K Group becomes the biggest partner in the Pink ribbon fundraising campaign with a donation of over half a million euroS

K-food stores participated in Syöpäsäätiö's 2018 Pink ribbon campaign with a record high contribution of approximately 586,000 euros. The amount is the highest ever during K Group's 11 years of participation in the Pink ribbon campaign. The contribution is used to support Finnish breast cancer research as well as women diagnosed with breast cancer and their families.


A total of 163,365 Pink ribbons were sold in K-food stores during the campaign period from 27 September to 4 November. The 2018 Pink ribbon with a lightning motif was designed by the Finnish singer Anna Puu.

K-food stores' best-selling Pink ribbon product was, once again, the Pirkka mini plum tomatoes. More than 1,122,000 boxes  were sold. The 2018 campaign included 18 Pirkka Pink ribbon products. Neste K's new donation product this year was the Pink ribbon car wash – more than 8,460 car washes were sold.

"Pirkka products that are popular among our customers anyway are always the ones we select for the Pink ribbon campaign. For the third year running, the popular Pirkka mini plum tomatoes were included in the campaign. Pirkka Fairtrade roses also continue to be a favourite, and 106,000 roses were sold this year in the Pink ribbon campaign," says Timo Jäske, Sustainability Manager for K Group’s grocery trade.

Contribution amount increased by 30 percent

Funds raised in the Pink ribbon campaign are used to support Finnish breast cancer research and aimed at ensuring a high standard of treatment in the future as well as developing new types of therapies.

"We want to make it as easy as possible for our customers to make responsible choices. The Pink ribbon campaign is a good example of this principle. It is fantastic that together with our customers and our K-food stores we were able to raise such a substantial amount. The contribution amount increased by about 30 percent from the previous year and clearly exceeded our targets. A big thank you to everyone who took part in the campaign," Jäske continues.

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