K Group's 'Thank the Producer' operating model aims to increase appreciation for Finnish food and those who produce it. With 'Thank the Producer' products, consumers may pay a slightly higher price, enabling K Group to pay additional support sum directly to the producers.
“We increased the number of our private label Pirkka 'Thank the Producer' products earlier this autumn. Now we are joined by five esteemed Finnish food companies and their branded products. The vitality of Finnish agriculture is important, and I believe many of us are concerned over the future of Finnish food production. Together we can do more than just worry and talk about it,” says Ari Akseli, President of K Group's grocery trade division.
A total of 21 products by HKScan, Juustoportti, Kivikylän Kotipalvaamo, Naapurin Maalaiskana and Snellman were added to the 'Thank the Producer' range at the beginning of December. The producers will be paid an additional support sum for the sales of these products from 1 December onwards.
“So far, the operating model has resulted in nearly 1.3 million euros for the primary producers of the products. As the range expands, hopefully the pace will pick up further,” says Akseli.
Almost 80% of consumers willing to pay extra to ensure better compensation for producers
According to a recent survey conducted by K Group, 78% of Finns would be willing to pay extra on a product to ensure a bigger compensation for the producer.
“The 'Thank the Producer' operating model gives consumers the chance to make value-based choices, while we also contribute our share. The purpose of the whole operating model is to increase appreciation for Finnish food and Finnish food producers, and to show that appreciation in a tangible manner,” says Akseli.
'Thank the Producer' products will be given a new look next year, making them easier to spot in the store. More information on the 'Thank the Producer' operating model and the products included in the range can be found (in Finnish) at k-ruoka.fi/tuottajallekiitos.