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Malmö double bill draws top buyers and influencers from 66 countries

4488 natural products professionals from 66 countries – including senior representatives from some of Scandinavia’s biggest retailers and distributors, among them Life, Helsekost, Matas, Dansk Supermarket, Holland and Barrett, IKEA, Arket (H&M), ICA, Axfood, Coop Trading, Netto, Lidl, Magasin du Nord, Orkla, Midsona and Total Produce – packed the the aisles at the Natural Products Scandinavia and the Nordic Organic Food Fair events earlier this month. 

Held at MalmöMässan on 14-15 November, the event brought together decision makers from over 1700 companies – interested in expanding their organic food, drink, and eco-living offering from over 500 exhibitors. Notably, nearly a third of visitors cited a corporate spend of over €500,000, and 9% reported over €5 million. 

“Established as the biggest show for natural and organic in the Nordic region, Natural Products Scandinavia and the Nordic Organic Food Fair was a must-attend event for the industry. Many exhibitors have already reported record orders and hailed the show as a significant success,” says Fiona Allen, portfolio director of Natural Products Scandinavia & Nordic Organic Food Fair. 

“This year’s line-up offered our visitors an unrivalled opportunity to see the latest eco living and organic innovations on the market and also get expert advice and insights from leading industry speakers.  From the business deals across the floor, to the standing room only Holland & Barrett live pitch, as well as the exhibition stands that just looked incredible – everyone should be very proud of the creativity and innovation on show here.  This is a fantastic industry to be a part of!” she says. 

High calibre names, leading industry influencers 
Commenting on her exhibiting experience Anna Brightman, co-founder of Upcircle (and Optiat) says: “We’ve had another brilliant year exhibiting at Natural Products Scandinavia in Malmö.  This year we launched our rebrand at the show – a fantastic opportunity to show our new range to our existing partners as well as lots of new ones.  A highlight for us this year was pitching to Holland & Barrett Sweden – and walking away with a listing.  What a phenomenal outcome, and a brilliant way to get our rebrand off to a flying start!”  

“Natural Products Scandinavia is a super, fun show where the active participation of the visitors (for instance in the Holland & Barrett pitch) adds a good twist to these kind of events.  The B2B matchmaking with the Enterprise European Network also deserves the attention of any company looking to attend.  Since the fair I’ve been bombarded with requests from many companies around the world wanting to do business with us, which has been a superb result,” says Martin Chab, founder of Ginger Diamonds Sweden AB. 

Insights, reports and future trends 
Alongside the show’s bustling exhibition, the three theatres (Natural Theatre, Organic Theatre & Natural Beauty Theatre) were a hive of activity throughout. Highlights included a Baltic research report from Moreganic Sourcing, Ekoweb’s annual organic market report, Euromonitor International’s trends in health and wellness, Kosmetikk editor Kristine Rødland’s top beauty picks from the show-floor, Packbridge delivered two sessions about sustainable packaging, and the show’s first live innovation pitch to Holland & Barrett drew in the crowds. 

The show-floor bristled with new launches and latest product innovations.  Optiat launched its new re-branded ‘UpCircle’ – a line of products using waste that would otherwise be thrown away, whilst PEZ International GmbH previewed its very first organic ‘porridge to go’ in pouches.  As well as its range of luxury speciality teas (including one of the most expensive tea’s in the world’), London Tea Exchange introduced its organic Matcha green tea energy drink.  Hevea launched its range of non-toxic/sustainable natural rubber products for dogs and children, Myrtle & Maude presented its new cruelty- free Hydrogel stretch-mark belly mask and Polskie Wody Lecznicze launched its range of ‘healing waters’ that contain natural iodine.  At the Innovation Zone, visitors were able to vote for their favourite products entered into the Natural & Organic Awards Scandinavia. 

To see the results of The Natural & Organic Awards Scandinavia, visit 

Eco-Life Scandinavia launched
Event organiser, Diversified Communications UK, has revealed a new brand and visual identity for Natural Products Scandinavia, which will be known moving forward as Eco Life Scandinavia.  This subtle yet significant change reflects the evolving nature of the vibrant sector that it serves and helps to align the brand with Diversified’s existing natural and organic portfolio.  Continuing to run alongside the Nordic Organic Food Fair, the show is set to feature the very latest eco, sustainable, vegan, and free-from products in food, drink, health, beauty, and eco-living. 

“The new branding and name for 2019 helps to align better with the Scandinavian market. With ambitious plans to grow the show, we felt that the new name, Eco Life Scandinavia, reflects the ever-changing eco and sustainable living market and perfectly summaries what the show is all about,” explains portfolio director Fiona Allen.

“The event is more than just another trade show, it’s an aspirational and dynamic event that helps to promote a sustainable future – and is the annual focal event for the industry to meet and do business,” she adds.  

Save the date for 2019 

Eco Life Scandinavia and the Nordic Organic Food Fair returns to MalmöMässan on 13-14 November 2019. 

For more information, please visit the website on and 

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About the Author

Jim Manson

Writer & Editor
Jim Manson is editor-in-chief of Diversified Communications UK‘s natural and organic publishing portfolio. He’s written widely on environment and development issues for specialist magazines and national media, including the Financial Times, The Guardian, The Times, and World Bank Urban Age

Articles by Jim Manson

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