Acting for the Finnish Bread Mari Dunderfelt, Vaasan

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Acting for the Finnish bread Mari Dunderfelt, Vaasan 08/29/2019 The bakers of Finland’s most popular bread 2 Est 1849 Together we take responsibility from field to fork Challenge in 2016: The packed fresh bread category was lacking emotion and appeal To make it worse: Consumers realized that the iconic Vaasan Ruispalat was baked using imported rye Our ways of communicating did not work - we needed to steer our actions into a new route 6 We clarified our purpose: ACTING FOR THE FINNISH BREAD Then: ACT ON IT! Action: Domestic rye promise We made an open promise and started co-operation with farmers Vaasan commits to domestic rye – rye bread sales growing strongly HEART OF A SMALL BAKERY RESPONSIBILITY OF A BIG BAKERY 9/10/2019 Footer Action: Fight against bread waste Eng Food waste is a big shared issue A major Food waste = Occurs across Bread in the TOP 3 climate burden wasted resources the food chain of wasted foods Eng Every 5th slice of our best seller bread is wasted in the food chain Eng We wanted to support consumers who fight the same challenge Eng 17 We acted: NOT A SINGLE BREAD SLICE • We openly communicated SHOULD BE WASTED our bread waste numbers • We increased awareness about the bread waste issue • We helped consumers with tips • We shared what we do to reduce and manage bread waste Heart of a small bakery. Eng 18 10.9.2019ResponsibilityFooter of a big one. We raised the food waste issue in various media channels Eng 19 The bread bag is the bread’s choice in the fight against food waste Results and learnings 08/29/2019 Consumers talk more positively about Vaasan in social media 2017 2018 +12% 0,38 0,50 Social media sentiment Eng Our own employees feel more proud about their workplace Internal survey, Eng 2018 vs. 2017 We have improved our brand sustainability ranking no 6 no 8 no 10No 10 < 2017 2018 2019Eng 25 9/10/2019 Footer Key learnings Identify your purpose and embed it to actions and communication Find bigger themes to solve together with consumers Boldly take part in societal discussion Walk the talk Eng THANK YOU! 08/29/2019 .

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