As demand rises for products with an environmental and health profile, Axfood's offering of such products is also growing. Among other factors, this increase in demand is being driven by more knowledgeable and conscious consumers who are in tune with environmental issues and who are increasingly becoming concerned about the content of the food they eat.
Among the most important reasons cited by customers for choosing organic foods are that they are free from pesticides, good for the climate, and that they vouch for better animal care.
Axfood's goal is that organic products will account for at least 3% of the Group's total food sales by 2012.
Garant Ekologiska varor
Garant Ekologiska varor is Axfood's own brand of organic products. The aim of the brand is to offer organic, everyday foods at a reasonable price. The products are sold in all of Axfood's store concepts. The product line includes 128 items and is being continuously expanded.
The Garant Ekologiska varor brand is described in more detail on a dedicated website: tyckomgarant.se/ekologiskt.
The Fairtrade Certified private label Aware currently comprises 12 products, including coffee, tea and chocolate.