Arla is testing the use of the Från Sverige (From Sweden) label on around 20 products in its range.
- We launched our Swedish milk jug symbol back in 2015, before the Från Sverige label existed. Over the years, more and more producers have started using the label, and it has become increasingly recognized. Swedish-produced food is a top priority for many of our customers in both retail and foodservice. That’s why we want to explore whether the Från Sverige label makes it easier for consumers to choose Swedish products, says Jens Olsson, Sales Director at Arla Sweden.
Från Sverige is a voluntary origin label that makes it easy to choose products that meet the following criteria: grown, born and raised, processed, packaged, and controlled in Sweden. Tina Stugemo, CEO of Svenskmärkning, welcomes Arla’s decision to join the initiative.
- The Från Sverigelabel has strong and valuable support throughout the entire food supply chain. Awareness and trust in the label are both high. Having domestic food production in Sweden is a major advantage, and this label makes it easy to find and choose Swedish products. That’s why we’re happy that Arla has decided to join, she says.
The test period will begin in week 20 and continue through the end of the year. Arla will then evaluate the results and decide how to proceed.
The Från Sverige label is managed by Svenskmärkning. Today, around 230 companies use the label, and more than 12,000 products have been approved across various categories, from dairy and meat to fruits and vegetables.
Read the full press release HERE