Society

We contribute to creating a better society
  • We create partnerships and participate in developing local communities.
  • We develop our business in interaction with our customers.
Topic Objective Progress of objective 2015 Progress of objective 2016 Progress of objective 2017


Local production


We support local producers.


K-food stores, K-Citymarket Oy (home goods), K-Rauta stores and Rautia stores participated in the Blue and White Footprint campaign. We organised Local Food Dates in six different locations. We created the ‘Thank the Producer’ operating model to highlight the position of producers and increase the appreciation of Finnish production.


K-food stores, K-Rauta stores and Rautia stores participated in the Blue and White Footprint campaign. We organised Local Food Dates in six different locations. K-food stores sold 12 different Pirkka 'Thank the Producer' products for which we paid extra directly to the producer. In 2017, we will be the main cooperation partner in the 'MTK 100' celebrations.


We organised six local food dates around Finland, giving K-retailers and local food producers a chance to meet and establish a collaboration. K-food stores had 10 'Thank the Producer' products in their selections. Overall, some six million 'Thank the Producer' products were sold during the year, for which we pay more than €350,000 extra to Finnish food producers. K-food stores’ ‘Even better from Finland’ campaign encouraged buying Finnish products. K Group was the main cooperation partner in the 'MTK 100' celebrations (the Central Union of Agricultural Producers and Forest Owners, MTK) nationwide. In our social media channels, we published ‘Shared growth stories’ on growth-generating collaborations between producers, local entrepreneurs and K-retailers.


Donations, sponsoring and charity campaigns


We participate in projects, which are connected to improving families' daily life and sustainable development.


We participated in Red Nose Day, the Good Christmas Spirit collection, the Salvation Army's Christmas Kettle collection and the Pink Ribbon campaign. K-food stores participated in the UNICEF's and Pamper's international vaccination campaign. K-food stores' bottle return raffle's proceeds were donated to the Eväitä Elämälle aid programme by Save the Children. Together with the Finnish Basketball Association we organised basketball events and Pikkusudet basketball schools for primary school children across Finland. We started a research project with Plan to investigate the status of Cambodian migrant workers in Thailand.


We participated in Red Nose Day, the Good Christmas Spirit collection and the Salvation Army's Christmas Kettle collection. Finland's K-Rauta and the Women's Bank launched cooperation to help Ugandan women in the early phases of entrepreneurships. K-food stores participated in UNICEF's and Pamper's international vaccination campaign and raised funds for almost 900,000 tetanus vaccinations. We participated in the Pink Ribbon campaign with a more significant contribution than before. K-food stores' bottle return raffle's proceeds were donated to the Eväitä Elämälle aid programme by Save the Children. The Finnish Basketball Association and K-food stores cooperated to organise basketball events for over 10,000 children across Finland. We continued our cooperation with Plan to improve the sustainability of Thailand's fishing industry and to improve the status of migrant workers; cooperation has been agreed for the period of 2015-2018. K-Plussa customers can choose to donate their Plussa money to charity.


In August 2017, we began an extensive multi-year collaboration, K Fishpaths, with the environmental organisation WWF Finland to save and restore endangered migratory fish populations in Finland. 

We continued our co-operation with the children’s rights organisation Plan International Finland to improve the responsibility of the fishing industry and the position of migrant workers in Thailand. A cooperation agreement has been made for the period from 2015 to 2018.

The Little Big Deeds model established by K-Retailers' Association and Kesko brings to public attention responsible deeds relevant to our customers. Watch Aino's Room video and Tomi's story video.

We took part in the Hyvä Joulumieli Christmas fundraising campaign and the Salvation Army's Christmas Kettle collection. Intersport Finland took part in the Red Nose Day campaign. K-food stores have taken part in the international Pampers-UNICEF vaccine campaign for ten years, and during that time, the funds collected via K-food stores have led to the donation of nearly 10 million tetanus vaccines. K-food stores collected nearly 450,000 euros for the Finnish Cancer Foundation’s Pink Ribbon campaign. The cooperation between Pirkka and the Finnish Basketball Association continued, and more than 40,000 children have taken part in Pirkka Little Wolves sports events between 2015 and 2017.

Equality

We promote gender equality in our own operations and our supply chains.

New objective, set in 2018

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