From Fat to Fuel Campaign wins Gold at SABRE Awards EMEA Competition

The From Fat to Fuel (Kinkkemppu) campaign, conducted by the K Group in cooperation with a variety of partners, won gold at the SABRE Awards EMEA competition in London in the category of Corporate Media Relations. The SABRE Awards EMEA is one of the most prestigious competitions in the media communications industry – this year’s competition had more than 2,400 entries in several categories.

Finns contributed to the From Fat to Fuel campaign by recycling the leftover fat from their Christmas hams. The fat was refined by Neste MY into diesel, which was sold and the proceeds donated to charity. Altogether a total of 12,000 kg of ham fat was collected in fat collection containers by K-Food stores in cooperation with Finnish Packaging Recycling RINKI.

Lassila & Tikanoja then took care of transporting the excess fat to Honkajoki Oy where it was pre-treated before going on to Neste’s Porvoo refinery to become Neste MY diesel made from recycled ham fat. The Finnish Water Utilities Association was also involved in the campaign, reminding us that waste fat should not be poured down drains and into sewers while the Rural Women’s Advisory Organisation and Finnish Environmental Industries (YTP) had the task of informing cooks about fat recycling possibilities and the communications group Miltton promoted the campaign.

The idea behind From Fat to Fuel came from the National Emergency Supply Agency’s Chemical Industry Pool, which then brought together companies and organisations to realise the project.

- From Fat to Fuel is a good example of circular economy thinking, in other words, how waste and leftovers can be reused and utilised, for example, as a raw material for recycled fuels. Circular economy is one of the main themes of K Group's corporate responsibility for 2017, says Timo Jäske, Sustainability Manager Kesko's grocery trade.

"We would like to thank you for this fine, award-winning campaign, especially K-food store customers as you made From Fat to Fuel an outstanding success by taking leftover ham fat for recycling," Jäske continues.

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