At ICA Maxi Högsbo, there should be something for everyone – even for those who seek that little extra. For Viktor Norrbom, sales manager for fresh products, a good assortment is about offering ingredients that you personally believe in and are proud to sell. Bjärekyckling has found a natural place there.
There is a lot that falls within Viktor’s responsibility at ICA Maxi Högsbo. As the sales manager for fresh products, he works with everything from fruit and vegetables to meat, fish, charcuterie, poultry and dairy products. In addition to this, he is responsible for staff, prices, assortment and sales analysis. Despite this, he wants to spend a large part of his workday out in the store. It is there that he meets the employees, sees how the products move and gets a direct sense of what the customers are looking for.
– I’m out in the store all day long. The first part of the day I’m definitely out in the store.
Viktor is relatively new to the position and came to Högsbo from a similar role at an ICA store in Norrköping. The fact that it became exactly ICA Maxi Högsbo was no coincidence. He describes it as a store with high ambitions, which other stores look to for inspiration regarding everything from the range to presentation and operation.
– Maxi Högsbo is a store that other stores look up to very much. They always strive to be the best. That is the goal.
A major investment in Bjärekyckling
Bjärekyckling had been available in the store's range previously, but when Viktor arrived, he chose to expand the range and include a significantly larger selection. The idea was to find a premium-segment chicken supplier that could match the store's high ambitions regarding fresh products.
– I wanted to find a premium segment and a supplier that maintains really high standards. A well-known brand where you know that you can deliver the best to the customer.
Premium is a recurring theme in Viktor’s work. The store has made similar investments in, among other things, beef and pork products. For him, it’s primarily about giving customers the opportunity to choose. Some prioritize price, while others are willing to pay more for a raw material where the quality and care behind the product weigh heavier.
That is why it is important that the range covers the entire spectrum. Anyone who comes to ICA Maxi Högsbo and is looking for a chicken for a slightly special dinner will also be able to find it.
– We have many customers who want the best raw materials. Then we should be able to offer that.
Quality, knowledge and craftsmanship
When Viktor is asked what characterizes Bjärekyckling, the answer comes quickly: quality, knowledge and craftsmanship. But for him, quality is not only found in the finished product. It is also evident in the care – from how the chicken is raised to how the product is packaged, presented and finally met by the customer in the store.
– The bee-eater really cares about its product. About how to raise it, how to package it, and how the customer sees the product. They have established a brand where they always aim for the highest quality.
This is an approach that closely aligns with Viktor’s own reasoning regarding the range. A premium product must earn its place on the shelf. It should not only be more expensive, but also offer something more – and the quality must remain consistent from time to time.
For Viktor, that level of assurance is important. With so many products and categories under his responsibility, he must be able to stand behind what he and his colleagues recommend to customers.
– It’s something you can trust. You get the absolute best and can offer the customer the best. It’s something you’re proud to sell.
Customers want to know more
On the store floor, Viktor notices that interest in how food is produced has increased. The questions no longer only concern what an item costs or how it should be prepared. Customers also want to know more about origin, animal welfare, and breeding.
– There are a lot of questions about organic farming and a lot of questions about whether the chicken is a fast-growing species or not. In my opinion, there are definitely more questions.
At ICA Maxi Högsbo, there are also many customers who appreciate premium products and are happy to choose a better raw material when they feel that it makes a difference. This is especially noticeable when an appreciated product is missing. Then questions quickly arise about when the next delivery is expected.
A collaboration close to the store floor
For a fresh food manager, a good supplier relationship involves much more than orders and deliveries. The range needs to constantly evolve based on what customers demand and what actually works in the store. Here, Viktor appreciates the close contact with Bjärefågel.
The collaboration involves an ongoing dialogue regarding the range, prices, sales plans, and new products. When a new item of merchandise that both parties believe in comes along, together we can find a way to give it a good start, for example through a clear placement or an attractive introductory price. At the same time, Viktor and his colleagues can bring ideas and requests based on what they see among the customers every day.
– When you work with a company on a daily basis, you get a completely different kind of relationship. You help each other with the product range, find what works and can create joint sales plans. It’s very good.
Premium for those who want to choose the best
For some, the price is crucial. For others, taste, origin, animal welfare and production methods play a greater role. A large store needs to be able to meet different needs but also dare to give space to products that are worth a little more. Because when the customer wants to choose the best, it should be there on the shelf.
– It’s better if it’s a little more expensive, but it’s a very, very good product instead. We’re investing quite heavily in premium in all my areas, concludes Viktor Norrbom.
