Dagrofa Launches Ambitious ‘Gro’27’ Growth Strategy
Danish food group Dagrofa has announced a bold new strategy, ‘Gro’27 – Growth Our Way,’ committing over DKK 1.3 billion (€175 million) in investments over the next three years. This plan focuses on local products, Danish quality goods, and convenient meal solutions to drive innovation and community engagement.
Key Objectives of ‘Gro’27’:
- Market Expansion: Aim to increase market share in both retail and foodservice sectors, with a target operating income exceeding DKK 600 million by 2027.
- Strengthening MENY Brand: Position MENY as Denmark’s leading grocery brand.
- Boosting Foodservice Clients: Acquire over 2,000 new restaurant customers for Dagrofa Foodservice.
- Promoting Local and Organic Products: Be recognized as the top provider of organic, local, and high-quality Danish products.
- Supporting Independent Retailers: Enhance profitability for independent merchants through store expansion and modernization.
- Innovative Meal Solutions: Develop Denmark’s most innovative and convenient meal offerings.
- Leveraging Aarstiderne Acquisition: Utilize the acquisition of organic food company Aarstiderne to strengthen positions in both retail and foodservice sectors.
The strategy includes significant investments in new store openings, upgrading existing locations, and enhancing logistics through automation. Dagrofa’s CEO, Tomas Pietrangeli, emphasizes growth through local empowerment, bold decision-making, and community collaboration.
Pending approval from the Danish Competition and Consumer Authority, the acquisition of Aarstiderne is expected to play a crucial role in achieving these goals.
‘Gro’27’ is set to commence in 2025 and continue through the end of 2027, aiming to foster responsible growth and solidify Dagrofa’s market position.
