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ness and consumers became more interested cium-rich milk products and in nutritional facts and values. Valio responded a growing line of functional to the demand for light products with a line of foods. products containing less fat. Valio has always One of Valio’s revo- listened carefully to consumers and met their lutionary discoveries in needs accordingly throughout its hundred the field of probiotics is years of existence. This is one of the keys to Lactobacillus GG (LGG), Valio’s success and its present leading status a special type of lactic in the dairy industry. acid bacteria with proven Since the first ship loaded with Valio but- health effects. In 1990, Valio ter sailed to the UK in 1906, export activities launched the world’s first have played a key role in the company’s his- LGG product under the achievements Industries’ Federation for five consecutive tory. Acquiring subsidiaries from various parts brand name Valio Gefilus. Valio has achieved years since 2001. The winning row started with of the world and having co-operation agree- Today Valio Gefilus is a a solid standing in fermented milk drink Valio Evolus, the first ments since the late 1980s, Valio has trans- well-known and trusted the field of func- European functional food to help lower blood formed itself from an export co-operative into brand with a product range tional and health- pressure. In 2005, Star product winners were an international business, yet deeply rooted in including milk, ferment- promoting foods. daily dose drinks: Valio Gefilus, Valio Evolus Finland. ed milk, yoghurts, juices, The patented tech- and Valio Benecol – all with health-promoting daily dose drinks, cheese, nologies and food qualities. product and even capsules. As Valio innovations by Valio Valio produces a wide range of dairy products purchased the worldwide R&D have gained History known for high quality and purity, not just in rights for LGG in 1987 it has both scientific and Valio was founded in July 1905, originally as a Finland, but in 60 countries all over the world. managed to make it into commercial success butter export company jointly owned by a co- The product range comprises more than 1,300 a commercial success not worldwide. operative of dairies. First class quality was an items including different flavours and pack- only through own produc- Since its pio- important goal from the start, thus the name age sizes. By using indicators on each package, tion but also through sales neering research on Valio (“excellent”) was chosen to express the Valio quality systems can control the entire of international licensing lactose hydrolysis in high standards set by the enterprise. production chain from the farm to the con- agreements. the 1970s, Valio has As more people were moving into cit- sumer and trace each product through produc- made great efforts ies and the urban demand for milk grew in tion processes all the way back to the origins recent developments to provide low-lac- the 1910s, Valio milk shops emerged in larger of raw milk. Valio invests substantially in tose products for towns and in 1916, Valio built its first whole- Cheese is one of the cornerstones of research and development, consumers suffering milk dairy in Helsinki. Valio, covering about one third of the Group’s the main goal being to from lactose intol- By the end of 1920s, the co-operative had turnover. Valio is the biggest national cheese increase its share of value- erance. As a result over 500 member dairies and it had a major house with six production plants in Finland added products. The compa- it developed the role in the income of rural population and that make a variety of 40 cheeses. The range ny is focused on strengthen- enzymatic hydroly- the growth of a young nation. As domestic offers all kinds of consumer and catering ing the Valio brand, innova- sis method, which sales exceeded milk and cheese exports dur- cheese product end-uses e.g. hard/semi-hard tive R&D, cost-efficiency and splits lactose using ing the decade, more effort was placed in the (Edam, Emmental and Havarti type cheeses) the ability to react swiftly to a soluble enzyme, home market and the first milk and cheese and processed cheeses to sliced and grated market changes. and consistent quality, characteristics that and today Valio advertisements appeared in newspapers. Also cheeses. Most popular cheese brands include To respond to increased competition in are expressed through the company value: offers over 100 low- Valio’s R&D was reinforced by appointing the the creamy Valio Oltermanni, the number one the dairy products industry, Valio invested over Responsibility for well-being. The brand is lactose products young and talented A.I. Virtanen as Head of choice of Finnish families and the blue-mold €300 million between 2002–2005, mainly in shaped by Finland´s