The seasons

What The seasons does

Årstiderna (The Seasons) operates a subscription-based direct-to-consumer organic food delivery business serving approximately 100,000 households across Sweden and Denmark. Founded in Denmark in 1999 by farmer Thomas Harttung and chef Søren Ejlersen, the company expanded into Sweden in 2004 and was acquired by Danish grocery conglomerate Dagrofa in 2025. The product portfolio comprises three integrated lines: subscription meal kits (Vegetariska Matkassen and Veganska Matkassen, the only fully organic vegan kit on the Swedish market), curated fruit and vegetable boxes (Premium and Basic tiers delivered weekly), and the Jordens Bästa online grocery store with over 800 organic SKUs. B2B corporate fruit box sales supplement the consumer base.

The underlying technology stack includes an e-commerce storefront, native iOS and Android applications, a proprietary CO2 lifecycle assessment tool ('Årstiderna Food Impact') developed in collaboration with WEMUDA and grounded in Concito climate data, and an in-house packing facility at Barritskov (Denmark) supported by an industrial packing robot ('Robert') and the Den Gröna Verkstaden vegetable/fermentation laboratory. Vertically integrated supply chain assets include two wholly-owned farms — Krogerup Avlsgaard (120 hectares of organic cultivation, Humlebæk) and Barritskov — plus direct grower relationships across Europe and a no-fly procurement policy. The company holds the highest B Corp score among Nordic food companies (106.7, 2022).

The business model is recurring subscription revenue with weekly delivery cadence. Pricing ranges from 332 kr (Budget Mixlådan, ~6.5 kg) to 505 kr (Veganska Matkassen), with an Årstiderna Plus membership offering a 10% discount, free shipping, and no handling fee in exchange for a 6-month commitment. The company operates an owned farm shop (Gårdsbutik) and café at Krogerup Avlsgaard as a brand surface, with primary GTM executed via website, mobile apps, and email/newletter marketing. Triangulated revenue is approximately SEK 660-700M (~USD 65-70M) in 2021, with 21% revenue growth against 6% emissions growth between 2016 and 2021.

Name

The seasons

Legal name

Årstiderna

Website

https://arstiderna.com

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

11–50 employees

Short description

Årstiderna (The Seasons) is a Scandinavian subscription-based organic food delivery company serving approximately 100,000 Swedish and Danish households with weekly meal kits, fruit and vegetable boxes, and 800+ organic grocery items via Jordens Bästa.

Ownership category

akta.pro rank

Product category

Organic Meal Kit & Produce Subscription Delivery

NAICS

Fruit and Vegetable Retailers (44523), Other Specialty Food Retailers (44529)

SIC

Retail-Food Stores (5400)

akta.pro primary industry

Fresh Food Subscription/CSA & Produce Box Retail (CRAHAHAG)

akta.pro secondary industries

Prepared Meal Subscriptions (Chef-Prepared, Recurring) (CRAHAJAD), Natural/Organic Supermarkets & Chains (CRAHAEAA)

Keywords

• Organic meal kits
• Fruit and vegetable boxes
• Organic grocery delivery
• Subscription food delivery
• Seasonal produce boxes

Headquarters

HQ city

Österhaninge

HQ country

Sweden

HQ region

Europe

Offices5 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Infrastructure, Marketing or Sales, Technology or R&D

Revenue model

1. Subscription Meal Kits: Årstiderna generates revenue through subscription-based meal kit deliveries (Vegetarian and Vegan Matkassar), with weekly or periodic deliveries of planned recipes and organic ingredients. Customers can select box sizes and meal types.
2. Fruit & Vegetable Boxes: Pre-curated organic fruit and vegetable boxes (Fruktlådor, Gröntlådor) in various sizes (Premium and Basic tiers) delivered regularly. Includes Böndernas Fruktlåda, Böndernas Lilla Gröntlåda, Budget Mixlådan, and Stora Mixlådan.
3. Jordens Bästa Grocery Store: Full e-commerce grocery store offering over 800 organic grocery items. Operates as an online marketplace with a membership discount program (10% off all purchases, free shipping, no handling fee).
4. Corporate/ Business Fruit Boxes: Årstiderna sells organic fruit boxes to businesses, in addition to consumer deliveries.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core offering

