About Blueberry
A “feel-good-factory”
Blueberry Lifestyle AB was created with the vision of working as a “feel-good factory” for its customers, helping to improve their well-being in all sorts of ways. With a holistic perspective on people – and on life itself – and with inspiration gathered from around the world, including London, New York and LA, the objective was to stylishly present both health and healthfoods to the market. And most importantly, aim to be truly inspiring!
Our first Blueberry store – opened in Stockholm on December 1, 2006 – is a 120 square metre “oasis of health”, where we aim to offer health for both body and soul in a modern way. We sell a wide range of organic and fair trade products, healthy lunches, smoothies and freshly squeezed juices, as well as offering services such as outside catering, nutritional therapy and coaching. We have a wide range of gifts and many new and trendy health products that will suit all lifestyles and audiences. Our customer base is wide – everyone from health gurus, allergy sufferers, fitness freaks and environmentalists to just lovers of good food – and our aim is that they can all identify with the values and philosophy of Blueberry.
We intend that Blueberry should constantly evolve and grow as a company. At present there are two other Blueberry branches in central Stockholm – a juice and smoothie bar and a shop and cafe. We also have a production and catering kitchen that produces all our own food from scratch.
Conscious choices
As the name suggests, Blueberry is a ”lifestyle company”. We thrive on offering our customers what we call “conscious choices”. We want everyone to be able to make active and more informed choices throughout their daily life – not just when they shop with us, but everywhere!
A “conscious choice” can relate to many different things – for example, choosing a product which is natural, organic, fair trade, locally produced, environmentally friendly or sugar-free. Of course, a single product is unlikely to be all these things combined – it would be almost impossible to make such an optimised buying decision! What is important is that whatever our customers buy and consume needs to be good, and feel good, for both themselves and their families. In addition, we also try to always offer alternative options, for example gluten-free, lactose-free and vegan products, to help our customers who need them – after all, people with allergies have to make “conscious choices” all the time!
However, we don’t try to get our customers actively involved in these choices if they don’t want to. They can simply enjoy our wide range of tasty, beautiful, nutritious – even humorous – goodies, and experience our shops’ relaxed atmospheres, with the certainty that we have already made responsible choices for them, choices that are so crucial in these environmentally challenging times.
Environment and CSR
Taking care of the environment and fulfilling our social responsibility as a company is an important part of our concept – we believe it is all at one with making healthy choices for our bodies. If other people and the world as a whole are healthy then yes, we ourselves will also feel better and be healthier! Every time at Blueberry that we take a business decision, for example on purchasing, deliveries, printing, work clothes, packaging or new routines, we ask the question – how does this decision impact the environment, the world around us and other people? It has become a habit for us at Blueberry and we’ve found that sometimes it has resulted in us making some very unexpected choices.
Information, inspiration and service
At Blueberry we work hard to provide extensive information on our products, both through our website and on display signs in the shops. And we work hard too at educating our staff, so that they can give informed advice directly to our customers. Our mission is to make sure that our customers always know what they are buying, and that they feel enlightened and secure in the choices that they make.
For all of us, caring about the food we buy and eat is important for our health – and for our planet. It’s important for us to get involved in creating a healthier lifestyle for humanity, putting pressure on the companies which supply us with products and services to make the changes that are necessary so that we all survive and feel good in the long term. But equally important we need to be realistic, setting achievable goals for ourselves and not forgetting to simply enjoy good food and drink, so that we feel happy, inspired and have time for other things in life. Whether we want to lose weight, feel more alive, get better after an illness, strengthen our immune system or simply live in harmony with nature, there is one simple lesson: add good habits to our lifestyles and there will be less space for the bad ones!
At Blueberry, we feel it’s important that whenever we communicate with our customers we add value – in inspiration and in service. We don’t believe that for our customers to just apply restrictions and deny themselves what they truly enjoy will create a sustainable lifestyle change or more conscious choices in general – instead, it is Blueberry’s duty to “package” those conscious choices in a way that makes our customers take them to heart and choose them as part of everyday life.
We therefore value creativity very highly within the company, whether in our recipes, the ingredients we select, the way we name our products, how they are packaged, the quality of our service, or the way we provide information to our customers and communicate in general. We believe that the total experience of living the “Blueberry lifestyle” – always making informed and conscious choices - should not just be healthy for the body but a truly exciting journey, and one that will last a lifetime. This is what Blueberry will always aim to deliver – “lifestyle with a twist”.