Urtekram

Ronnie McGrail and Lisbeth Damsgaard opened a small herb store in Copenhagen at the start of the narrative. There were a lot of things for sale, but the emphasis was always on living a straightforward, uncomplicated life. The two organic industry pioneers were quickly overtaken by business zeal, and the shop was quickly replaced by the establishment of their company Urtekram. The awareness of Urtekram and the organic idea in general increased over the course of the 1970s and 1980s, expanding beyond the extremely specialized, small group of former eco-advocates, or "the greens," as they were known at the time.