Årstiderna delivers 100% organic food directly to customers' doorsteps on a weekly subscription basis across Sweden and Denmark. The core offering comprises three product lines: vegetarian and vegan meal kits (Vegetariska Matkassen and Veganska Matkassen) with pre-planned recipes and pre-portioned organic ingredients; seasonal fruit and vegetable boxes in Premium and Basic tiers; and the Jordens Bästa online grocery store with over 800 organic SKUs. Customers order via website, mobile app, or customer service.

Product overview

Årstiderna (The Seasons) operates as a subscription-based organic food delivery service offering multiple integrated products: meal kits (Vegetariska Matkassen and Veganska Matkassen), fruit and vegetable boxes (Böndernas Fruktlåda, Böndernas Lilla Gröntlåda, Budget Mixlådan, Stora Mixlådan, and Lilla Nordiska Gröntlådan), and an online grocery store called Jordens Bästa with over 800 organic products. The company also produces prepared vegetable products through Den Gröna Verkstaden (fermented vegetables, toppings, pestos, slaw mixes) and offers mobile apps for iPhone and Android. All products are 100% organic with a no-fly policy and CO2 calculation of operations.

Differentiator

Problem solved

Functional benefit

Brands

• Den Gröna Verkstaden (The Green Workshop): Product development facility creating ready-made products like fermented foods, vegetable blends, toppings, and pestos located at the Barritskov packing facility.
• Smagsmarken (The Flavor Fields)

Products and services

• Vegetariska Matkassen (Vegetarian Meal Kit)

Quantifiable outcome

• 11 kg CO2e per week climate budget for food (WWF One Planet Plate recommendation)
• +4 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Eleven partnerships are on record, tiered core and minor.

• European Growers and FarmerscoreStrategic or Co-development PartnerÅrstiderna has close, long-term partnerships with organic farmers across Europe, particularly in Denmark, Sweden, and Spain. Key supplier relationships include: Pepe (Jose 'Pepe' Aguilera) who grows wasabi, yukina, and komatsuna at scale; Paco Lozano (vegetables including tomatoes and cucumbers); Gines Garcia (citrus); and Dueholm (organic eggs). These relationships are built on mutual values, trust, and multi-year commitments. The company also sources from small-scale fishermen via Hanstholm Fish Auction.
• DagrofacoreStrategic or Co-development PartnerIn 2025, Årstiderna/Aarstiderne was acquired by Dagrofa, one of Denmark's largest food retail conglomerates. Dagrofa aims to become even better at local and organic food through this acquisition.
• Krogerup Avlsgaard (Owned by Danish Ministry of Environment and Energy)coreStrategic or Co-development PartnerKrogerup Avlsgaard is owned by the Danish Ministry of Environment and Energy and is rented by Årstiderna's co-founder Thomas Harttung. The farm has been operated as an organic agricultural operation focused on crop production since 1999. It houses Årstidernas customer service, product development, and farm shop.
• ConcitominorStrategic or Co-development PartnerÅrstiderna collaborated with Concito, a recognized climate consulting firm, to develop a comprehensive report on the climate footprint of products they sell, covering over 400 items. Concito data was used as the basis for the Årstiderna Food Impact CO2 database.
• KLS PureprintminorStrategic or Co-development PartnerKLS Pureprint is Årstidernas supplier of printed materials. KLS Pureprint is the only printing company in Northern Europe (and one of three globally) that is 'cradle-to-cradle' certified, ensuring environmentally responsible printed materials.
• Fælleshaverne (Community Gardens)minorStrategic or Co-development PartnerFælleshaverne are community gardens located across Denmark, including at Krogerup Avlsgaard. Årstiderna provides access to organic land, a wide selection of organic seeds, and organizes both in-person and digital cultivation courses to inspire interest in growing.
• Prime Logistik ABminorImplementation/ SI/ Consulting PartnerPrime Logistik AB handles returns processing for Årstiderna at their facility in Sofiedalsvägen 10, 238 37 Oxie, Sweden.
• Dueholm (Organic Eggs Supplier)minorStrategic or Co-development PartnerDueholm, located south of Skanderborg in Denmark, is a pioneer in organic eggs. Lars and Susanne began selling organic eggs in the early 1990s. They also pack eggs from other organic farms including Hvolbækgaard.
• Danish and Swedish Organic Certification BodiesminorStrategic or Co-development PartnerÅrstiderna works with Danish (Fødevarestyrelsen, Landbrugs- og Fiskeristyrelsen) and Swedish (Livsmedelsverket, Jordbruksverket) organic certification bodies to ensure regulatory compliance with EU organic standards.
• MSC (Marine Stewardship Council)minorStrategic or Co-development PartnerÅrstiderna requires that all their fresh and frozen fish and shellfish be MSC-certified, ensuring sustainable fishing practices that protect fish stocks, marine environment, and ecosystems.
• WWF (World Wildlife Fund)minorStrategic or Co-development PartnerÅrstiderna references WWF's One Planet Plate climate budget for food (11 kg CO2e per week) as a benchmark for their meal kit climate impact calculations, helping customers understand their food climate footprint.

