Founded in Norway in 1979, KIWI today controls more than 20 per cent of the country’s grocery market. KIWI Norway is part of Norway’s sixth-biggest conglomerate, Norges Gruppen.In Denmark, KIWI, a part of Dagrofa,opened the doors to its first stores in 2008. Since then, the chain has been growing continuously with ten to 18 new stores opening every year for the last three years. One of the main components to KIWI’s success has been its bold move to deduct 20 per cent – the equivalent to the government-added VAT – from the price of all fruit and vegetables.