Discover Finland's Pure and Sustainable Food
Finland offers a unique blend of pure, safe, and healthy food products, known for their exceptional quality and sustainability. With a focus on environmental issues and animal welfare, Finland's agriculture sector emphasizes purity, traceability, and innovation. Explore the country's rich food culture and learn about its commitment to producing high-quality agricultural solutions. Discover why Finland is a leader in promoting clean environment and top-tier food quality.
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Presentation Transcript
Food and beverages 12/22/2020 1
PART I: GENERAL INFORMATION 12/22/2020 2
Key points and main messages Importers, distributors, buyers, media: Finland is known for thousands of lakes, green forests, northern lights and the midnight sun. Being the greenest country in the world, it is only natural that Finland is also home to naturally delicious, pure, safe and healthy food. Environmental issues and animal welfare are our primary focus areas. As one example, pigs in Finland can keep their tails. Animal welfare is strictly controlled by the authorities in each municipality. Finnish food is known for its purity throughout the food chain, its hygiene, traceability and accountability, which are among the best in the world. Finland has the best reserves of groundwater and the cleanest air in the world. The quantity of antibiotics administered to farm animals is among the lowest in Europe. Universities and research institutes: Finland has a long and high-level research traditions about nutrition, public health, food chemistry, safety and sustainability production from field to table. The interdisciplinary research and collaboration with industry gives excellent possibility to build innovation in the food chain and renew food economy by disruptive way. How to portray Finland? Position Finland as having a clean environment and high food quality. Highlight Finnish superfoods, like wild berries or oats which are perfect for many gluten-free products. Profile Finland as the perfect place to source or develop high-quality agriculture solutions. 12/22/2020 3
Elevator pitch: The purest food comes from Finland The world needs another agricultural revolution. We need healthier and safer food which is produced sustainably. Finland is in an excellent position to help propel this revolution because safe and sustainable food is already the national philosophy. Finland has long winters, a pristine environment and a short, intense growing period. These conditions result in the dense and unique taste of Finnish food, as well as the domestic industry s focus on quality instead of quantity. Finland is an attractive place to develop energy efficient and automated vertical farming because of the long, dark and cold winters. Such solutions are economically viable in Finland before they are profitable in sunnier countries. Finland takes food safety seriously. Finland has a unique salmonella control program which requires all forms of salmonella to be monitored throughout the production chain. Other countries typically only focus on a few different types. Finnish poultry farms have been antibiotic-free since 2009 and the quantity of antibiotics administered to livestock is among the lowest in Europe, according to the Natural Research Institute. Superfoods like berries and oats are significant Finnish agricultural products and have received major research and development. Other Finnish agricultural strengths include organic, vegan and special diet foods. Oats are perfect for many gluten-free foods. Finland is among the highest investors to food sector R&D, measured as a percentage of industry turnover. As a result of this Finnish food and beverage companies are constantly introducing new innovative products to domestic and international markets. Finnish agrotechnology innovations include machinery, tractors, robotics and IoT (Internet of Things) solutions. Finland is a small country and is actively searching for international food and beverage partners. 12/22/2020 4
Background 1/3 The world needs another agricultural revolution. We need healthier and safer food which is produced sustainably. Finland has long winters, a pristine environment and a short but intense growing period in the summer. These conditions result in the dense and unique taste of Finnish food. The soil may be frozen half the year, so Finnish farmers need less pesticides. Finland is an attractive place to develop energy efficient and automated vertical farming because of the long, dark and cold winters. Finland also has strengths in agricultural machinery, including everything from tractors to robot milking machines. The three main segments include agricultural equipment, solutions for livestock, and forest and utility machinery. Finland takes food safety seriously. For instance, Finland has a unique salmonella control program which requires all forms of salmonella to be monitored throughout the production chain. Other countries only focus on a handful of types. Finnish poultry farms have been antibiotic-free since 2009 and the quantity of antibiotics administered to livestock is among the lowest in Europe, according to the Natural Research Institute. Oats have become an area of Finnish expertise. Oats are becoming more popular, thanks to their nutrition, versatility and ability to be used in special diets such as gluten-free foods or meat substitutes. Rye and malt are two grains which grow well in Finland s Nordic environment and are becoming more popular around the world. 12/22/2020 5
