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Release 21.05.2019

Finnish food and beverage brands receive record-breaking exposure on the German market

Starting on 13 May, Northern German consumers will find new food and beverage items on the shelves of their grocery store, when 80 EDEKA stores add over 50 products from 17 different Finnish brands to their selection.

Since 2016, the Food from Finland program, led by Business Finland, has actively supported food exports to Germany. With the help of the program, partnerships have been established with different local food retailers such as Cittimarkt, Lieferello, KaDeWe and Alsterhaus. The aim of the program is to increase the number of Finnish food and beverage brands in the German market.

In May 2019, Finland's visibility in grocery stores will grow, when a collaboration with EDEKA Nord begins and the chain's 80 stores introduce Finnish products to their selection. The store shelves will have over 50 products from 17 different Finnish food and beverage brands. Furthermore, some 20 stores are marketing a larger Finland-campaign with the name "Finnland – aus der Wildnis". The slogan for the campaign was originally created for the Grüne Woche expo in Berlin in January 2019, where Finland was the main partner.

Germans can purchase a record number of Finnish products

Food from Finland and a number of Finnish companies attended the EDEKA Nord internal expo for specialty products in February, where EDEKA merchants had the opportunity to familiarize themselves with the Finnish offering.

"We have noticed an interest towards Finland and Finnish products in Northern German consumers, and we wanted to introduce something new and different in our stores. EDEKA merchants are very excited about the Finnish product releases and we are eagerly waiting to see how our customers react to the new products. We are hoping that this marks the beginning of a long partnership with Food from Finland and Finnish companies," David Ott, purchasing manager of EDEKA Nord says.

Germany is the fifth largest market for Finnish food and beverage exports. However, the exports have mainly been dominated by raw materials and products aimed for private labels.

"We can increase the value of exports with branded products. We have now managed to get a record number of Finnish products within the reach of German consumers. Patience and Finnish "sisu" are required when entering the German grocery stores with brands that are unknown to the customers. Success can only be achieved through systematic and persistent work and investments," explains Lili Lehtovuori who is in charge of the German market at Business Finland's Food from Finland program.

Additional information

Lili Lehtovuori, Senior Advisor
Food from Finland, Business Finland
lili.lehtovuori (at) businessfinland.fi
+43 664 254 5289

Food from Finland is a Business Finland managed export program presenting Finnish food and drink industry and its high quality and naturally delicious products. The program is financed by the Ministry of Agriculture and Forestry and Ministry of Economic Affairs and Employment. The program is executed together with the Finnish Food and Drink Industries' Federation (ETL) and most importantly, private companies in the Finnish food sector. www.foodfromfinland.com

Business Finland is the Finnish innovation funding, trade, investment, and travel promotion organization, headquartered in Helsinki. Business Finland is fully owned by the Finnish Government. Business Finland employs 600 experts in 40 offices globally and in 20 regional offices around Finland. Business Finland is part of the Team Finland network. www.businessfinland.fi