Demand for local Pirkka bakery products increases fast in K-food stores

KESKO CORPORATION PRESS RELEASE 09.08.2012 AT 10.00 1(1)

Local, genuine flavours and consumers' growing interest in local foods served as an incentive for the development of local Pirkka bakery products.

"The idea behind the range of local Pirkka bakery products was to launch Pirkka items that meet the local taste and highlight local skills. Organic, natural and genuine eating are important consumer trends," says Product Group Manager Tero Asikainen, who is responsible for Kesko Food's bread and bakery products.

The range of local Pirkka bakery products was launched in the Pirkanmaa and Kanta-Häme regions in January. In May, the range expanded to cover the regions of Northern Ostrobothnia, Kainuu and Lapland.

"Consumers have clearly found the products and welcomed them. In Pirkanmaa, they are the best-sellers in the product group. The start in Northern Finland has also been very promising," says Tero Asikainen.

The packages of local Pirkka breads always have the name and location of the manufacturer plus an introduction to the bakery. Local products play an important role in K-food stores' diverse selection.

Local breads baked Karelian style to K-food stores in Eastern Finland

This week the K-food stores of Northern Karelia and Northern Savo regions received the first local breads developed in cooperation with the Pielispakari bakery with respect to Karelian traditions: Pirkka Organic bagels and Pirkka rye pan loaf.

"It's great that Kesko Food participates in protecting the local food culture. The products were developed in cooperation from Pielispakari's selection and are made with our solid experience, respecting traditions. Organic bagels are made from organic grain, Karelian style. Pirkka rye pan loaf, which is high in fibre and additive-free, is baked to a traditional recipe and meets the tastes of consumers of Eastern Finland," says Erkki Timonen, Managing Director of Pielispakari.

Photos can be downloaded at http://aineistopankki.kesko.fi.

Further information
Communications Officer Minttu Tirkkonen, Kesko Food Ltd, tel. +358 10 53 27578
Managing Director Erkki Timonen, Pielispakari Oy, tel. +358 400 548166

Pirkka products (www.pirkka.fi) combine high quality and low prices. The Pirkka range of more than 2,000 products plays an important role in the K-food stores' total selection. Kesko Food and K-food stores support and promote healthy eating habits and provide customers with alternatives for responsible consumption. The Pirkka range comprises 80 Pirkka Organic products.

Kesko (www.kesko.fi) is one of the Global 100 Most Sustainable Corporations in the World. We are a retail specialist whose chains have about 2,000 stores in the Nordic and Baltic countries, Russia, and Belarus. Our stores offer quality to the daily lives of consumers.