Coop is one of Sweden’s largest grocery chains with 800 stores from Kiruna in the north to Smygehamn in the south and an online store.
Coop’s “knasiga grönsaker” (quirky vegetables) was a new initiative from Coop to reduce food waste and sell at a lower price. As much as 15-30 percent of vegetables are rejected at the production stage.
We integrated the concept of “knasiga grönsaker” into the annual report as an extension of the ongoing campaign. The annual report received significant attention and won gold in the Swedish Design Award.
