Those Danes: Organic World Record
Last week 30% of all food groceries sold in Irma were organic!
That’s a world record! “The response to our organic week promotion blew all expectations. It goes to show that the interest in organic products is far greater than we think and if you make an extra effort there are great opportunities to grow the market,” says the company president, Alfred Josefsen.
Irma had forecasted a whopping growth in this category – from 13.5 percent last year to 20 percent this year. They grew the category to 30.2%!! Organic foods make up 3.5% of all food sales in Denmark – that’s more than any other country in the world - yet Irma beat even that!
Irma was founded in 1886 - which makes it the second-oldest grocery chain in the world – and is very close to my heart. I grew up around the corner from the (now closed) store next to Park Bio. My friends and I would collect empty beer bottles after open air concerts in Fælledparken and sell them to Irma for cool cash!
Visit Irma online at Irma.dk