Premium fruit and vegetable brand SanLucar and Finnish company Vegepörssi Oy have agreed on a long-term partnership to launch and expand the SanLucar brand in Finland. The agreement aims to introduce SanLucar branded products to the premium segment, complemented by standard volume products for the Finnish market.
Through the partnership, both companies intend to rapidly strengthen SanLucar’s presence in Finland and successfully implement its point-of-sale concept across the country’s retail sector. The approach combines highly visible product presentations with SanLucar’s international marketing campaigns, including its Disney partnerships, designed to strengthen the brand’s emotional connection with consumers.
A strategic partnership for the Finnish market
Vegepörssi Oy is an established player in Finland’s fresh produce market, specialising in the marketing of fruit and vegetables for retailers and professional customers. The company is led by CEO Peter Söderlund, while co-owner Markus Ulfstedt will also play an active role in the strategic development of the partnership.
At SanLucar, responsibility for Northern European markets lies with Thomas Boquist, together with Dominik Wehner, Global Commercial Director of the SanLucar Group. These activities form part of SanLucar Northern Europe, which covers the UK, Ireland, Benelux and Scandinavia.
“We are very excited about this new beginning in Finland together with our partner Vegepörssi. Following the successful launch of SanLucar in Sweden, Finland becomes the second Scandinavian market where we are actively investing in our brand,” said Armin Rehberg, CEO of SanLucar.
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“Our goal is to build an open and honest partnership that creates value both for our retail customers and for our production operations,” he added.
Peter Söderlund, CEO of Vegepörssi Oy, also highlighted the potential of the agreement. “SanLucar stands for exceptional quality, strong brand values and innovative point-of-sale concepts across Europe. Together, we want to offer Finnish consumers a differentiated shopping experience while supporting retailers with a unique premium proposition.”
Strengthening SanLucar in Northern Europe
The partnership reinforces SanLucar’s growth strategy in Northern Europe and strengthens its position in the Scandinavian markets. Commercial partners will benefit from a premium product offering, innovative merchandising concepts and close cooperation throughout the value chain.
SanLucar currently offers more than 100 fruit and vegetable varieties, with a focus on premium quality and sustainable own production around the world. The company, founded in 1993 by Stephan Rötzer and headquartered in Valencia, employs around 5,000 people and generates annual revenue of approximately €1 billion.
Its products are grown and marketed in more than 35 countries, including Spain, Germany, Austria, Belgium, Italy, the Netherlands, Sweden, Eastern Europe, Ireland, the UK, Canada, the United States, Latin America, Africa, the Far East and the Middle East.
The company’s philosophy, “Taste in harmony with people and nature”, underpins its activities and a range of social and sustainability initiatives.
