More customers want to visit the food giants


The food takes now new routes to customers from growers and farmers. Interest in buying locally produced food directly from the producer has increased. Farmers organize their own channels, such as the Farmer’s Own Market, and many also sell, for example, meat in their own small unmanned farm shops. In addition, there are so-called rekordings all over the country, which means that the customer books goods online and then collects them at a fixed time and place where the farmer leaves the food.During the pandemic, more and more people started buying food via recorings, says Stina Dahlquist, a farmer in Höglund in Jämtland. But now I don’t experience any decline,” she says.Her farm is selling among other things, meat and vegetables directly to customers in the local area via their rekoring. “I sell everything I produce via reko.” I get from customers is that it is about as expensive to buy from me as to shop at Coop or Ica. Then they would rather buy from me, who is a small-scale producer. I don’t have to raise my prices as much as the chains.” She also believes that many people want to favor small-scale production and local businesses. “I’m impressed by people. They are having a tough time financially, yet they buy locally produced food.”In Skåne there is Mylla, who took the idea of ​​selling directly from producer to consumer one step further. Mylla is an organization that was formed by producers in 2019 to be able to sell their goods to consumers via a common website. “So far, we are tiny. We expect to sell for 25–27 million kroner this year, but this could be a billion-dollar deal,” says Jens Thulin, who is one of the founders. He is a meat farmer himself, and tired of all the middlemen. Together with other producers of meat, poultry, fish, vegetables and bread, Mylla was created. “We are around 120 producers now, but more are coming and we are growing. In December last year we had 736 unique articles on the website, in April we had 1,000.” He says that so far this year, sales have increased by 230 percent. “We have sold as much in five months as in the whole of last year.”Farmer Stina Dahlquist from Långberget’s farm sells locally produced goods via a counter at Stortorget in Östersund. Photo: Per Danielsson/TTThe goods are ordered on the network and is driven home to customers in Skåne above all, but also to a certain extent in the Stockholm and Gothenburg areas. A similar organization exists in the north, Noah in Umeå. Jens Thulin says that Mylla wants to become an alternative for customers who want to buy food that is produced in Sweden. Now, when the prices of food are soaring in the stores, he sees that both customers and producers benefit from trading with each other directly. There will be better margins for us and lower prices for the consumer.” be anonymous producers. At the food giants’ online store, it’s quite boring.”He thinks so too that it is good to create alternatives to the big chains.”The food giants get a lot of criticism now, but we don’t want to single anyone out. Although it is unhealthy that a market with a turnover of one billion a day only has three players,” says Jens Thulin. Gustav Dellback is a former ICA trader, who has now moved on and instead runs a kind of distribution center for small, local food producers, which also helps small producers with digitization so that they can reach out. He sells on to, among other things, restaurants and small shops all over the country, so that the goods from, for example, the mustard producer or the broth producer reach a larger market than the local one.”We connect the small food producers with for example delicatessens. Producers are often small, and have difficulty reaching out.”Farmer Stina Dahlquist hands out pre-ordered rhubarb and radishes at Stortorget in Östersund.Farmer Stina Dahlquist hands out pre-ordered rhubarb and radishes at Stortorget in Östersund. Photo: Per Danielsson/TTOften they just can sell the goods very locally. But through his company, they reach out more broadly. “You don’t have to enter Ica’s range to reach out,” he says. Now a lot is happening in the food sector, he says. But on a small scale, so far. Other paths from producers to consumers are opened up via digitization.”I don’t think the big chains know how to deal with what’s happening now. They are engrossed in their own business.”He believes that customers will want to shop more and more on the side of the chains in the future. “Many people think that it is only with the chains that you can buy food. But actually there is a lot more. It’s growing now,” says Gustav Dellback.

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