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ICA Maxi’s award-winning ‘eco-walk’ boosts organic sales by 25%

Swedish supermarket chain ICA Maxi picked up the Eco Effort award at this year’s Grocery Gala. 

Judges commended the retailer’s Nacka (Stockholm) store for imaginatively raising the visibility of its extensive range of organic and KRAV-labelled goods.

“It feels fantastic fun to receive an award for something that promotes a better tomorrow and encourages our customers’ sustainable choices every day. Through our ‘eco-walk’, we have increased our organic sales by 25%, and we are all very proud of that. This will of course lead to a continued major investment also in the future, says Emma Nilsson Billefors, CEO of ICA Maxi Nacka.

The purpose of the Grocery Gala is to recognise grocery industry heroes. This year, the gala was held digitally and was broadcast live on the organizer Fri Köpenskap’s facebook page.

“Through our ‘eco-walk’, we have increased our organic sales by 25%, and we are all very proud of that”

Cecilia Lenbäck, business area manager for food at KRAV, commented: “Congratulations ICA Maxi Nacka for “Eco Effort of the Year”! It is important that stores and store staff put extra effort into making it easier for their customers to make sustainable choices. Here we have a store that takes the help of sign material that KRAV offers and that works to expand its range of KRAV-labeled. Quite simply an inspiration for others to turn their backs on, says Cecilia Lenbäck, business area manager for food at KRAV.

Prior to the award ceremony, 57 nominees participated in 19 categories from Luleå in the north to Höllviken in the south. Ica Maxi Nacka was one of three nominees in the Eco Effort of the Year category. The other two were Hemköpsbutiken in Ryd, Linköping and the e-commerce site mat.se.

Photo: KRAV

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