The Strawberry Sourcing Code is a new and more holistic approach to sourcing products and services central to our guest experience. Our Sourcing Code sets clear requirements for every supplier and product category, including focusing on human and workers rights, animal welfare, climate and nature impact.
Our goal is to get more specific and demanding in our purchasing requirements over time. We've established a three-level system, from general requirements to specific product requirement lists. We have "must" requirements that are non-negotiable and "should" requirements that show what might become mandatory in the future.
Our commitment to responsible business has already been recognized. We were nominated for the “Inspirational Prize” at the Ethical Trade’s Annual Conference and won the Fairtrade prize in 2025 for our sourcing requirements. We are dedicated to delivering amazing experiences, and that starts with having products and services that align with our values.
The Procurement team
The central Food & Beverage team
The Sustainability team
Suppliers
Sustainability consultants for validating the method and process
Dialogue with relevant NGOs and industry organisations
We tailor the sustainability aspects using KPIs for each product and/or category. For example, we can support more sustainable production in several ways:
Requiring coffee or bananas to be Fairtrade certified
Implement reporting on animal welfare initiatives, such as decreased stock density in chicken production or percentage of slow-growing breeds
Partnering with suppliers to increase their volume of products produced with regenerative methods
Our fact-based action plan has enabled us to make strategic decisions that promote more sustainable options for our guests. It has also helped us engage in dialogues with suppliers, who receive a more clear understanding of the issues important to us as a company.
The process has also helped us realize that we are staking out a path towards more sustainable options – today there may only be a few and too costly options, but by taking steps in the right direction together with suppliers we can continue to make progress.
The Code is built to be scaled up over time. We will continuously add more products and categories.
The core of the analysis is dependent on the latest sustainability research and information, and will need to be updated regularly.
Dialogue with suppliers, NGOs and industry organisations must continue.
We will communicate more details about the method and benefits of the Sourcing Code as transparently as possible. We are proud of our progress and our potential, and view it as an important tool to strengthen our brand and credibility in our sustainability work.
For more information contact: Caroline Strindmar at caroline.strindmar@strawberry.se