Plant Based Food Finland, or Pro Vege, is a new association aiming to promote plant-based foods in the Finnish food system. The association was founded last month and has brought together major grocery chains such as Lidl, Kesko, and SOK, along with vegan dairy producers like Oatly and Porlammi dairy, and non-profit organizations such as WWF.
According to Niklas Kaskeala, the chairman of Plant Based Food Finland, the association’s main objective is to increase the share of plant-based foods in the Finnish food system. To achieve this, the association will engage in strategic activities aimed at key policymakers, organize collaborative events and seminars, commission and conduct research and surveys, and implement communication, consultancy, and campaigns promoting plant-based nutrition.
The association also places a strong emphasis on education about plant-based nutrition, which is outlined in its bylaws as one of its priorities. Additionally, collaboration across the industry is essential for the association, and it plans to work with similar organizations in other Nordic countries and elsewhere in Europe.
While the association will seek to collaborate actively with other similar organizations across Europe, it recognizes the importance of working at a national level. Many decisions affecting the food system are made on a national level, and as a result, Finnish companies have recognized the need for a national association. Although Plant Based Food Finland aims to establish close relations with other national and European-level actors, its focus will primarily be on national-level activities.
One of the biggest challenges facing the plant-based food industry is broadening the appeal of plant-based food to mainstream consumers, as well as navigating various policies and market structures that create a competitive landscape for plant-based foods. Addressing these issues will be a joint effort by the association’s membership.
