Coop, a leading grocery chain in Denmark, has announced a significant price reduction on organic milk, following a trend of lowering prices on over 200 dairy products. The company's commitment to reducing the price gap for organic milk is driven by a collaboration with Thise Mejeri, a partner dairy company. According to Lars Rasmussen, category director at Coop, the objective is to ensure that organic milk remains affordable for consumers. A liter of Thise's organic low-fat milk will see a reduction of one krone, reflecting Coop's overall investment in lowering prices by more than 100 million kroner.

This price cut is particularly important in the context of rising food prices and consumer concerns about affordability, especially regarding organic options that are often perceived as being more expensive. The initiative by Coop aims to make organic dairy products more accessible to a broader range of consumers, maintaining interest and demand for such products amidst competitive pricing from conventional dairy options. The decision comes at a time when consumers are increasingly attentive to sustainable and ethical sourcing, making organic products more appealing.

Coop operates several chains including SuperBrugsen, Brugsen, Kvickly, and 365discount, thereby reaching a large customer base across Denmark. By lowering prices, Coop not only fulfills its commitment to sustainable agriculture but also addresses the growing competition in the grocery sector, especially in the organic market. This move can potentially influence other retailers to follow suit in adjusting their pricing strategies, ultimately benefiting consumers through increased affordability in organic dairy products.