SE ICA Gruppen fruit veg department

Photo: Jessica Gow/TT

Swedish retail group ICA has says it will do everything it can to ensure its customers consume at least 500g of fruit and vegetables a day per person by 2025 at the latest.

The commitment is part of a new campaign, unveiled this week, designed to encourage people in Sweden to live a healthy life.

ICA said it would work to inspire its customers with a range of in-store activities that promote mental well-being, physical well-being, and the safe use of antibiotics.

Fresh fruit and vegetables will play a prominent part in the project’s physical focus, alongside a reduction in the sugar content of other food products.

“In view of our size and proximity to people, we have a great responsibility, but also a great opportunity to contribute to positive development in society,” commented Per Strömberg, chief executive of ICA Gruppen.

“We need to inspire and make it easier for our customers to make healthy choices. To further support our customers, we are also developing services to help improve our customers’ mental well-being.”

According to the retailer, only two out of ten people eat enough fruit and vegetables every day. At the same time, new research shows that healthy food habits reduce the risk of developing depression and mental illness.

Four in ten people, meanwhile, eat too much sugar, something which raises the risk of diabetes, excess weight, obesity and poor oral health.

Kerstin Lindvall, ICA’s chief corporate responsibility officer added: “We have set a target that by 2025 at the latest, customers’ purchases of fruits and vegetables will correspond to consumption of 500g a day.

“We will also take measures to reduce the sugar content in our private label products with focus on children and families with children. The hope is that measures like these will make it easier for our customers to live a more healthy life.”