Dagrofa

Dagrofa was founded in 1983 in Denmark following a merger between Dagros and Brodr Justesen. The company operates in the wholesale and retail sector. It was acquired by NorgesGruppen and KFI in 2013. 

In the wholesale sector, Dagrofa operates Supergros following a merger with Centralkob. 

The firm operates a total of 400 stores under the following banners for which it holds the franchisee license:

• Spar
• MENU
• Min Kobmand
• Let-Kob

It also has a subsidiary, Dagrofa Foodservice, which is a supplier to food service businesses. Dagrofa also operates 29 cash & carry wholesale warehouses. 

In 2021, Dagrofa was nominated as one of the finalists in the Convenience Foods/ Food To Go Category for the European Private Label Awards.

With a workforce of 14 000 people, Dagrofa makes an annual turnover of €2.3 billion. Moreover, the enterprise’s organic sales have increased by 20%.

Dagrofa operates its own labels, that are produced using sustainable palm oil exclusively, which include (but not limited to):

• OMHU: a brand of food items
• Gestu: a range of food items like ready-meals, canned food, pasta, etc.
• Green Balance: a brand featuring food, personal care and household products
• First Price: various products sold at low prices

Vegan and healthy options are available as well.

Dagrofa operates its own quality department and manufacturers are regularly audited to make sure that they all adhere to Dagrofa’s requirements regarding quality, hygiene, safety, etc. 

The company has been taking measures to reduce CO2 emissions. The company has switched to LED lighting. 

Moreover, the business is reducing wastage by donating its surplus to those people in need. Products which are close to their expiry date are sold at cheaper prices. Customers just need to download a mobile phone application which will notify them when these products are available for purchase.