Supermarkets are often accused of damaging communities by stocking only big-brand products and offering prices local producers can’t match. SuperBrugsen, a Danish super market chain has plans to shake up these conventions by offering their customers a chance to recommend local suppliers and businesses whose products they’d like to see on the shelves.

This is an interesting example of a national brand understanding the appeal of local products to each community, and it will be interesting to see if this more sensitive approach is adopted elsewhere.