Change at ICA proves a success – coming to more stores

A new initiative inside ICA stores has led to a sharp increase in sales. Now, more ICA stores across Sweden are choosing to introduce the technology.

Growing lettuce in-store

An unusual sight has appeared among the shelves of several ICA stores across Sweden. Lettuce and fresh herbs are now being grown inside the grocery stores themselves, just a short distance from where customers then purchase the produce.

The initiative appears to have become a success. Shortly after the growing facility was installed at ICA Maxi in Ängelholm, sales of fresh lettuce increased by 55 percent. Sales of fresh herbs increased by 37 percent.

“Just as in-store bakeries have become a natural part of the grocery store environment, we are now seeing in-store grown vegetables take their place and change the way we think about freshness, taste and sustainability, The Green Bakery,” says Anders Eriksson, CEO of supplier Swegreen.

The popularity of the in-store growing concept has now led the store to continue its investment.