SHORT DESCRIPTION OF THE PROJECT
Anna comes from the eighth generation of family members who live and work on Där Söre. This Swedish farm has been in the family since 1765 and produces potatoes, strawberries and vegetables that are sold to companies and directly to consumers. During the summer, there is also a farm café and a small shop that sells locally grown and locally made products from other farms and small enterprises. Tourists and local families seize this opportunity to have a picnic and stroll around too. The farm is certified by the Swedish IP – standard certifying contributions to sustainable development in crop and animal production. Anna’s approach focuses on reducing waste, and changing the standards and packaging of potatoes. The farm and company employ about 50 people, most of whom are temporary workers during the summer season.
In 2000, Anna Willén realised that producing potatoes and selling to companies and directly to consumers was not very profitable and generated a lot of waste, because any potatoes that were too small ended up being fed to pigs. By selecting small potatoes and packing them in 1 kg bags, Anna created an innovative concept for the Swedish market, which was not used to seeing small bags of potatoes sold straight to the consumer. She called them “Gourmetpotatis” (gourmet potatoes). Anna also reduced waste by printing the product information and recipes straight onto the bag. Her gourmet potatoes became a premium product, which have increased incomes for all farmers who have adopted these new communication and packing methods. Potatoes have once again regained their rightful place in Swedish food culture.