Press release -
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.
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We just love healthy food. Making it tastier. Simpler. Better. And more accessible. Passion is what has made Greenfood one of northern Europe’s leading groups in healthy food, and we have a history that stretches back some 50 years. Greenfood had sales of SEK 5.3 billion in 2019 and has approximately 1,500 employees. The business is broad and with our three business areas we are involved in the entire food chain – from growing, processing and delivery to the moment when consumers put forks in their mouths. Greenfood’s business areas are: Picadeli, Food Solutions and Fresh Produce.
Brands within the Group include: Picadeli – the leading European take-away chain that focuses on healthy fast food; Greendeli – a Scandinavian leader in healthy and tasty food-to-go products; Daily Greens – a challenger supplying fruit and vegetables direct from the farms, and SallaCarte – the time saver that allows chefs to spend more time on being creative in the kitchen by offering a wide range of freshly prepared fruit and vegetables. Find out more at www.greenfood.se
