Transparency matters in marketing
At its best, high-quality marketing communication does more than simply list a product’s features; it helps consumers understand what really matters, makes it easier to compare options, and provides reliable information about the product’s sustainability and nutritional value. From this perspective, Päällysaho believes that Atria’s marketing offers its customers genuine added value. In particular, Sanna highlights farm-to-table traceability, the "antibiotic-free" label, and the redesign of minced meat packaging as major marketing successes for Atria.
“For example, traceability has required a tremendous effort from the entire supply chain. Producers have also been closely involved in this work, and industrial processes have been examined in greater detail to allow the presentation of farm-specific information on product labels,” Sanna explains.
The introduction of traceability information on packaging has also had more far-reaching consequences. According to studies, the labelling has increased consumers’ interest in information about product origins. This has had a wide-ranging impact on the entire industry. According to Sanna, the same phenomenon has also been observed with the "antibiotic-free" label, which has also helped build consumer confidence.
Marketing highlights sustainability actions
When marketing openly communicates a company’s sustainability efforts and practices, it builds trust. It is well known that customers’ trust is one of the most valuable things a company can have.
“We try to base our decisions on solid facts and careful consideration. We want all the information we give consumers and on packaging to be based on genuine and verifiable facts,” Sanna explains, adding: “We need to be able to communicate our good deeds so simply that they get noticed and influence consumers’ purchasing decisions.”
Finnish origin keeps its appeal year after year
When selecting marketing measures, we assess not only consumer interest but also how to convey our various messages as effectively as possible. For example, these decisions are based on our objectives, consumer surveys and legislation that governs how sustainability can be communicated. “We closely monitor national legislation and EU regulations, and continuously educate ourselves on these regulations,” Sanna says.
Marketing must also consider diverse consumer needs and the various consumer groups, each of which requires a different communication approach. However, Finnish consumers are interested in Finnish origin year after year. “The information needs of different consumer groups vary. For some people, it’s enough to know that a product is Finnish,” Sanna notes.
Many consumers are concerned about the future of food production in Finland, so choosing a local product is in itself an important value for many. Indeed, choosing a Finnish product is a guarantee that the food is safe, and its continued availability is assured.
