The pink ribbons and other campaign products are sold in all K Group grocery stores. In 2019, K-food stores managed to collect a record 770,000 euros for the Finnish Cancer Foundation’s campaign. This year, the aim has been set even higher.
The Pink Ribbon campaign is one of the biggest charity collections in Finland. Proceeds are directed primarily towards breast cancer research, but are also used for other forms of cancer research. The funds also enable free advice services to those affected by cancer by local cancer organisations across the country.