Consumers increasingly care about the environmental impact and healthiness of their food. Rural food-related SMEs are uniquely qualified to address these concerns.
In response to consumer demands, the hypermarket chain ICA Maxi had decided to increase their sales of local food. Therefore, in 2017, nine ICA Maxi stores and the Federation of Swedish Farmers joined forces with REFRAME to bring the vision to life in West Sweden.
The supermarkets created marketing, while REFRAME identified suitable producers. REFRAME also helped SMEs meet the stores’ demands through sales training, coaching, and mini fairs where the SMEs presented their products for invited buyers. As a result of these efforts, ICA Maxi stores tripled their sales of local products in just three years.
One of the small-scale producers supported by REFRAME is Sofia Kvist, who runs AkSe Gårdsprodukter. A teacher during daytime, she produces carrots in her spare time together with her husband since 2016. At first, they delivered to one ICA store. In 2018, this number had grown to 15 stores.
REFRAME enlisted designers and ad agencies to strengthen the SMEs’ market communication. Sofia received help with the design of a new logo and new bags, which increased her sales.