Swedish start-up Moreganic Sourcing has a very specific and in-demand remit – “matching supply and demand for organic products with high sustainability values on a global scale”.
The company was founded at the end of 2017 by Johan Cejie, who previously worked as sales manager at Sweden’s organic mark KRAV.
“At KRAV, we often observed that players on the organic market had difficulty in finding one another. Sometimes we saw a surplus of 30 tonnes or organic KRAV-certified apples in Skåne and at the same time, retail buyers complain they can’t find Swedish organic apples. In other cases, we knew that organic chicken wings were in demand in China but this message never reached the Swedish chicken producers.”
Moreganic Sourcing says its main objective is match the most change-driven organic consumers with products already on the market today, or that can be produced through smart product development.
First and foremost the company will aim to help Swedish organic businesses find new export markets, a goal that is strengthened by KRAV’s high organic standard and Sweden’s reputation for high quality and integrity.
Building on its in-house expertise, Moreganic Sourcing has appointed Helena Wistrand as a strategic partner. Wistrand, who is currently on maternity leave, previously worked at KRAV with international trade and processing.
She says: “I’m really looking forward to helping more leading organic farmers and producers to sell their raw materials and products at the right price – in Sweden or other interesting export markets. There are a growing number of consumers all over the world demanding food that is better for our health, animals and the planet.”
Main image: KRAV stand at the Nordic Organic Trade Fair