Pirkka Luomu organic carrot puree chosen as Organic Product of the Year

The Pirkka Luomu organic carrot puree was chosen as the Organic Product of 2007 at the event organised in Mikkeli. The selection was made by an expert jury assembled by Luomuliitto, an association promoting organic farming. According to the jury, the Pirkka organic carrot puree tastes like home made. The product is fresh, the colour nice and the texture good. It is suitable for consumers of all ages and dietary needs. The jury also said that the package of 500 grams is a convenient size for most households.

Pirkka organic carrot puree became the first private label to win the Organic Product of the Year competition. The recognition is based on advanced cooperation between Finnish product development companies and a trading group. The parties to the seamless cooperation process were organic growers, the manufacturer Lieksan Laatuherkut Oy, the supplier Tuoreverkko Oy, Kesko Food Ltd (purchasing, product research, K-test kitchen and marketing), and K-food stores. The Pirkka organic carrot puree is the first organic processed vegetable product whose distribution and sales network guarantees availability throughout Finland.

The goal of the product development work was to create a tasty and high-quality organic processed food that helps a time-pressed modern consumer prepare healthy food fast and with little effort. The product is cooked and safe to use even as such. Organic carrot puree is inherently light, rich in vitamins and can be eaten by most people. Thanks to its texture, the product is also suitable for people on special diets, such as those with celiac disease, weight-watchers, and those with chewing and swallowing problems.

The product is made of domestic organic carrots, which can this way be utilised as efficiently as possible: carrots of equal size are packed whole in the bags of Pirkka organic carrots and the remaining high-quality carrots that do not fulfil the requirements of equal size are then used to make the puree. The package protects the product ensuring hygiene and long shelf-life. Additionally, the special printing system has contributed to the decrease in the amount of plastic packaging material.

The focuses in organic farming include protecting the natural fertility of soil, the rotation of crops and biological fertilisation. Plant protection is ensured without synthetic pesticides, by applying different methods of mechanical and biological control. In terms of the environment, organic farming contributes to sustainable development and helps maintain the diversity of the countryside.

The selection of the Pirkka organic carrot puree as the Organic Product of the Year continues the successful journey of the Pirkka product range. In 2005, the 20-year-old Pirkka was included in the "Superbrands Finland" book that presents the strongest Finnish brands. In the same year, the Pirkka snack carrots became the first private label product chosen as the Finnish Food Product of the Year.

Further information:
Sirpa Vauhkonen, Purchasing Manager, Kesko Food Ltd, tel. +358 1053 28709
Heini Haverinen, Research Chemist, Kesko Food Ltd, tel. +358 105322854
Photo of Pirkka Luomu organic carrot puree at: www.kesko.fi/material > Image archive.