Background 2/3 Berries are another Finnish specialty. Many wild berries are exported just as they are, but Finland is also skilled at developing berry-based products such as powders, dried berries, smoothies, juices, liquors, snacks and even beauty products. Finns love collecting the bounties of nature so much the right to do so is actually enshrined in law. The Every Person s Right says anyone can fish and pick berries and mushrooms, even on private property, as long as you don t disturb others. Pure, healthy and delicious food makes people happy, and for three years in a row Finns have been ranked the happiest people on Earth by the UN s World Happiness Report. Many of Finland s beverages take advantage of the climate, clean environment and latitude. The pure spring water goes into gins and vodkas, rye goes into whiskies, and berries are popular for juices and liquors. Finland is a significant innovator and producer of functional, gluten- and lactose- free foods. A relatively high proportion of Finns are lactose intolerant, so the country has a long tradition of making special food products. Finland is a forerunner in functional food research, development and product innovations, like Xylitol birch sugar, Lactobacillus GG, Benecol cholesterol lowering ingredient and plant-based protein products such as pulled oats, rapeseed proteins and products made of Nordic Fava beans. High-quality organic and vegan foods are also a Finnish specialty. The soil and climate would never allow Finnish agriculture to compete on price alone, so many farmers concentrate on special products. 12/22/2020 6
Background 3/3 The authorities and public in Finland are willing to innovate in surprising directions. For example, insects can be a valuable food source but are much more environmentally friendly than typical livestock. Finland was one of the first countries to approve the use of insects as food. Finnish authorities want to promote the export of Finnish food, so the government has invested systematically in order to help our international food and beverages business. This has opened new markets and assisted food and beverage companies with the Food from Finland program, operated by Business Finland. As a small country Finland looks abroad for their markets, both for agricultural produce as well as know-how and agrotechnology. Finland wants to work with international partners to develop sustainable food solutions for our world. 12/22/2020 7
Facts and stats Finland is the #1 country in oat research and innovations, according to Business Finland. Finland produces 13% of European oats and is the 2nd largest oat exporter, according to the Finnish Oat Association. Finland has the purest water on Earth, according to Unicef. Finland has the cleanest air in the world, according to the World Health Organisation. Finland s first commercial vertical farm, Robbes Lilla Tr dg rd, had an international collaboration with Fujitsu and was able to increase closed loop crop productivity by 40%. More than 50 varieties of berries grow naturally in Finland. 37 are edible and 12 are farmed commercially. Finland has the world s largest harvesting area for wild organic products, 11.6 million hectares, which represents 30% of the total area in the world where such products can be collected, according to the Natural Resources Institute Finland (LUKE). Milk makes up 24.4% of the total output of the Finnish agricultural sector, according to Statistics Finland. Milk is followed by vegetables and horticulture products (12%), cereals (10.5%), cattle (9.5%) and pigs (6.6%). Food and beverage exports from Finland jumped 13% in 2019, according to Business Finland. The biggest increases were in China (+82%), Germany (+30%), South Korea (+29%) and Sweden (+16%). 12/22/2020 8
Some Finnish companies in the field Agritech Agronic agriculture machinery Demeca products for dairy and beef farms Finnlacto equipment for dairy farms, such as milking robots Grain Sense instantaneous, mobile solution to measure grain quality Novarbo greenhouse technology, substrates (soil) and fertilizers Petsmo machinery for slaughterhouses Quanturi monitoring and data analysis of fermentable materials, like hay, compost or grain Soil Scout wireless soil moisture sensors Valmet distributed control systems, moisture analyzers, conductivity applications and automation services for the food industry Valtra tractors, farming and forestry machines Foodtech Figen swine genetics and breeding Solar Foods creates protein using air and electricity Wolt food discovery and delivery app Food and beverage producers Altia state-owned alcoholic beverages company Atria meat Fazer plant-based lifestyle products, bakery and confectionery products Finsect insects for human consumption Gold and Green oat products HKScan meat and ready-to-eat meals Kiantama berries and berry products Kouvolan Lakritsi liquorice Kyr Distillery rye-based spirits Raisio spreads, flour, porridge and other foods Robbes Lilla Tr dg rd vertical farming of herbs and salads Valio dairy products 12/22/2020 9
Programs and main markets Food from Finland This long-running program from Business Finland aims to promote Finnish food companies and develop partnerships with researchers. Although the program is broad, it has special measures for alcohol, berries and oat products. The primary target markets are the Nordic countries, Germany, China, Hong Kong, Japan and South Korea. Other target markets are Europe (especially France), Saudi Arabia, the UAE, South Africa, Singapore, USA and Russia. Food and beverage solutions VTT Research is not a program, per se, but food and beverages is one of their areas of expertise. In particular, they have strengths in oats, biotechnology and agile food manufacturing. Agricultural sciences The University of Helsinki conducts significant agricultural R&D. Key research fields include agrotechnology, animal science, biotechnology, environmental soil science and plant production sciences. 12/22/2020 10
Sites to visit in Finland Many food and beverage producers are happy to meet with media and investors. Finnfacts/Business Finland and the Ministry for Foreign Affairs have visited several companies during media tours, such as: Solar Foods Atria Fazer HKScan Kiantama Kyr Distillery Valio. Experts who can give good lectures on the topic Please let VIE-50 know if you have suggestions of good speakers. We will update this material. 12/22/2020 11
