As the first wholesaler in Denmark to implement a self-service concept back in 1961, Dagrofa S-Engros has always been ahead of the game. Back then, the company’s customer base consisted mainly of small independent grocers and the change was a way to allow for a more flexible and cost-efficient way for them to purchase stock. As the wholesaler became part of FoodService Danmark in the late ‘90s, the focus shifted increasingly towards Denmark’s thriving food service industry. With the shift followed a wide range of changes and additions to both product range and service strategy.