Companies join forces to bring SanLucar-branded products in Finnish supermarkets
SanLucar and Finnish company Vegepörssi Oy have entered a long-term partnership to introduce and roll out the Spanish brand in the Finnish market. The goal is to develop SanLucar-branded products within the premium segment, complemented by standard volume items for the Finnish market, and implement the SanLucar point-of-sale (POS) concept in the country’s retail sector.
The alliance will bring SanLucar’s high-visibility product displays to Finnish retail, alongside its marketing campaigns – including Disney campaigns – to strengthen the emotional connection with the brand.
Vegepörssi Oy is a dynamic player in the Finnish fruit and vegetable market. The company is led by CEO Peter Söderlund. Markus Ulfstedt, the company’s co-owner, who will play an active role in the strategic development of this partnership. On the SanLucar side, responsibility for Northern European markets lies with Thomas Boquist, alongside the company’s global commercial director Dominik Wehner. In addition to Finland, he oversees the UK, Ireland, the Benelux region, and Scandinavia.
“We are very excited about this new beginning in Finland alongside our partner Vegepörssi. Following SanLucar’s successful launch in Sweden, Finland becomes the second Scandinavian market where we are actively investing in our brand. We are embarking on this new phase with the goal of building an open and honest partnership that creates value for both our retail customers and our production operations,” said Armin Rehberg, CEO of SanLucar.
Söderlund commented: “Across Europe, SanLucar is synonymous with exceptional quality, strong brand values, and innovative point-of-sale concepts. Together, we aim to offer Finnish consumers a distinctive shopping experience and support the retail sector with a unique premium proposition”.
SanLucar said the alliance would reinforce its growth strategy in Northern Europe and solidify the brand’s position in Scandinavian markets.