Scale indicators5 records

Recent moves7 records

Expansion highlights7 records

Emerging players

• Hungryroot: US-based AI-driven meal planning and grocery delivery service with a similar hybrid meal kit + grocery store model. Comparable in combining subscription meal kits with broader grocery/food retail, though tech-led rather than farm-led.

Direct peers

• Abel & Cole: UK-based organic produce box and grocery delivery service. Highly comparable business model: organic-only assortment, subscription-based home delivery, fruit/vegetable boxes plus grocery range. Closest international analogue to Årstiderna's business model.
• Marley Spoon: Global meal kit subscription service operating in Sweden and Denmark. Directly competes with Årstiderna's meal kit offerings (Vegetarian and Vegan Matkasse) with similar weekly subscription model.
• Middagsfrid: Swedish meal kit subscription service that was historically a direct competitor in Sweden's meal kit market. Targets similar consumer needs with weekly meal kit deliveries.
• Linas Matkasse: Swedish meal kit subscription service operating in the same Swedish market as Årstiderna. Offers weekly meal kits with similar value proposition (convenience, pre-portioned ingredients) though with less emphasis on 100% organic.
• Riverford Organic Farmers: UK organic vegetable box scheme and meal kit provider, farmer-owned. Closely matches Årstiderna's organic-first, farm-to-doorstep model and seasonal produce box approach.

Broad incumbents

• Dagrofa: Parent company of Årstiderna since 2025; one of Denmark's largest grocery conglomerates operating Meny, Spar, and other retail banners. Provides retail-distribution context and B2B scale for Årstiderna's organic assortment.
• HelloFresh: Largest meal kit operator globally, with operations across Europe including the Nordics. Directly competes in the meal kit subscription space but at significantly larger scale and with broader (non-organic-only) sourcing.

Regional players

• Mathem: Sweden's largest online grocery retailer, delivering conventional and organic groceries across Sweden. Competes with Årstiderna's Jordens Bästa grocery store offering, though with a broader (non-organic-only) assortment.
• Paradiset: Swedish organic supermarket chain founded 2015. Competes in the Swedish organic retail space with physical stores and online grocery, comparable to Årstiderna's organic-first positioning though via a different channel mix.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat8 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/arstidernacom
• LinkedInlinkedin.com/company/arstiderna

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Subsidiaries2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The seasons