Greenfood accelerates in Denmark

Greenfood, one of Europe’s largest groups in healthy food, inaugurated its modern logistics center Greenhouse in Helsingborg in 2023 – strengthening opportunities to collaborate with partners in the Danish market.

Demand for ultra-fresh meal solutions, with fruit and vegetables cut, processed, and delivered the same day, is growing strongly in Denmark. Consumers here are known for their awareness, with high demand for sustainable and plant-based alternatives.

Björn Johansson, a pioneer in fruit and vegetable processing with over 30 years of industry experience, sees a robust Danish market. The Danish food industry is characterized by tough competition and high standards for quality and sustainability – something that benefits companies focused on freshness and innovation.

“The Danish market is mature but at the same time fast-changing – with proximity to Europe as a strong driver, and consumers who are often early adopters of new food trends. Denmark is a strategically important market for us, and we are seeing clear volume growth in both wholesale and fast-food segments, where our solutions bring stability and long-term partnerships,” says Björn Johansson, CEO of Food Solutions at Greenfood.

Greenfood’s sales in Denmark increased by 25.6% in both revenue and volume during January–August 2025 compared to the same period in 2024. With revenue of SEK 95.7 million in the first eight months of the year, Greenfood is already close to passing the SEK 100 million mark in Denmark – compared to SEK 97.5 million for the full year 2024.

Demand is Rising Sharply
Today, Greenfood works with several leading partners across both the restaurant and retail sectors. Collaborations span everything from fast-food chains to wholesalers and grocery retail, with growing demand for fresh-cut and packaged salad.

“Demand for ultra-fresh meal solutions is rising sharply. By combining fresh-cut – processed fruits and vegetables in different blends – with Food Solutions, we can deliver products that are both innovative and tailored to the Danish market,” says Johansson.

Greenhouse in Helsingborg – the hub for expansion
In 2023, Greenfood inaugurated Greenhouse, a state-of-the-art, environmentally efficient food and logistics center in Helsingborg. Today, it is the heart of Greenfood’s Danish growth. From here, increased volumes are handled and developed for distribution to restaurants, wholesalers, and retailers.

“With Greenhouse, we can combine efficient logistics with market-driven product development. We have everything under one roof. This gives us a unique model that allows us to deliver with exceptional freshness. What the industry calls ultra-fresh is second nature to us – and it resonates well in the Danish market,” Johansson explains.

The expansion is part of the Group’s international strategy. Greenfood has already seen major success with the rollout of Swedish foodtech company Picadeli, now established in the US as well as several European markets.
 

Facts: Greenfood’s Growth in Denmark

• Growth January–August 2025: +25.6% in revenue and volume vs. same period 2024
• Revenue January–August 2025: SEK 95.7 million (SEK 75.9 million in 2024)
• Volume January–August 2025: 2,861 tons (2,274 tons in 2024)
• Full year 2024: SEK 97.5 million and 2,979 tons
• Full year 2023: SEK 80.4 million and 2,399 tons