Greenfood is a well-positioned company within the Nordic health food market. The company was established in 2015 following the merger of Picadeli and STC green food.

Together they offer the widest range of traditional fruit and vegetables in their market, as well as an assortment of modern, healthy salad bars. Their mission statement promises customers excellent quality products that are healthy and tasty, and identifies sustainability as an important part of that commitment. In putting sustainability at the heart of its strategy, Greenfood is achieving long-term growth.

Sustainable origin has never been more important to customers. Greenfood understands that people want food that comes from sustainable plantations and includes ingredients that they recognise and trust.

Traceability is also of the upmost important for Greenfood themselves. It must be possible to trace where and when food products were manufactured. “Knowing from where and under what conditions the food is grown or processed is key when communicating quality with our customers” says Mattias Engberg, CFO at Greenfood.

Transparency in the supply chain is a key factor to ensure environmental and social impacts are considered throughout the production process. It enables long-term relationships with suppliers and other business partners as well as enabling new partnerships.

In an international business many products come from parts of the world where injustice and unsafe working conditions are unfortunately still common. Greenfood takes responsibility for operating across borders and takes steps to ensure that its products are produced on fair terms. To meet strict requirements and ensure high standards for food safety, Greenfood works systematically with quality control systems that ensure trace ability and that high standards are met throughout the supply chain.

An increasing shortage of global resources means that it is more important than ever to manage and find solutions to ensure sustainable value chains and to consider their role in a circular economy.

Greenfood believes sustainable agriculture is of paramount importance if they are to produce food without depleting the planet's resources. They are also convinced that sustainable agricultural practices improve the quality of their products.

Around 88 mn tonnes of food are wasted annually in the European Union accruing costs of EUR 143 bn. Wasting food is not only an ethical and economic issue but it depletes the environment of limited natural resources. Quality and durability is essential for the sale of products and reduction of waste.

Greenfood is constantly looking for new smarter ways to reduce, reuse and recycle waste. By reducing waste and material consumption, they can create efficiencies, reduce costs and improve the margins.

Recycling makes it possible for Greenfood to reuse valuable materials in production and distribution. These efforts will also lead to efficiency in the supply chain and ultimately help safeguard availability of scarce natural resources.

Food plays a critical role in public health and well-being. Overweight and obesity is one of society’s serious public health problems.

Today, half of all adult males, more than a third of all women and one in five children are overweight or obese in the European Region. The prevention of obesity requires many different measures, where food is an important part.

There is a clear trend toward healthier diets, but also an increasing demand that it should be easy, convenient and accessible.

Greenfood plays an important role in providing tasty food with high nutritional value. They believe it can help millions of people to get access to a more healthy diet in a simple, convenient and easily accessible way. Greenfood also aims to provide clear and simple information on its products to help consumers make better decisions and inspire its customers to eat a balanced diet.