K-supermarkets’ fruit campaign receives the Finnish Heart Association’s award for heart health promotion
The Finnish Heart Association (FHA) has granted this year’s award for heart health promotionto K-supermarkets’ fruit campaign, which encouraged consumers to increase the amount of fruit in their diets and to also try more exotic varieties. During the campaigns, K-supermarkets sold over three million kilos of fruit. The award will be presented at the FHA seminar (Terveyttä yhdessä) in Finlandia Hall on 21 April.
”We need more incentives to make Finns eat more fruit, vegetables and berries. We granted the recognition to the K-supermarket chain campaign because it’s a good example of a retail operation promoting the demand and sale of foods of a recommended diet,” says Manager Marjaana Lahti-Koski, Development and Health Promotion of the Finnish Heart Association. At its best, heart health promotion is a joint effort of many operators to make healthy choices easier and part of our daily lives. The announcement of the recognition will launch the Heart Week campaign for healthy lifestyles, now organised for the 20th time.
During the fruit campaigns, all of Finland’s over 160 K-supermarkets offered up to over 30 types of different fruit at the price of €1 per kilo, pack, box or bag. The K-supermarkets’ sales of fruit and vegetables as much as tripled during the campaigns.
”The lower price clearly boosted the sales of fruit and vegetables which continued to attract a greater than usual interest among customers after the campaign as well. K-supermarket retailers have been eager to participate in the campaigns and arranged abundant displays of fruit and vegetables. No other single campaign has ever received as much positive feedback from customers,” says Marketing Manager Sanna Elonheimo-Hietala of the K-supermarket chain.
The fruit campaign has been organised three times on a nationwide scale. K-retailers can also run their own campaigns for healthy products and include them in selections based on customer wishes. In addition, K-supermarkets also use the Nutritioncode.fi service to encourage good and healthy diets. K-Plussa customers can use it to monitor the healthiness and variety of their shopping baskets. After a customer has registered as a user, the electronic service registers the purchases of the household made in K-food stores and provides tips and information on the nutritional values of the foods purchased.
Further information:
Sanna Elonheimo-Hietala, Marketing Manager, K-supermarket chain, tel. +358 1053 22 432
Marjaana Lahti-Koski, Manager, Development and Health Promotion, the Finnish Heart Association, tel. +358 9 7527 5225
Kesko (www.kesko.fi) is a retail specialist whose stores offer quality to the daily lives of consumers. Kesko has about 2,000 stores engaged in chain operations inthe Nordic and Baltic countries, Russia, and Belarus.
K-supermarkets are better than average food stores with wide and diversified selections of fresh products. The chain’s stores are designed for easy and convenient shopping. K-supermarkets have strong food expertise and customers are served by over 160 employees with specialist qualification for food master. Food masters are meat and fish experts who give customers cooking tips and advice for all occasions. The K-supermarket chain comprises 165 stores. All K-supermarkets are K-environmental stores. www.k-supermarket.fi
