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Locally produced apples for sale at the Narinkkatori market in the centre of Helsinki.
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Finns put their trust in organic, domestically produced and fair trade food, which are all considered reliable choices.
Responsible eating is good for the environment, but those who consider their food consumption habits from nature’s point of view also come up ahead in terms of flavour and healthiness, according to the new Hyvinsyöjä or “Wholesome eater” – campaign.
The Hyvinsyöjä campaign urges consumers to favour various seasonal treats at different times of year because Finland’s brief growing season and harsh climate exacerbate the environmental load of domestic food production. Cabbages and berries are at their best right now.
“I can’t understand why berries are hauled in for us from abroad, which are called ‘superfoods’. Meanwhile Finnish berries are rotting in the woods,” laments the director of the Finnish Food Safety Authority Jaana Husu-Kallio, who is part of the campaign.
Food should not be thrown away for nothing
– Food is often thrown away thoughtlessly. Keeping conscious
track of perishables can reduce this waste.
– Plan ahead for what you will eat, make good use of leftovers
and use packages until they are empty.
– The expiry dates on packages may be stretched somewhat
if the food smells and tastes normal.
– If packaging waste can be recycled in your locality, do so.
– Place frozen foods to thaw in the refrigerator in good time
because cool frozen products reduce the refrigerator’s energy
consumption.
– A microwave oven uses less energy than frying on the stove;
and the stove uses less than the oven.
– The average Finn is estimated to throw away 20-30 kilos of
food a year.
– Most of the food that is thrown away comes from home
kitchens and diners’ plates.
– As much as a half of all produced food may end up in the trash.
Source: the Hyvinsyöjä campaign |
A study by the Ministry of Agriculture and Forestry has investigated Finns’ perceptions of responsible eating. They found that for respondents responsible food meant that the consumer had the ability to make a difference through their actions. Many, for instance, said they avoided large industrial and retail chains and favoured locally produced food over air-freighted goods with high food miles.
Attention is usually paid to the most reliable markers of responsible consumption, such as the ecological footprint, organic and domestic production and fair trade. Irresponsible products are reportedly being left on the shelves when the actions of some company or country have caused negative publicity.
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| Goji berries. |
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Three types of food enthusiast
The study categorises Finnish eaters into three groups: the thoughtful; the habitual; and the self-indulgent. Sustainable and responsible food choices are the most important for the thoughtful and the least significant for the self-indulgent.
To those in the thoughtful category who cook, food is often also a hobby. The self-indulgent for their part make their choices on the basis of their own desires. They ponder the responsibility of food consumption in terms of, for instance, becoming overweight due to overeating and the potential harmfulness of food additives.
The cooking of those in the habitual category is determined above all by everyday routines. For them, responsible food is mainly a question of purity and pleasant taste.
The survey interviews were conducted by TNS Gallup. Hyvinsyöjä is a campaign of the Programme for the Advancement of Finnish Food Culture.
HANNA NISSINEN – STT
ALEKSIS TORO – HT
Lehtikuva - Antti Aimo-Koivisto
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