 116 3 598 5 500
6 730
84 85 86 87 88 89 90 91 92 93 94 95 96 97 98 99 00 01 02 03 04 05 06 07 08
Source: CNDW
2007 and 2008 includes DDF
Staff and Management training
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.
Environment Competition 2007
Sales
Preforming
Activities
First Prize
Studie tripp to Italy- and visit organic farms
Coop Nära Vasalund
Advertising & information
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 12-14 ansjovisar
3-4 dl mellanmjölk
= Denna symbol visar att ingrediensen finns
som ekologiskt alternativ
2 msk kaviar
2 msk tomatpuré
=Denna symbol visar att receptet uppfyller
de krav som ställs för nyckelhålsmärkning
ströbröd
ca 2 msk smör eller margarin
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
Help Consumers
 No use of % product margin
 Campaigns and information
 Information on cashier receipt
 Environmental receipt
Future target
100% organic?
NO!
51% enough
-> turning point
Increased costs and control
on conventional food instead
PPP (pollutor pays principal)
Consumers are the driving Force!
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.
An Environment driven
Business development
Helsinki 23 Mars
Mikael Robertsson
Thank You !