Picadeli strikes new deal to boost U.S. market presence

Picadeli's expansion into the American market continues. With a new agreement with Weis Markets, Picadeli will open salad bars in the chain's stores in a dozen cities in the Northeastern USA over the coming weeks. This move solidifies owner Greenfood's presence in the U.S. food landscape.

Weis Markets, which operates nearly 200 stores, joins a group of major grocery chains offering Picadeli in the American market, including Albertsons, Schnucks, Sodexo, Compass, and Coborn's. The new agreement with Weis means that Picadeli's innovative concept, where customers can assemble a healthy and sustainable meal in minutes from a digitalized salad bar, will reach even more Americans.

"Americans have a consumption pattern that fits our concept. They often eat meals outside the home, and there is a significant interest in healthy food and a wide acceptance of salad as a meal. By establishing our healthy salad concept, we create efficient and rapid growth, just as we have done in Europe," says David von Laskowski, CEO of Picadeli and Greenfood Group.

Owner Greenfood is one of Europe's leading in healthy and sustainable food players. With Picadeli, it revolutionizes the fast food concept through salad bars that combine advanced technology with innovative design. Picadeli's expansion demonstrates a clear ambition to revolutionize salad culture and offer a modern, convenient, and healthy solution for a broad American audience.

Picadeli is widely appreciated for its significant efficiency gains in stores. Traditional salad bars often require 50-60 hours of work per week, whereas Picadeli's digitized processes and automated ordering systems reduce that time to about 15 hours. With Picadeli's counters and AI-based ordering system, Picadeli can also analyze consumption patterns to both reduce waste and tailor the salad bar's offerings to local tastes.

"Our technology enables us to quickly scale up the concept. Today, Picadeli's salad bars are located at about 100 places around the USA, and our goal is to continue our rapid expansion. Right now, we are opening a new salad bar every week, year-round," says David von Laskowski.

Magnus Holtinger Wallin
Head of Communications
magnus.wallin@greenfood.se

About Greenfood
Greenfood is a leading European player creating healthy and sustainable food that is tasty, affordable, and easily accessible. From Picadeli’s self-service salads and ready-made meals to fruits and vegetables directly from farms spread across a large part of the world. Through our three business areas, Greenfood provides fresh, healthy, plant-based food at various stages of processing to customers in convenience and retail, as well as hotels, restaurants, and catering.

For 2023, Greenfood’s turnover amounted to SEK 5.7 billion and the Group operates in eight countries across Europe as well as in the US with headquarters in the historic heart of the business: Helsingborg, Sweden. Greenfood’s portfolio includes several strong brands, for example: Picadeli, Daily Greens, SallaCarte, Green Deli, and Ahlgood. Read more at www.greenfood.se.

Greenfood’s climate targets are approved by the Science Based Targets initiative, with a commitment to substantially reduce CO2 emissions.