Local food networks offer smaller food producers a good channel for reaching neighbouring customers. Eastern Finncattle farmer Anne Rintamäki from Nedervetil in Ostrobothnia recently joined a new local food network founded in the western coastal city of Kokkola, because it is a convenient and easy way to find new customers.
“It is highly effective, and marketing comes at no cost because everything is handled in the Facebook group. At the same time the principle of local food is put into practice well, as the customer base is close by,” says Rintamäki.
Originally founded in nearby Jakobstad, the local food model has spread to many other areas of Finland. Nationwide the service already reaches 15,000 households, gaining up to 200 new customers each day. Although sales on Facebook are a good arrangement for organic producers like Rintamäki, they aren’t enough on their own.
“It reaches a very large group of consumers with little effort, but Facebook can’t function as a distribution channel on its own. Eastern Finncattle products aren’t as well known, so we need to maintain our own website for marketing as well,” she says.
Rintämäki’s Finncattle farm is 100-percent dependent on direct sales and over half of her meat products are sold to food network customers. The remaining amount is sold directly to restaurants and other consumers.
Latest network off to a good start
Kokkola’s new REKO local food network on Facebook has received an enthusiastic reception. Nearly one hundred customers have ordered meat, carrots and eggs from local producers, to the tune of 900 kilos of produce. Two active Kokkola residents were behind the new network.
Co-founder Ida-Maria Björkqvist describes her excitement as she watched the number of members grow.
“Just over a week ago the group had 40 members, and now we are already well beyond 500. There is clearly a demand for local food if only someone will organise it,” Björkqvist said.
The first Facebook-facilitated orders will be distributed without intermediaries in Kokkola on Tuesday, when a dozen local producers will be on hand to distribute their products. Jakobstad resident Thomas Snellman originally brought the idea from France to Finland, as he knew that there would be a demand for local food in his home country.
“For example, this year’s sales in Jakobstad’s local food network exceeded 200,000 euros, up from last year’s 120,000 result.”
Face-to-face feedback is valuable
Meeting with the customers face-to-face during product handover is also a clear benefit for many of the producers. These personal interactions facilitate the exchange of feedback that aids in the development of the produce to meet customer expectations.
“When return customers order our meat again, we feel as if our work is important,” says Rintamäki. She has taken the proper precautions for the handover, careful to maintain the cold chain throughout the process.
“The most important thing is that the products are stored at the right temperature and we check it continuously.”