The students in ICA Retail Club met with Josefine Carlberg and Nils Bohlin, both at ICA-handlarnas Förbund. The pair started off with a brief introduction of the organization and the issues ICA retailers are facing in the current macroeconomic climate. The main concern highlighted was that customers buy too few organic and locally produced products which is turning out to have huge effects on the farmers and Sweden's agriculture. Subsequently, the students were asked how this could be improved by making one either permanent or temporary change to the assortment and also launching two campaigns.

The students then split into teams and the solutions and ideas were presented through powerpoint in front of the other students as well as the two employees within ICA-handlarnas Förbund. The theme and common denominator among the students' ideas was increasing the awareness of the situation, enhancing the shopping experience by incorporating more local elements into the store environment and also providing ready-made bags in the store based on a county's specific local products.

Hugo Andersson, Key Account Manager, ICA Retail Club