Fruit and vegetable consumption is still too low in Sweden according to the Riksmaten 2011 survey carried out by the National Food Administration, and the tendency is the same in all of ICA’s markets. ICA is working every day to encourage healthy lifestyles. As a major player in food and meals, one of the Group’s most important tasks is to help customers feel well and inspire them to make healthy choices. This is done through various channels and in a variety of ways, but always on the basis of the official Nordic nutritional guidelines and recommendations.
To make it easier for customers to make informed, healthy choices, it is important that the products are clearly and correctly labelled. All of ICA Sweden’s recipes have nutritional values calculated, to make it easier for customers to prepare healthy food. The recipes are distributed through various channels such as stores, ICA’s Grocery Bag, ICA’s website and customer magazines such as Buffé, as well as through digital and analogue marketing. These channels are also used to provide various types of advice on nutrition and exercise. Many ICA stores have nutritionists on hand to give customers tips on healthy choices.
Fresh foods of various types will be a focus in Sweden going forward. ICA will make it easier for customers to find healthy alternatives in stores, including new solutions for fruits and vegetables.
Health initiatives in the Baltic countries
Rimi Baltic is continuing its efforts to encourage customers to make healthy choices. In Latvia, Rimi’s special health chef Normunds Baranovskis participated in this effort by providing good dietary advice in connection with the Nike Riga Run, a sporting and charity event held in August. In September the country’s Rimi stores organised a harvest festival to inspire customers to choose fruits and vegetables. Customers had opportunity to take part in competitions and receive seasonal recipes. The country’s Hypermarket stores have started offering customers salad bars so they can mix their own lunch salads.
In Estonia, Rimi is taking part in a new campaign initiated by the country’s public health agency called “Let’s eat”. The idea is to encourage people to eat at least five portions of fruits and vegetables every day. Rimi Baltic in Estonia is also participating in an initiative to get all customers under the age of 30 who buy alcohol to present proof of their age. The aim is to prevent alcohol being sold to minors.