What we found is that many stores were already qualified for a bronze brand. Some were also eligible for silver or gold within certain categories. We had Coop Mega stores where the organic proportion for children's food is at 30-40% and for some stores even over 50%, and the sale of organic herbs could be over 90%. The project was a marketing measure to make organic products more visible, get more products into the assortment and hopefully also help to reduce the price. By labelling items in the different categories, it was also easier for the stores to see where they could improve.