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Urtekram
At the beginning of the story, Lisbeth Damsgaard and Ronnie McGrail established a little herb shop in Copenhagen. While a range of things were offered for sale there, the focus was always on leading a simple, uncomplicated life. The business zeal quickly overcame the two organic pioneers, and the shop was quickly replaced by the founding of their company Urtekram. Over the course of the 1970s and 1980s, awareness of Urtekram and the organic concept in general grew, moving beyond the highly specialized, tiny group of former eco-advocates, or "the greens," as they were known at the time.
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