Fruits and vegetables of the highest quality with an unbeatable taste. Greenfood’s subsidiary, Ewerman, is now entering a new partnership with premium supplier SanLucar, further strengthening both its product range and customer offering. With over 130 seasonal products – from sushi-grade pineapple and avocado to mangoes, citrus fruits, grapes, blueberries, and tomatoes – this collaboration ensures a constant flow of new and exciting flavors.
Greenfood is one of the largest players in the healthy food industry and has experienced significant growth in recent years as more people choose fruits and vegetables as a central part of a nutritious and balanced diet.
Now, it has been confirmed that Greenfood and SanLucar have signed an exclusive partnership agreement. As of January 1, 2025, SanLucar’s products are part of Ewerman’s premium fruit and vegetable selection.
– Consumers are increasingly demanding a premium range with products that not only maintain high quality but also offer outstanding taste. SanLucar provides a fantastic selection that our customers will appreciate. With their own farms worldwide, they can guarantee top quality and exceptional flavor, building trust in their products. Additionally, each season brings new and exciting offerings to the fruit and vegetable shelves," says Robin Ärlebring, category manager for the premium segment at Ewerman.
The entire concept behind establishing a premium segment at Greenfood is to ensure that customers always know what they are getting and can trust the brand. SanLucar’s extensive selection, ranging from citrus fruits and pineapples to tomatoes and smoothies, is a clear example of this – products that stand out not only for their quality but also for their unique characteristics.
– As a premium brand, taste and quality are our top priorities. But our fruits are also often larger. For example, our pineapples stay on the plant longer, receiving more sunlight, which increases their sugar content and enhances their flavor," says Armin Rehberg, CEO of SanLucar.
Another example of SanLucar’s high quality is their clementines. They have an extended season because they are grown at higher altitudes, allowing for a later harvest. Their sugar levels are also measured more frequently than usual to ensure the perfect balance between sweetness and acidity in the harvested fruit.
– SanLucar is a perfect partner for us; they are leaders in the premium segment and deliver top-class fruits and vegetables. Their products not only enhance the fruit and vegetable section but also provide consumers with a better experience and more flavorful choices. This partnership is about driving growth – for the entire category," says Ted Stenshed, CEO of Greenfood’s Fresh Produce business unit.