nature, Valio´s long expe- containing less than the laboratory in 1921. His great inventions Valio Aura, the choice of cheese connoisseurs. operations development and raising capac- rience, its tasty products and its pioneering Market 1% lactose. These products are sold under the improved the quality of milk and other dairy Made since 1935, Valio Aura is a strong sub- ity utilisation. In accordance with the com- spirit. Milk and dairy products are an important part Hyla brand name. products, and later earned him the Nobel Prize brand with its own message: you either love it pany strategy for next few years, Valio aims to Since its beginning a century ago, Valio has of the Finnish food culture, with an annual In 2001, Valio made a significant break- in Chemistry. or hate it. increase its presence in Sweden, northwestern been committed to ensure the production of milk consumption of 140 litres per capita. In through when it launched a totally new prod- During 1950s, when Finland had shifted In addition to traditional dairy products, Russia and the Baltic countries. Also the Asian safe, first-class products for consumers, to cre- terms of net turnover, Valio is the biggest food uct for consumers with zero lactose toler- from wartime shortage of food to overproduc- Valio puts great emphasis on value-added markets specifically China, offers lucrative ate close links with its customers, to support business in Finland specialised in dairy prod- ance. Its patented chromatographic separation tion, Valio managed extensive dairy opera- products such as low-fat, low-lactose and cal- prospects for the company. the livelihood of Finnish farmers, to build trust ucts that processes more than 80% of all milk method enabled the introduction of lactose- tions. The arrival of milk bottling machines and to commit to environmental responsibility. produced in the country. Valio is the domestic free milk with genuine milk taste. The product started the slow change from bulk to pack- promotion market leader in all key dairy product groups generated great interest both domestically aged milk. To mark its 50th anniversary in 1955, Valio advertising focuses and a pioneer as the developer of functional and abroad, and it was chosen as the “Star Valio changed its name from Butter Exports on product brands mainly THingS you didn’T know ABOUT… foods. Product 2002” in the drinks category in the Company (Voinvienti-osuusliike Valio) to Co- in television and maga- In 2004, Valio Group’s net turnover was Finnish Food Product of the Year competition. operative Dairies’ Association (Valio Meijerien zines. Traditional market- Valio €1,600 million of which international opera- In fact, Valio innovations have been elected Keskusosuusliike). The company also got its ing channels are comple- • Valio’s Research Director, Professor A. tions accounted for one third. Key overseas Star products by the Finnish Food and Drink first logo resembling a stylised separator cover. mented by providing con- I. Virtanen received the Nobel Prize in markets include Valio’s product sumers with informative Chemistry in 1945. AIV butter salt and Sweden, Russia, the range expanded materials such as reci- silage are still used today. Baltic region, the significantly dur- pes and nutritional tips • Customers brought their own jugs to buy US and Belgium. ing 1960s, when in printed form and the bulk milk from Valio shops up until late Valio’s share of for example, semi- Internet. 1960s. the domestic retail skimmed milk was The company also • Valio has the world’s largest selection market is around launched. Also takes advantage of its own of low-lactose products under the Hyla 65% in fresh prod- yoghurt and other media, the Valio milk car- brand. ucts i.e. milk, fer- sour milk prod- ton, which reaches mil- • Every second kilo of cheese manufactured mented milk, ucts such as kefir, lions of Finns at the best by Valio is exported. yogurt, pudding quark and cottage possible spot - the dining • Russia is the largest export market for and cooking prod- cheese appeared on table. Valio’s packed butter. ucts. It also holds Finnish tables. • Valio’s ownership lies in the hands of the biggest market The 1970s was brand Values about 13,500 Finnish dairy farmers. share in cheeses at a decade of infor- Valio’s strength lies in around 59%. mation and aware- its products’ pure origin www.valio.fi 100 SuperbrandS Finland 101 ness and consumers became more interested cium-rich milk products and in nutritional facts and values. Valio responded a growing line of functional to the demand for light products with a line of foods. products containing less fat. Valio has always One of Valio’s revo- listened carefully to consumers and met their lutionary discoveries in needs accordingly throughout its hundred the field of probiotics is years of existence.

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