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Brief Published: 26 Mar 2013

Grocery Store Crowdsources Local Products, Denmark


Danish co-operative grocery store chain SuperBrugsen has set up a new scheme that asks consumers to suggest local products they would like to see on the shelves. The initiative, which launched in February 2013, invites customers and suppliers to put forward goods produced within the community either through an online form or by approaching the manager of their local store.

The supermarket, owned by Danish consumer goods retailer Coop Denmark, plans to introduce 500 new locally sourced products. The initiative is part of a wider project called SuperBrugsen Concept 15, which aims to tailor each store to its local area, as well as increase the focus on organic and fresh produce.

“We want to create a modern supermarket with a strong local presence,” explains SuperBrugsen brand director Michael Lion. “Partly because in this way we can separate [ourselves] significantly from the large international chains, which are much the same, whether the store is located in Düsseldorf or Dianalund. And partly because we want to meet an emerging demand to buy more unique foods.”

As we explored in The New Hunter-Gatherer, food provenance is an increasingly important consideration for consumers. In the UK, data published in August 2012 by market research company YouGov indicates burgeoning demand for local products in supermarkets:

  • 45% of consumers think supermarkets should make more of an effort to sell locally sourced foods.

  • 31% of consumers claim that they would buy more locally sourced foods at the supermarket if they knew it was available.

For more on the local food movement, see New Locavores and Edible Authenticity.