Finnish food exports lag due to weak storytelling, experts say

Helsingin Sanomat presents a critical analysis of Finnish food exports, arguing that our products are failing to capture international markets not for lack of quality, but for lack of a story. Mika Kylänen and Anne Kalliomäki contend that we are too often exporting raw materials like oats when we should be exporting finished goods like muesli, missing out on significant value addition.

The core issue, as they see it, is a deficiency in 'boldness' and a failure to imbue our food products with the 'story and emotion' that resonates with global consumers. While concepts like purity, arctic qualities, and happiness are often cited as Finnish strengths, they remain abstract unless translated into tangible, engaging experiences. The authors propose a shift towards 'experiential marketing,' drawing parallels to the success of products like Moomin mugs, which sell not just a ceramic item but a cultural experience.

From a Finnish viewpoint, this is a call to action. We need to move beyond simply stating our food's attributes and instead weave narratives that connect with consumers on a deeper level. The article champions leveraging our unique Finnish lifestyle – the rhythm of the seasons, the connection to nature, and even our history of resourcefulness during leaner times – to create authentic, 'raw,' and memorable food experiences. The Oulu 2026 region's 'Arctic Food Lab' initiative, focusing on local flavors and stories tied to 'tar' (pitch), is presented as a model for this more engaging approach to food export. It's about offering the world not just food, but a piece of Finnish culture.