Trade
Kolonihagen will take Retail to a new level of organic products in the big cities. But the big økologibølgen with fruit and vegetables lets still wait on themselves.
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Kolonihagen is most known for his ecological matkasser, but in the course of the spring occupies the oppskalerte gründerbedriften the Rema shelves in earnest after having been acquired by the Reitan family.
In may introduced 30 a wide variety of products in Rema, but organic fruit and vegetables lets still wait on themselves.
– We shall be in the 150-200 shops. This is a storbystrategi in the first place, but the goal is that everyone should. We are dependent on the merchants, and it can go faster than we know, ” says managing director Kristina Find in Kolonihagen.
Now expanded the product range with everything from her own juices, cheeses, eggs, frozen bread rolls and ice cream from a variety nisjeaktører. The vast majority of the products with the exception of the coffee is organic.
the Task she has been given is to take organic products to a new level in Retail-shelves to Gram has lifted the chain in Denmark.
Consumer’s first encounter with organic products have been smaller and a little soft cucumbers as well as apples with a slightly sad expression. A bit small, old and too expensive.
Together with the Rema, it is added a femårsplan for all of the companies.
– We hope for a great shift not only to change the Rema, but the whole dagligvaren. We hope this means as much as when the cooktop, ate in the kitchen. People deserve to know what they eat, and eat well, ” says the Finding, that now think Kolonihagen will strengthen the Rema’s position in the helgehandelen.
To swear and be rebels
In the Kolonihagens headquarters in a yellow villa on the Oslo’s best west end is a procurement officer Sverre Gulliksen in the process of testing the vegetables to the upcoming matkasser. For Kolonihagen was matkassene the seed that was millionbutikk.
Even after the Rema acquisition remains the head office a good metro ride away from the Rema headquarters at Ensjø. The plan is to be a centre of excellence.
– We will be swearing in the church, and to be rebels, says Find, who are fully satisfied with the free mandate she has received from Rema-ceo Ole Robert Reitan.
the Rema director of category and procurement, Lars Kristian Lindberg, looking forward to be challenged.
We hope that Kolonihagen will push us so that we get better food, matkunnskap and ecology. Norwegian consumers say the stores are too similar and we will be challenged to get better foods into the shelves and more sustainable development, ” says Lindberg.
With the prospect of higher volumes, hope Kolonihagen boss that the food that has reserved for the few can now be made available for the common people.
Good food has been reserved for the mateliten, says Find.
Fruit and vegetables are the backbone of the økologibevegelsen, but the path up to complete organic selection seems long. First, it must be built to a higher production.
– We would have been further advanced and is impatient on the important category as fruit and vegetables.
Now attempt including new overgangsløsninger for recruiting farmers to organic production.
– the Transition to organic is critical for the farmers. To be certified as organic takes time. The development has stopped because the farmers have not had the distribution, and it’s been thrown large quantities of onions and potatoes.
Kategoridirektøren in Rema hope to build a market also outside the major cities.
Demand for organic products is larger in the largest urban settlements than in other places, but this is something we hope to develop further elsewhere, ” says Lindberg.
Cleaned up in restaturantene
Not all Kolonihagen have engaged in has been a gold mine. In the course of the last year there has been a turnaround in the former gründerselskapet. Restaurantutvidelsen is reversed and unprofitable eateries in Grünerløkka, oslo, Tønsberg and Hamar (franchise) discontinued. The consolidated figures for the Kolonihagen conglomerate shows that the deficit of three million in 2015 is reversed to a profit of two million in the year-ago quarter.
my text has been creating efficient and positive operation, and now we’ve got it. We have cut costs, re-negotiated agreements and built a new organization, ” says Find the that still have with the company founder, Jon Frede Engdahl in the company.
Heavier for matkassene
Also matkassene have experienced stagnation after several years of growth. In the last year, however, fell turnover on the matkassene from 32 to 26 million compared with the previous year. In matkassesegmentet it has come new providers that are running on the price, as well as new grocery stores on the web that also offer competing oppskriftsløsninger.
– For a couple of years ago we noticed an extreme speed in the matkassene, but now we highlight the altered competition and altered forbrukervaner. There are not as many who have an ongoing subscription, while they rather choose to periodeshoppe. At the same time, we see that 70 percent of customers are loyal and do not use other suppliers.
the Bakery, which is delivered to the 20 shops in the Menu before the Rema acquisition, however, is the most profitable part of the business. Now build a new bakery.
Has own church
The largest growth is expected to come in the new sales channel in Retail, and it budsjetteres with a revenue increase of almost 50 per cent in the year.
In Oslo, we have had a ward with a high knowledge to us. Now Rema us the opportunity in cities such as Bergen, Trondheim and Stavanger. We forhaster us not. it’s about to do this right.
Kolonialhagen boss maintains that the organic option is not to lose the soul, even if it now opens a new market in the Retail-shelves.
– We shall not be even a new in the series of the chains ‘ own brands.
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