Leading Swedish health food brand owner and distributor Midsona is partnering with Stockholm-based organic food retailer Paradiset to launch a new consumer brand – ‘Everyday by Paradiset’ – for easier sustainable choices.
“We are very happy that Midsona with its experience and expertise chooses us as a partner. This means that we can grow and to an even greater extent help our customers make sustainable choices,” says Johannes Cullberg, founder and CEO of Paradiset.
The new collaboration brings together two of the Nordic industry’s most most influential players. Last year, Midsona demonstrated the strength of its ambition when it acquired the German organic food pioneer Davert in a deal worth EUR48.5 million. This month Paradiset won the coveted White Guide Green Eco-Prize for its retail innovation and strong sustainability credentials.
“Midsona and Paradise share a vision of making it easier for people to live a healthy life and feel good. The collaboration is indeed a milestone and means that we can expand our range into the winder Nordic markets, ”says Peter Åsberg, CEO of Midsona.
Food consumption has a great climate impact, while it is one of the areas where the individual can make the most difference. For Midsona and Paradiset, the sustainability issue has always been a central focus, and the vision for the new brand is to get more people to eat good, sustainable and healthy. The business idea is to launch a wide range of sustainable and healthy food products and thereby drive the community development by helping more people make conscious buying decisions.
The cooperation will be organized in a jointly owned company with a focus on brand and product development for the Nordic market.