CONSUMERS and producers alike are increasingly interested in sustainable food production. The demand for organic produce along with its production has clearly undergone a boost during the past years. The sector of organic products in the food market is still relatively small, however, especially so in Finland when comparing to other Nordic countries.

Researcher Marja-Riitta Kottila of Helsinki University says that the slow growth in the quantity of production of organic produce is influenced by high costs, uncertainty of obtaining organic ingredients and the fragmented market for the final products. All of the above contribute to the lack of interest towards a contribution in the growth of organic market within industrial producers. “To solve these problems, it’s necessary to look in to the entire chain of supply and find how the co-operation of all the parties involved could be improved,” she states.

The slow growth of consumer demand for organically produced products in Finland follow a similar format. High prices, small selection and the fact that desired products are not always easily available all contribute to the consumers’ only gradually growing interest towards organic products. For the environmentally conscious consumer it is not often an easy task to find information of a product either, as sufficient information on the product packaging is often lacking. “The information chain often stops in the shop or supermarket and it doesn’t reach the consumer, ” Kottila emphasises and reminds that the consumer should be heard and informed more clearly.

PETRA NYMAN - HT