K-food stores aim to double the Pirkka organic product selection
KESKO FOOD LTD PRESS RELEASE 03.10.2011 AT 11.30 1(2)
K-food stores aim to double the selection of Pirkka organic products from the current fifty to some one hundred next year. The selection of other organic products available at K-food stores will also be expanded. In addition, K-retailers will complement their organic selections by local products. The Organic Week starting on 3 October brings frozen organic chicken, much in demand by customers, to the K-citymarkets in the Greater Helsinki area.
- We have taken into account the keen demand for good quality Pirkka organic products offered at permanently affordable prices and have decided to double the number of organic products in the range, says Kesko Food's Juha Andelin, responsible for the Pirkka range.
The newest Pirkka organic products to join the range are the first organic ready-to-eat meals, which were introduced in K-food stores in late September. They are made of carefully selected organic ingredients and they do not contain preservatives or additives. The Pirkka ready-to-eat meals carry the Swan label.
The sales performance of K-food stores' organic products has been improving for some time, especially this year. Organic products account for a bigger share of the Pirkka range sales than the sales of organic products of all products on average. Kesko Food is one of the founder members of Pro Luomu ry, a registered association for organic sector operators, founded in March 2011.
K-food stores offer organic chicken on request by customers
New products interesting for customers are sought to be included in K-food stores' organic offer. A quantity of frozen organic chicken, much in demand by customers, will be available in K-citymarkets in the Greater Helsinki area during the Organic Week, and nationwide in some K-citymarkets, K-supermarkets and K-markets in late October. Customers may check the supply with their K-food retailers.
The total number of organic products offered by stores depends on the demand, season and store size, among other things.
Photos of Pirkka organic products can be downloaded from: http://aineistopankki.kesko.fi/kesko_en.
Further information:
Pirkka Manager Juha Andelin, Kesko Food Ltd, tel. +358 10 53 27360
Commercial Director Jukka Koivunen, Kesko Food Ltd, tel. +358 10 53 28910
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 in the Nordic and Baltic countries, Russia, and Belarus.
Kesko Food and the K-food stores support and promote healthy eating habits and make alternatives for responsible consumption available to customers. The focus areas in responsibility include taking care of employee wellbeing and developing selections of sustainably produced goods, especially for the Pirkka product range, which includes Pirkka Fairtrade products, Pirkka Luomu organic products and Pirkka products with Swan labelling, for example. In addition, Kesko Food and the K-food stores continuously work to help save energy and climate. The K-Group's own K-environmental store operating model pays particular attention to the reduction of stores' environmental impact. The model has been adopted by as many as 460 K-food stores. All K-citymarkets and nearly all K-supermarkets in Finland are K-environmental stores. The K-environmental store model has been adopted by half of all K-markets and the number is growing.
