Radical Stockholm-based organic retailer Paradiset City won this year’s Eco Prize at the White Guide Green gala on June 12.
The business is distinguished by its predominantly organic product offer and its uncompromising sourcing policy (and lengthy Black List of prohibited ingredients).
Paradiset’s equally uncompromising founder and CEO Johannes Cullberg has previously lambasted the dominant grocery retailers “for selling so much crap”, and has pledged to wage war on “fake food”.
Picking up his award this week, Cullberg offered his recipe for healthy and sustainable food retail: “It is simple, remove shit products from the shelf, so there is room for ecological and sustainable products. Talk about the benefits so that customers understand them, and keep messages simple and to a minimum.”
White Guide Green judged Sweden’s most sustainable food stores for the second year in a row using a range of rigorous criteria.
Sweden’s lead organic body KRAV paid tribute tribute a store “that in an innovative way highlights the KRAV-labelled range and thus communicates the added value with KRAV-labelled”.
“Communicating and inspiring sustainable choices in stores is a challenge that Paradiset City has really taken on! By daring to opt out and stand out, they show the way and inspire us to choose more ecologically and KRAV-labeled,” said Cecilia Lenbäck, business area manager food at KRAV.