For social media @ Ruokavienti #/foodfromfinland #ruokavienti #elintarvikevienti Blueberries, lingonberries and cloudberries! Try the berries which are a #superfood from #Finland. #Finnish #oats can make foods for special diets, like #glutenfree. #Finland takes food safety seriously, which is why countries around the world love Finnish products. You can tell #Finland has the purest water in the world when you taste some of our beverages made from it. Interested in scifi technology like #verticalfarming? We re already doing it in #Finland. For further information Esa Wrang, Head of Food Program, Business Finland, esa.wrang@businessfinland.fi, +358 243 076 Heidi Salminen, Customer Account Lead, VTT Research, heidi.Salminen@vtt.fi, +358 50 3319848 12/22/2020 12
Tools and materials Agrotechnology Business Finland s agriculture technology page details agriculture machinery, livestock solutions and machinery. Finnish Food Authority State entity responsible for agriculture subsidies and food safety and quality. Finnish Oats Maintained by an industry organization, this comprehensive website is a wealth of information on the use of Finnish oats in the food industry today. Finnish Suppliers This website maintained by Business Finland includes a search function to find the right company, product or solution. Ministry of Agriculture and Forestry of Finland The Ministry s website primarily details agricultural policy, financial support, safety and news on regulations. Natural Resources Institute Finland (LUKE) The Food Facts website aims to promote Finnish food. It includes information and statistics on a wide variety of subjects, broken down in the following categories: field crops; vegetables, fruits and berries; milk and eggs; and meat and fish. Food from Finland: Pure taste magazine A slick, colorful magazine from Business Finland promoting Finnish foods. The publication is in English, while Chinese, French, German, Japanese and Korean versions are in production. Food and Nutrition The Department of Food and Nutrition is part of the Faculty of Agriculture and Forestry at the University of Helsinki. They carry out research which is of high quality and internationally acknowledged. The University also has departments of Agricultural Sciences and Microbiology, among others. 12/22/2020 13
PART II: COUNTRY SPECIFIC INFORMATION 12/22/2020 14
Key points and main messages What are the most important things to emphasize in this specific country? What is Finland s special knowhow that makes us stand out especially in this country? Why should someone from this country want to cooperate, invest or buy? 12/22/2020 15
Elevator pitch Write a clear, brief message/commercial about the sector and Finland's knowhow. Position Finland: who are we and why people should trust us in this country State the problem that needs to be solved in this country and globally Present our solution and results with focus on the needs of this country: explain what we do, how we do it and what makes us unique. Eliminate jargon but wrap everything into a good story Finish with a call to action: what do we want to happen next, where do we want to go? 12/22/2020 16
Background, facts and stats This is the part where you add facts to support and explain your elevator pitch. Short history and development of the sector in your country. List all essential facts and numbers that a person needs to understand the size and significance of the sector in your country. Why and how did this become a key sector for Finland? What is the broader role of Finland in this sector, what is our position in comparison to other countries? 12/22/2020 17
Finnish companies in the area Please list Finnish companies operating in this sector in your country. Write shortly (1-2 sentences) what they have to offer. Team Finland Name of persons in charge of this sector in your country: name, title, organization, email, phone number. 12/22/2020 18
PART III: INSTRUCTIONS AND BACKGROUND FOR THIS INTERNAL MATERIAL PACKAGE 12/22/2020 19
Material package: instructions This is an internal working paper to support all Team Finland actors globally in promoting Finland and its strengths. The Unit for Public Diplomacy of the Ministry for Foreign Affairs coordinates the production of sectoral working papers in close cooperation with Business Finland and other core actors. The sectoral working papers can be found in the internal Team Finland section of the Finland Toolbox. Parts I-II Part I of consists of general information that can be used globally when preparing for meetings, visits, events, campaigns, etc. Part II is left blank. All Team Finland teams around the world are encouraged to fill in country specific information and use it actively! Hyperlinks When you read the content in normal view, the hyperlinks are not clickable. You can either open the hyperlinks by right-clicking on them and selecting Open Hyperlink or by switching to slide show view and clicking on them . Questions and comments If you have questions or suggestions concerning the format or content, please contact The Unit for Public Diplomacy at vie-50@formin.fi. 12/22/2020 20
Country branding and Team Finland work: why do we need common messages? Country branding is advocacy, communications and marketing that aims to influence target groups knowledge, opinions and eventually decisions through owned and earned media, events and meetings, among other means. Country branding is carried out by everybody who speaks about, writes about or documents Finland. Country image work is part of the normal work of our all Finnish actors abroad when they have meetings, are present in the media, give speeches, etc. It is not just about individual functions or events. It is extremely important that all relevant actors prioritize themes together and deliver the same main messages highlighting Finland's strengths. Sufficient cultural sensitivity is needed, always adapt Finland s strengths to each cultural area and current discussion. Finland s country image work is led by the Finland Promotion Board (FPB). In 2019 2023, the member organizations are: Ministry for Foreign Affairs, Ministry of Economic Affairs and Employment, Ministry of Education and Culture, Finnish National Agency for Education, Business Finland, Visit Finland, City of Helsinki, House of Lapland, Finnish Cultural and Academic Institutes, the Finnish Innovation Fund Sitra, Music Finland, W rtsil , Finnair and Iceye. 12/22/2020 21
