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Coop, the Swedish supermarket chain has a well established house brand of organic food, in fact the supermarket chain has pioneered the organic product areas since the 1980s in Sweden, helping farmers switch from conventional to organic, working to make organic food more accessible for consumers, and even challenging politicians to do more for the production of organic food in Sweden.

They’re well familiar with a families reasoning for not choosing organic: it’s expensive. Forsman & Bodenfors helped Coop turn this around by asking at what cost are you really saving those pennies on your grocery shopping. By demonstrating what scientists have already known for years, if you eat conventional food, you have a number of pesticides in your body.

One regular family agreed to the experiment and after only one week of eating only organic foods, their test results are dramatically different. As the mother of the household puts it, these are chemicals she does’t want back inside of her children. This ad kicks off a campaign to strengthen Coop’s brand in Sweden, but it also aims to give organic farming a push globally.