Jaana Husu-Kallio: National food co-operation

Food is more topical in Finland than perhaps ever before. Generally speaking, public statements and people’s individual views are very positive. Food crises that have affected other countries in Europe, even on the political level, have not remained as striking headlines here in the

North. The impact on Finnish consumers and on their buying behaviour in comparison to that in other EU countries has been minimal. In fact, Finns are not familiar with the continuous and vocal demands made in Brussels to “restore consumer confidence”. 

The fact that food safety has been proven by different means, and the ensuing consumer confidence, should be utilised when launching the promotional campaign for Finnish food, which has been acknowledged on such a high level as the Finnish government programme. Although PR work promoting the food supply chain has been done successfully for quite some time, there has never been a more favourable time to raise the profile of Finnish food. Mr Berlusconi and Mr Chirac did us a service by placing on the public agenda, in their controversial way, the quality of Finnish food and what it means to us Finns. 

A top country in food innovation

Finland is in many respects the leader in food innovation. In Finland the level of debate on healthy nutrition from the wider perspective of public health and our achievements in functional food development show that we have our finger on the pulse and that we truly are a leader in the field. As nearly always is the case, the pioneers have to wait for the rest of the world to follow suit. Unfortunately, many Finnish food industry companies have experienced this, owing to the attitudes of other EU Member States, although the safety and effectiveness of their products have clearly been proven. But these companies are well advised to believe in their own know-how and to persevere in their role as trailblazers and even to increase their level of commitment. Attitudes will eventually change. They will be changed, among other things, by the efforts of food companies in other countries who also want their share of the market.

Safety, healthiness and technical innovation as resources  

EU membership and globalised markets will require that Finnish experts in the field of food and nutrition engage in closer co-operation with each other. Many food innovations need to obtain a decision in Brussels, which in turn requires national campaigns involving companies, scientists and authorities. Similar collaboration is needed in exports. Safety, healthiness and technical innovation are the national resources for Finnish food production. Together they form a whole that should be utilised as much as possible. The Strategic Centre for Science, Technology and Innovation in the field of food and nutrition is an excellent way to bring all this expertise together. 

Consumers are kings, and in terms of the various quality criteria associated with food, they are becoming more and more demanding. Although each consumer is different and the importance of price at the moment of making the purchase decision will never disappear, they should however be listened to carefully, whether in Finland or abroad. Through the appreciation of our own produce and the growing interest in food, the Finnish food culture will benefit from the increase in ambition. Whether producers, marketers or consumers of basic and/or smart food, it is vital that we maintain and even add to the professional pride and enjoyment we feel for Finnish food. 

Jaana Husu-Kallio