ICA I love eco Swedish Organic Firm Potatoes

ICA I love eco is the premium organic private label brand of ICA Gruppen, one of Sweden's leading retailers. The product shown is a 2kg bag of firm organic potatoes, which are grown and packaged in Sweden, as indicated by the 'Från Sverige' (From Sweden) and KRAV labels on the packaging.

Originally established as a cooperative-style model to support independent retailers, ICA has evolved into a major corporate entity. While it previously had international shareholders like the Dutch retailer Ahold, it returned to majority Swedish ownership. In 2022, ICA Gruppen was taken private by Murgröna Holding AB, a company owned by ICA-handlarnas Förbund (the Association of ICA Retailers) and AMF Pensionsförsäkring. This structure ensures that the brand remains under the ultimate control of its network of independent Swedish store owners.