Lidl Sweden: The Vegetable Paradox

The Vegetable Paradox. When we dug deep into the science of delivering fresh fruits and vegetables, we came to realize a somewhat mind-boggling thing. The old belief that high quality correlates with high price doesn't apply to this category. It's actually the opposite. When you remove unnecessary middlemen between the farm and the vegetable shelf the quality increases with the quicker deliveries, and the price decreases since there are fewer people cutting in. The Vegetable Paradox was represented symbolically by placing the Lidl store in our farmlands.
Agency: Garbergs