Future Vegetables

Background

Finnish eating habits are changing, and the demand for foods that support overall well-being is growing. Vegetable consumption has become more popular than before, and this trend continues. A variety of vegetables are nowadays used in the diet, some of which are new to the Finnish market. Another trend is that consumers are eating more protein-rich vegetables. Future eating habits emphasize personal health benefits and the well-being of the planet, as well as personal dining experiences and simple everyday life. Consumers are becoming more aware, and expectations and demands for food production are increasing. Conscious consumption includes, for example, considering ethics, carbon footprint in production and supply chains, preferring ecological packaging materials, avoiding waste, favoring domestic and locally produced products, and transparency and knowledge of the production chain.

Future Vegetables Project

Finnish eating habits are changing, and greenhouse production in Ostrobothnia must be at the forefront of development to stay relevant in the market and strengthen its market position in Finland. The project investigates opportunities and obstacles for profitable and sustainable business development and how to promote strategic decision-making and customer-oriented product development. The main goal of the project is to identify which products and product families in the greenhouse vegetable category should and can be cultivated in Finland, and how they can be processed. Another goal is to examine how packaging, sustainability issues, and transparent communication relate to future consumer needs. The current market and consumer information collected by the project forms the basis for the sector's response to changes.

The project is led by Yrkeshögskolan Novia (Departments of Business Administration and Bioeconomy) together with Hanken - Svenska handelshögskolan (Department of Marketing), and other partners include Österbottens svenska producentförbund r.f., Osuuskunta Närpiön Vihannes, Botnia Vihannes Oy, and Vaasan Vihannes Oy.

Project activities include seminars, trend analysis, consumer analysis through surveys and focus group interviews, identifying obstacles and opportunities through in-depth interviews in the vegetable production value chain, innovation workshops, and summarizing final conclusions in writing.

During the project, two seminars will be organized, which are open to all interested parties. Although the main language is Swedish, it is also possible to participate in Finnish and English. Duration: 1.1.2025-31.3.2027. Funder: European Agricultural Fund for Rural Development (EAFRD).