"Right now, there is a shortage of beef."
Signs with such messages have been forced to be put up by food retailers around Sweden in their refrigerated counters recently, which P4 Jönköping was the first to report on.
The Christmas Holidays are to Blame
The reason why supply does not match demand is mainly due to the Christmas and New Year's holidays. This is stated by Isabel Moretti, who is the CEO of the brand-independent organization Svenskt Kött.
When there are many red days, transportation and logistics are affected. This, combined with the fact that we as consumers are at home more, shop and eat more meat, leads to the shortage, she says to TT.
But it's not a shortage everywhere in the country. You can say it's a local shortage.
Marcus Björling, press secretary at Coop, adds:
It's a challenge for the entire retail trade right now, even though it's not the case that all beef is sold out. That there is a shortage at this time of year is nothing unusual, due to the holidays. You indulge more, demand becomes greater than supply, he says.
ICA also points to the Christmas holidays as the culprit in the drama.
"This time of year is historically a period when shortages occur, among other things because the Christmas and New Year's holidays result in many red days, leading to fewer slaughter days and fewer animals being slaughtered at this time of year", writes Mats Heljestrand, category manager for meat at ICA Sweden, in an email.
Both Moretti and Björling believe that the meat counters will be well-stocked within a couple of weeks, but for the shortage not to become long-term, good economy is required.
There have been a few tough years. Households have been frugal and production has been greatly affected by the tough economic situation. You've had to hold back. Younger entrepreneurs haven't been able to or dared to invest, but now the economy looks better. Consumers dare to spend more money on food again, says Moretti.
Choose Something Else
What should you do as a consumer if you're missing your beef right now? Think outside the box.
You can look at other meat details, or maybe mix in some vegetables in your mince, says Marcus Björling.
Isabel Moretti also advocates for other types of meat.
There is no shortage of pork, she says.
