Finland’s largest eco-chain Ruohonjuuri (grassroots) has opened a concept store in Stockholm, Sweden, under the name Happy Food Store.
The Stockholm store is the Finnish chain’s twelfth, and its first in Sweden.
The Ruohonjuuri ethos is based on ‘spreading happiness’ – hence the badging for the new venture. The new store sells a wide range of organic food, natural cosmetics and health products. It also features a Finnish Green Street Café, serving raw food pastries and healthy dishes from Finland.
“It feels amazingly inspirational and fun to finally be able to open the Happy Food Store in Sweden. For many years, we have received inquiries from Swedish customers who visited our stores in Finland,” says Happy Food Store’s Swedish Country Manager Bength-Eric Pettersson.
Ruohonjuuri, founded in 1982, is a pioneer in Finnish eco trade and annually distributes prizes and scholarships for innovations that promote the environment and sustainable development. The company also prioritizes cooperation with locally based suppliers. Every month, the retail chain donates the full profit from the sale of a nominated promotional product to a charity project chosen by customers.
The Swedish trade magazine Food Supply reports that Ruohonjuuri aims to open 10 stores across Sweden in the coming few years.