On January 12, the 2023 kickoff event of Business Finland's Food from Finland program was held, the main theme of which was the importance of courage in food exports. We heard interesting speeches from different actors in the food chain about what Finnish food represents, what kind of courage is needed in the export market, and what other things are important in doing export. Foreign customers, on the other hand, told us what they value in Finnish food. We see a lot of potential abroad, but everyone also knows that a clear plan, a lot of work and perseverance are needed in order to increase exports.
The vision of Finnish food is clear, and it has been for years. Cleanliness, safety, quality, taste and traceability were emphasized in various speeches as the competitive advantages of Finnish food. The importance of water from the perspective of cleanliness and availability was also brought up. As Finns, we can certainly agree on these competitive advantages, but the big question is, how do we prove it to foreign actors? How do we demonstrate seamless traceability, what does cleanliness mean, how is our food safe? Images and stories are important, but in a fiercely competitive market, it is important to be able to prove the accuracy of the information. Mere imagery is not enough.
Benchmarking Ireland
Ireland has done a good decade of systematic work for its food exports by creating the Origin Green responsibility program. It brings together Irish food players from agriculture, food industry and trade, with each player working towards a common goal. There are 55,000 farms, more than 300 food industry companies and most of the trade operators involved. Members of the program represent 90% of Ireland's share of food exports.
The program has clear criteria for operators, and an operator certified under the program is able to demonstrate the definitions assigned to Irish food. They have a clear system that allows them to prove their criteria and the entire chain communicates the same goal - cooperation is the cornerstone of the program. The method has also produced a huge amount of data, which operators can use to develop their operations.
A consistent message with congruent data
The common message of the entire food chain, as in Ireland, brings efficiency, visibility and impact. The vision of Finnish food already exists, we still need the tools to verify the shared vision, and this work can only be done together.
Food Data Finland is a Growth Engine program whose purpose is to create a common data language for the Finnish food chain. If we go back to the question at the beginning, How do we prove the competitive advantages of Finnish food to foreign operators?, the answer is congruent data. Data that is jointly defined and travels in the chain helps the entire food chain to form a common message and at the same time creates a verifiable data path. It also brings efficiency: in this way, each actor does not have to separately define and market what it means for Finnish food to be safe, traceable, etc. It helps each actor in the chain create their own competitive advantages.
Picture: Business Finland, Food from Finland
