The Swedish retailer ICA Sweden will put the tomatoes of the new Frövi greenhouse in its stores. "This initiative means that ICA will increase the proportion of Swedish-grown tomatoes in its core range throughout the year, thereby enhancing Sweden's self-sufficiency in vegetables," the company shares. The agreement is reached via the Swedish Growers' Association.
The 10-ha project initiated by project developer WA3RM is currently being finalized: only last week, a major step was taken by connecting the residual heat from a nearby paper mill to the greenhouse. "By repurposing excess heat, we have created a closed-loop system that benefits both our business and the environment. The greenhouse now has a reliable and renewable source of heat, fostering optimal conditions for growing greens all year round – no matter weather or outside temperatures", the team shared. And once tomatoes will start growing their, we now also know where to find them: in the stores of Swedish retailer ICA Sweden.
According to a SIFO survey conducted by ICA and LRF in May 2023, Swedish consumers have a strong commitment to domestically produced food. Every other consumer cites "reducing Sweden's dependence on imports" as a reason for choosing Swedish food, and every third consumer cites "strengthening Sweden's preparedness."
"Currently, a significant portion of the total consumption of tomatoes is imported. ICA aims to create conditions for consumers to easily choose Swedish-grown produce twelve months a year and has therefore partnered with the Swedish Growers' Association to increase the share of Swedish tomatoes in the country's ICA stores year-round", says Eric Lundberg, CEO of ICA Sweden.
In the new state-of-the-art greenhouse in Frövi, 8,000 tons of tomatoes will be grown. Production is scheduled to start in the autumn of 2024.
"We want to contribute to strengthening Sweden's food supply, and our investment in Swedish tomatoes is an example of how we can do that. This initiative means that we are committing to responsibly increase the availability of Swedish tomatoes. It benefits both the environment and the long-term sustainability of Swedish agriculture while also meeting consumer demand," Eric adds.
"Our goal is to always offer Swedish produce in season, and over the past year, ICA has increased the proportion of Swedish-grown vegetables by 5 percent. Today, approximately 60 percent of our vegetable assortment is from Sweden. Through our collaboration with the Swedish Growers' Association, we are taking another significant step forward in this effort," says Jonas Andersson, Business Area Manager for fruit, vegetables, and flowers at ICA Sweden.
ICA says to have a long-term commitment to Swedish agriculture and a vibrant rural economy, offering Sweden's largest assortment of Swedish and 'from Sweden' labeled food products. "We have a dual societal responsibility to ensure the best possible price for our customers, which is particularly important in tough economic times, and to safeguard a viable and sustainable long-term Swedish agriculture and self-sufficiency."
For more information:
Niklas Rydberger
WA3RM
Tel.: +46 735 08 42 88
Email: niklas.rydberger@wa3rm.se
www.wa3rm.com