K in action:
BOTH/AND IS ABOUT MORE THAN JUST THE PRICE
At the beginning of 2015, the K-Group started to build up an increasingly rich Finnish food culture together with its customers and suppliers. K-food retailers across Finland offer Finnish consumers the best of both worlds: low prices combined with quality, freshness, domestic origins and diversity.
One of the most visible actions in these terms was the ’Thank the Producer’ operating model. The purpose is to highlight Finnish food production and raise discussion about the welfare of Finnish agriculture. In November and December, K-store customers buying groceries for Christmas had a chance to buy a ’Thank the Producer’ pig card for one euro. The proceeds from the sale of the cards were tripled and remitted in full by the K-Group to Finnish pig farmers in cooperation with the Central Union of Agricultural Producers and Forest Owners (MTK) and meat companies.
Another example of the both/and mindset were the local food dates that were organised in six locations in 2015 to help K-retailers and local producers in networking. The events will continue in 2016.