Newsroom

At this year’s SACC Executive Forum in Washington, Picadeli and Greenfood CEO David von Laskowski participated in a fireside chat with Asmeret Berhe-Lumax from One Love Community Fridge. The conversation focused on a shared mission: making healthy food both accessible and affordable for everyone.

Concepts where customers compose their own mix in-store are both a convenient solution for consumers and a profitable business strategy. The trend report Greenfood Insights #4 highlights how companies that succeed in creating an individualized shopping experience can increase their revenues by as much as 40 percent. –Self-service concepts are a way to future-proof retail, says David von Laskowski, CEO of Picadeli and Greenfood Group.

Kaisa Väistö-Nurminen has been appointed as the new Managing Director of Picadeli Finland. She will take up the position on June 1, 2025. Kaisa succeeds Nina Westerberg, who has successfully led both Picadeli Finland and Salico Oy, two companies within the Greenfood Group. Nina will now fully focus on her role as Managing Director of Salico Oy.

Greenfood started 2025 on a strong note, with profitable growth across the board. Group net sales rose 7.3 percent, led by Picadeli and Food Solutions. Picadeli continued to serve as the Group’s primary growth engine, demonstrating both the strength of its concept and its scalability across markets.

Greenfood continues to strengthen its collaboration with Lidl Sweden by expanding its ready meal assortment. Eight new summer-inspired products are now being launched under Greenfood’s own brand, Greendeli. These products will be available in all Lidl stores across Sweden throughout the summer.

The fact that Swedish salad pioneer Picadeli is at the forefront of the food industry is a well-kept secret. With its AI tool, the company has successfully reduced its food waste and optimized product assortment. Now, Picadeli is summarizing four years of working with AI, launching an entirely new salad bar, and looking ahead.

Throughout 2024, Greenfood demonstrated the trust and confidence it has earned from customers, consumers, and the capital markets. This trust enabled the Group to secure numerous new contracts, establish key partnerships, expand in both new and existing markets, and raise capital to drive future growth. Despite a challenging market environment, Greenfood achieved a major improvement in profitability while maintaining stable sales, further strengthening its position for continued expansion.

Picadeli’s Vegocracy Report 2025 is here! This annual survey takes a deep dive into our eating habits. This year’s report reveals that 9 out of 10 Swedes—equivalent to millions of people—do not eat fruits and vegetables according to recommended guidelines, despite them being the cornerstone of a healthy lifestyle. One in three say they simply can’t afford to prioritize greens on their plate—families with children and the unemployed are the most affected.

Greenfood closes 2024 with strong momentum, delivering another quarter of solid earnings growth.

Greenfood continues its expansion journey and is now further elevating its competitiveness. Through a new agreement with Odlarlaget, Agtira’s high-quality cucumbers will soon be distributed across Greenfood’s extensive network of partners, including retail chains, individual stores, and restaurants.

The future of vegetarian proteins is nutritious, free from additives – and Swedish. New plant-based products are now being launched, featuring ingredients such as wheat, oats, peas, and field beans. Behind these innovations are Swedish food industry players Ahlströms, part of Greenfood, and SimSuFoodS.

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.