DENMARK: Brugsen changes organics strategy

After several years with impressive growth in organic food, the Danish cooperative chain Brugsen has decided to redirect its organic policy. The chain will concentrate on selling organic foods in city supermarkets, where interest has been shown to be greatest. While the move has been interpreted by some as a lack of commitment to organics, this is far from the truth. The selected stores will stock a wider range of organic products than hitherto, and will also boast a trained organic specialist to answer customer queries. The other stores will continue to stock organic food, although a member's bonus of 5% currently in operation will be discontinued. To compensate for this, net prices will be lowered. The group aims to increase revenue from organic food by DKr50m.