Danish grocery chain Irma has unveiled the first of a range of products sourced from Danish food entrepreneurs, which are now available in selected stores.
The Coop-owned retailer entered into a collaboration with Greater Copenhagen Food Startup and Coop Crowd-funding back in January.
According to a statement from the retailer, the aim of the collaboration is to offer customers a number of new, organic and sustainable products from urban food producers.
The grocery chain also stated that sustainable, locally-sourced products are important and that it will continue supporting the emerging food entrepreneurial culture.
The move forms part of Irma's strategy to be an innovative, urban food house that contributes to the success of an increasing number of food entrepreneurs.
“We feel a commitment to lead the way when thinking new about suppliers." said Søren Steffensen, director of Irma.
"I see it as a matter of course that Irma supports Danish food entrepreneurs who dare to think innovatively, ecologically and sustainably ” he said.
© 2019 European Supermarket Magazine – your source for the latest retail news. Article by Helen Galgey. Click subscribe to sign up to ESM: The European Supermarket Magazine.