Pdf version (3.2 MB) - Kesko

REspONsIblE PURCHasING aNd saLEs
gROw IT
yOURsELF
The trend of food growing, popular
throughout the world, is now on the rise
in Finland, too. At the moment, there are
not yet many complete solutions available
for customers who want to try urban
growing or other small-scale cultivation
of their own food.
The purpose of the 'Grow It Yourself'
concept created by Rautakesko for K-rauta
and Rautia chain stores is to make concrete
the responsible concept and develop solutions
for home gardeners for the smallscale
cultivation of high-quality, natural and
OIva sMIlEs
WHEN EVERyTHING Is OKay
The Oiva experiment is a new way of monitoring
foodstuffs and an example of an
open operating method, easily visible to
customers. The information obtained by
food supervision is published in the form
of an Oiva report. A smiling face on the
door of a store or a restaurant shows that
everything is okay. Corresponding operations
in other countries have served as a
model.
The Oiva practice was experimented
with in various parts of Finland from April
to December 2011. The experiment included
food stores and restaurants in
Helsinki, Heinola, Kerava, Jalasjärvi, Ilmajoki,
Kurikka and Lappeenranta.
Food supervision in Finland is coordinated
by the Finnish Food Safety Authority
Evira, but inspections are made by each
pOTaTO
Has a sMaLL CaRbON FOOTpRINT
Pirkka was the first trading sector own
brand to include a carbon footprint label
on packaging. The label was introduced
on Pirkka potato bags in October 2011.
“With the help of carbon labelling, we
are able to tell our customers what kind
of impact the product has on the environment
and so increase their awareness
of the issue,” says Matti Kalervo, Kesko
Food's Product Research Manager.
34
Kesko Corporate Responsibility Report 2011
clean food. A cooperator in finding means
for promoting the idea has been Dodo,
an environmental organisation which has
been promoting and acting as a pioneer
in urban growing. Dodo's urban growers
received the Environmental Award of the
City of Helsinki and Kesko's award for sustainable
development in 2011.
Rautakesko is developing the concept in
cooperation with suppliers. The aim is to
make small-scale food cultivation easy and
fun for customers. Food can be grown on a
balcony or in a small yard, but one can also
manage without a yard and green fingers.
Special modules will be built for 'Grow
It Yourself' products in K-rauta and Rautia
stores. During the winter season, the emphasis
is on the store where seeds, equip-
community. Oiva inspections are always
conducted by the municipal inspector,
who checks temperatures, the handling
and manufacture of foodstuffs, sanitation
and hygiene competence certificates, for
example.
After an inspection, the store or restaurant
receives an inspection report and the
Oiva label on the door to indicate the result
of the inspection. A smile means that
operations are at an exemplary or good
level, while a more serious face indicates
that the operations require attention, either
as a matter of urgency or for a certain
period of time.
Retailer Jesse lintumäki of K-market
Ahjontori in Kerava was taken by surprise
when he received the first Oiva report for
his store.
The carbon footprint is a measure of
the impact caused by a product, activity
or service on the environment. It shows
how much greenhouse gases are generated
during the life cycle of a product or
activity.
The carbon footprint labels on Pirkka
products are easy to read. The triangle
and dark frame of the section describe
the product's carbon footprint on the total
scale. The unit used in Pirkka products
ment for preliminary plant treatment and
kitchen herbs are sold, but the spring season
will shift the focus outdoors as soon as
plants and seedlings arrive. As the season
progresses, larger seedlings gain more
ground. The concept will be experimented
with in a number of K-rauta stores in
spring 2012.
“Though results in various areas covered
by the report were all good or excellent,
the score for hand hygiene was passable.
In the Oiva system, the total score
is determined on the basis of the lowest
partial score, and so our total score was
passable, that is, a 'sour Oiva face'. We
soon found out that the reason was a
problem that was easy to fix. One of the
employees at the service counter had forgotten
to wear gloves and she also had a
ring on her finger. A renewed inspection
gave very good results: the level of store
operations was exemplary,” says Lintumäki
with a smile.
On the basis of the experiment, the plan
is to introduce the Oiva system across the
country during 2013.
is grams. The carbon footprint of Pirkka
potatoes is 16 g per 100 g.
The carbon footprint of Pirkka potatoes
shows the producer's proportion of carbon
dioxide emissions, but the size of the
carbon footprint can also be measured
during the entire life cycle of the product.
The Pirkka.fi site provides information
on carbon dioxide emissions of potatoes
during their life cycle, from cultivation to
the dinner table.