Scan Magazine | Business Profile | FoodService Danmark
The future of wholesale With 29 cash and carry stores all over Denmark, Dagrofa S-Engros is already one of the strongest wholesalers on the Danish market. An increased focus on the food service customers, product traceability, and flexible customer service will, says director Thomas Nielsen, take the company into the future as Denmark’s number one wholesale partner. By Signe Hansen | Photos: FoodService Danmark
As the first wholesaler in Denmark to implement a self-service concept back in 1961, Dagrofa S-Engros has always been ahead of the game. Back then, the company’s customer base consisted mainly of small independent grocers and the change was a way to allow for a more flexible and cost-efficient way for them to purchase stock. As the wholesaler became part of FoodService Danmark in the late ‘90s, the focus shifted increasingly towards Denmark’s thriving food service industry. With the shift followed a wide range of changes and additions to both product 78 | Issue 102 | July 2017
range and service strategy. Today, whether the customer is a café, a restaurant, a pizzeria or a corner store, Dagrofa SEngros’ focus is not just on selling groceries, but on adding value, explains Nielsen. “Our overall aim is to become Denmark’s number one wholesale partner. Some of our groceries you might be able to get elsewhere, but the close partnership we have – through FoodService Danmark – with high-profile chefs and other customers in the food service industry means that we have the competencies to offer a completely different level of service. We
look to add value for our customers – it’s not just about handing over goods.” In order to achieve just that, Dagrofa S-Engros will be piloting “the wholesale store of the future” next autumn. If successful, the new store concept and design is to be rolled out on a national scale in 2018.
Products with a story FoodService Danmark’s focus on the foodservice industry has led to continuous expansion through acquisitions of quality purveyors. Today, the company includes numerous specialist purveyors delivering high-quality meat, organic fruit, vegetables, and fresh fish. Through these new product ranges, current trends such as storytelling, organic food, and product traceability are all to be incorporated in Dagrofa S-Engros’ stores.