Swedish seal was developed by Sweden's major cereal co-operative, Lantmännen, (The Swedish Farmers Supply and Crop Marketing Association) in 1996 and was created specifically for the assurance of cereals. The Swedish Seal of Quality was a business-to-business concept and was never promoted to consumers, except for the logo on the product package (i.e. flour). In 2002 the LRF (The Federation of Swedish Farmers) bought the logo as a means of creating a profile for all types of Swedish raw produce and to heavily promote the logo to Swedish consumers. Sigill Kvalitetssytem AB (Seal Quality systems Ltd.) was formed in order to administer and co-ordinate marketing, criteria development and inspections for the new label. In July 2003, GRO (Gröna Näringens Riksorganisation - an organisation for Horticultural products) decided to join Sigill Kvalitetssystem AB, meaning that also fruits, vegetables and flowers could carry the logo.