Ted Stenshed – Greenfood Fresh Produce

In this Brand Growth interview, we delve into the commitment to sustainable growth, CSR and what KPIs are driving success together with Ted Stenshed, Group CEO at Greenfood Fresh Produce in Sweden. Greenfood is a prominent player in the fruit and vegetable sector and has revolutionised its logistics and production and become a beacon for environmental responsibility and social impact over the past year.

KPIS FOR SUSTAINABLE GROWTH

Ted starts by emphasizing the importance of KPIs in driving growth across Greenfood’s diverse business areas. “We are operating within a group of three distinct sectors, including Fresh Produce, one of the largest in the fruit and vegetable sector in the Nordics. Greenfood has a close collaboration with farmers, which is important for a straight value chain. Thus, it is significant to have KPIs on the processing side of the value chain, particularly in the realm of processed salads.

“As consumer preferences shift towards healthier and more convenient options, we must monitor and adapt our KPIs to reflect these changes.”

Therefore, it is important to acknowledge the role of processed salads in driving growth and mitigating the challenges posed by traditional fruits and vegetables. This adaptive approach not only ensures market relevance but also showcases Greenfood’s ability to align our growth strategies with evolving consumer trends,” Ted shares.

CSR INITIATIVES

Greenfood’s commitment to CSR goes beyond traditional boundaries. Ted shares insights into the company’s multifaceted approach to social responsibility, covering environmental, employee-centric, and community-oriented initiatives.

1.Environmental Aspect: “The construction of our new, environmentally friendly facility is a cornerstone of our commitment to sustainability. From green concrete to green asphalt and solar panels on the roof, we have incorporated sustainable elements into every aspect of the facility from the initial state of the process until the finished project,” Ted explains.

“Additionally, we also have an innovation team in our lab who works with all our long-term sustainability projects, including how we can reduce waste. An example of this is how we use the stem from the broccoli to produce a kind of risotto to incorporate into our salad mixes. In this way, we can both reduce waste, but also investigate the long-term benefits of using the whole vegetable and in that way saving on our water reserves,” Ted shares.

2.Employee Well-being: “Of course, our CSR initiatives extend to our employees. Proper working conditions are a given, but also taking care of regulations and our ongoing efforts to ensure employee satisfaction is more than a certainty for us. Recently we underdid audit interviews with all our employees to guarantee fair practices and employee contentment,” Ted discusses.

He continues: “Employee satisfaction is a multifaceted goal, evident in initiatives like the audit and our emphasis on fostering a healthy workplace environment with an accessible gym for example. We’ve instituted programs like ‘Every Step Count’ across Fresh Produce units, fostering friendly competition among teams to encourage physical activity. Recognizing the significance of a healthy workforce, we invest in initiatives that promote exercise and movement.”

3.Community Engagement

“In our partnership with Operation Smile in Ecuador, every container of bananas purchased funds a child’s operation, showcasing tangible and impactful CSR initiatives beyond borders. So far we have completed around 1900 surgeries.”

On top of that consumers themselves scan the QR code on the fruit to give an additional contribution to the Operation Smile project! This social responsibility extends beyond borders and shows the importance of giving back to the communities that contribute to our success,” Ted shares.

“We advocate for public Swedish well-being by addressing vital societal issues and involvement. We´ve been vocal about Sweden’s decision to decline EU funding for providing fruits in schools, opting instead for milk. We strongly advocate for a reversal of this decision. Additionally, advocating for a reduction in VAT on food has been our focus as well. The belief is that lowering the cost of fruits and vegetables can make them more accessible to all, addressing a societal imperative. Our efforts aim to foster a healthier and more equitable society,” Ted discusses.

SUSTAINABLE INFRASTRUCTURE AND LOGISTICS

“When the relocation of our facility and head offices was brought up in 2018, it allowed us to take steps into a paradigm shift in logistics. Departing from mixed temperatures to store goods, we now provide customers with the flexibility to choose their preferred delivery conditions, even allowing for later order placements. This streamlined process minimizes planning complexities associated with multiple factories, presenting a more efficient and climate-friendly alternative,” Ted shares. Recognizing the pivotal role of infrastructure in environmental impact, the facility was conceived with future technologies in mind.

“Our state-of-the-art facility showcases Greenfood’s dedication to sustainable logistics, featuring innovations like a substantial solar panel system and future-ready electric vehicle infrastructure.”

The prospect of offering truck charging stations, tailored for the future introduction of longer-range electric trucks, will position us at the forefront of sustainable logistics practices. Additionally, our facility has a park with trees, bushes, and flower beds to benefit local wildlife,” Ted explains.

RECOGNITION FOR SUSTAINABLE PRACTICES AND FUTURE PROSPECTS

Greenfood’s dedication to sustainability was recognized by the award for the year’s logistics establishment considering the holistic approach Greenfood takes, incorporating sustainability into every aspect of its operations, from logistics and waste reduction to facility design. This recognition not only serves as a testament to Greenfood’s commitment to sustainability but also positions the company as an industry benchmark for others.

“We envision a future where sustainability and health remain at the forefront of our operations, and our efforts continue to evolve and adapt to emerging challenges. Greenfood’s focus on employee health, as evidenced by initiatives like the ‘Every Step Counts’ program and gym facilities, speaks to a long-term commitment to fostering a healthy and motivated workforce. Furthermore, the challenges we faced during the recent facility relocation underscores our resilience and determination to overcome obstacles,” Ted shares.

“Looking to the future, Greenfood aims to prioritize health, sustainability, and innovation, positioning ourselves not just as a market leader but as a trailblazer in shaping the future of the industry.”