What used to be a trend linked to younger and hip generations, now is a global movement shifting the way we consume. Organic, local, ethically produced food, are changing the whole food system by straightening the connection between producer and consumer. With some trustworthy operators connecting both sides, Finnish companies need to follow the same path of transparency to understand their needs and to provide the best food and service possible. Korjuu.com is one of these operators, promoting and aiding small producers through sales, events, online content, and logistics.

According to "Ruoka2030", a food report from the Ministry of Agriculture and Forestry released in 2016, by the year 2030 all Finnish consumers will be able to "eat sustainably and ethically produced domestic, tasty, healthy and safe food." Following the report, consumers will have the ability and opportunity to make informed choices due to a "transparent, competent, flexible and internationally competitive and profitable food system."

In fact, Finland is a strong exporter of high-quality and safe food, as well as expertise, both scientifical and academical. The plan, to reach 2030 with a full understanding of an ethical and transparent food system, shows how far Finnish thinking is, being able to influence other nations into achieving higher grounds around food production and consumption.

And it's important to talk about food access in Finland. Local and organic food should be available to all, not a luxury of small consumer segments. The small scale of these foods can't mean accessibility of a few. Finnish food wants to be seen as "the best food in the world", but it also needs to reach all population, and that means food policies to increase awareness of what we eat.

Consumer behaviour shapes the functioning of the whole food system. And their choices depend on what is offered by the food sector, but also on small changes in social needs. Eating habits, diets, the influence of other food cultures, it all can influence society into changing their needs and forcing the food system to respond.

As we are still watching the effects of the pandemic in 2021, consumption behaviors related to fast foods and home delivery have been giving mixed up signs. As people reached out more for comforting (and fatty) foods, and also more healthy options, it signals the increase of interest of people in cooking and trying new ingredients and preparations.

And more and more people are choosing ethical, local, and health-promoting foods. The majority of consumers suggest they intend to increase their consumption of local food in the future if it has higher quality and a fair price.

The ethical aspect - shown in the interest of consumers in buying FairTrade products, and other seals of traceability - is also a consequence of environmental and social awareness. As the information on who's behind that food product reaches more consumers, the tendency is that transparency becomes one of the most important traits of a business.

One out of three Finns uses food services on a daily basis, and a quarter of the professional kitchens in the country are in the public sector. That means a great responsibility of the government to nourish society. Public food services guide the nutrition and consumer behaviour of Finnish people. And schools also help to promote food appreciation through home economics, health awareness, and social responsibility in choosing domestic foods.

It's a matter of general responsibility and awareness to adopt ethical, local, sustainable foods in your daily life. By doing so, you help not only small businesses in your neighborhood, council, or region. You are also helping a short circuit of players, between farmers, producers, and consumers, to survive and prosper in a globalized world.

Photo: Laura James no Pexels