Pirkka product receives honorary mention in the Organic Product of the Year competition

Pirkka Organic pea shoot received an honorary mention at the Luomupäivät organic conference in Tampere. Special praise was given to the cultivation technique of the pea shoots that saves energy and production space.

Pirkka Organic pea shoot is an example of seamless cooperation between different parties. Product development was carried out by Ikaalisten Luomu, Kesko Food's purchasing unit and Pirkka Product Research. The aim was to provide a tasty, high-quality organic product, which would help time-pressed consumers prepare light and healthy food quickly and with little effort.

"Pirkka Organic pea shoot is the first organic product in the category of herbs that is available for consumers throughout Finland. It is also the first product in the Pirkka family of organic herbs, which will next be complemented with dill," explains Brand Manager Kaija Grommi.

According to the inquiry made by Taloustieto in November 2008, 45% of consumers are increasing their consumption of organic foods. The Pirkka Organic range now comprises 35 products, some of which are seasonal. The best-selling organic products in the K-Group's food stores are tomatoes, carrots, eggs and processed meat.

"A new, energy-saving method is used in the cultivation of pea shoots. They are grown on two layers: germination takes place on the lower layer and the products grow to their full size on the upper layer. Pirkka Organic pea shoot, launched in November 2008, has been received well; sales have nearly doubled in just a few months," says Ari Kulmanen, Ikaalisten Luomu's Managing Director.

The honorary mention was the second one received by the Pirkka Organic range; carrot puree was chosen as the Organic Product of 2007.

Further information:
Brand Manager Kaija Grommi, Kesko Food Ltd, tel. +358 1053 22260
Research Chemist Heini Haverinen, Kesko Food Ltd, tel. +358 1053 22854
Managing Director Ari Kulmanen, Ikaalisten Luomu Oy, tel. +358 50 527 3652

Photos available at www.vision.fi/ruokakesko.

Kesko (www.kesko.fi) is a retail specialist whose stores offer quality to the daily lives of consumers. Kesko has about 2,000 stores engaged in chain operations inthe Nordic and Baltic countries, Russia, and Belarus. Kesko Food is part of the Kesko Group.