{"id":291873,"date":"2021-04-28T09:45:25","date_gmt":"2021-04-28T07:45:25","guid":{"rendered":"https:\/\/foodin.fi\/en\/?p=291873"},"modified":"2026-06-09T08:11:32","modified_gmt":"2026-06-09T06:11:32","slug":"blog-the-story-of-foodin-better-food-for-a-better-tomorrow","status":"publish","type":"post","link":"https:\/\/foodin.fi\/en\/blog-the-story-of-foodin-better-food-for-a-better-tomorrow\/","title":{"rendered":"The Story of Foodin – better food for a better tomorrow"},"content":{"rendered":"

Organic<\/span> food is <\/span>gaining<\/span> popularity<\/span> on a <\/span>global<\/span> scale<\/span>. <\/span>Our<\/span> founder<\/span> Lasse Jalkanen <\/span>has<\/span> been<\/span> developing<\/span> and <\/span>working<\/span> towards<\/span> a <\/span>more<\/span> organic<\/span> food culture in Finland for <\/span>over<\/span> a <\/span>decade<\/span>. <\/span>We<\/span> want<\/span> to <\/span>share<\/span>\u00a0the story of Foodin\u00a0with<\/span> you<\/span>, <\/span>shedding<\/span> light<\/span> on <\/span>how<\/span> one<\/span> of <\/span>Finland\u2019s<\/span> most<\/span> substantial<\/span> organic<\/span> food <\/span>producers<\/span> and <\/span>manufacturers<\/span> began to flourish<\/span>, and <\/span>how<\/span> we\u2019ll<\/span> continue<\/span> to <\/span>develop<\/span> better<\/span> food culture!<\/span><\/span>\u00a0<\/span><\/p>\n

AT THE ROOT OF FOODIN<\/h2>\n

Our<\/span> story<\/span> starts<\/span> over<\/span> a <\/span>decade<\/span> ago<\/span>, <\/span>when<\/span> our<\/span> founder<\/span> Lasse Jalkanen <\/span>became<\/span> interested<\/span> in <\/span>improving<\/span> his<\/span> own<\/span> health<\/span> and <\/span>physical<\/span> performance<\/span> through<\/span> nutrition<\/span>. <\/span>The<\/span> appropriate<\/span> products <\/span>were<\/span> not<\/span> available<\/span> in Finland <\/span>back<\/span> then<\/span>, <\/span>so<\/span> they<\/span> had<\/span> to <\/span>be<\/span> sought<\/span> out and <\/span>brought<\/span> back<\/span> from<\/span> all<\/span> around<\/span> the<\/span> world<\/span>. <\/span>Whilst<\/span> sparking<\/span> interest<\/span> in <\/span>his<\/span> own<\/span> wellbeing<\/span> and <\/span>performance<\/span>, Lasse <\/span>grew<\/span> increasingly<\/span> interested<\/span> in <\/span>the<\/span> origin<\/span> of food and <\/span>ingredients<\/span>. On <\/span>his<\/span> first<\/span> trip<\/span> to <\/span>small<\/span> local<\/span> farmers<\/span> in <\/span>the<\/span> Brazilian<\/span> Amazon, Lasse <\/span>discovered<\/span> the<\/span> enormous<\/span> effect<\/span> and <\/span>importance<\/span> of <\/span>the<\/span> food <\/span>industry<\/span>.<\/span><\/p>\n

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\u201cIt <\/span><\/span>was<\/span><\/span> no <\/span><\/span>longer<\/span><\/span> merely<\/span><\/span> about<\/span><\/span> how<\/span><\/span> food and <\/span><\/span>nutrition<\/span><\/span> fed<\/span><\/span> my <\/span><\/span>body<\/span><\/span>, <\/span><\/span>but<\/span><\/span> also<\/span><\/span> how<\/span><\/span> much<\/span><\/span> I <\/span><\/span>could<\/span><\/span> impact<\/span><\/span> the<\/span><\/span> lives<\/span><\/span> of <\/span><\/span>the<\/span><\/span> people<\/span><\/span> in <\/span><\/span>the<\/span><\/span> rainforest<\/span><\/span> by<\/span><\/span> simply<\/span><\/span> buying<\/span><\/span> the<\/span><\/span> ingredients<\/span><\/span> they<\/span><\/span> produce<\/span><\/span>\u201d<\/span><\/span>, Lasse <\/span><\/span>reminisces<\/span><\/span>.\u00a0<\/span><\/span>\u00a0<\/span><\/span><\/p>\n<\/blockquote>\n

The<\/span><\/span> feeling<\/span><\/span> of <\/span><\/span>wanting<\/span><\/span> to <\/span><\/span>support<\/span><\/span> and help <\/span><\/span>hard-working<\/span><\/span>, <\/span><\/span>kind-hearted<\/span><\/span> farmers<\/span><\/span> by<\/span><\/span> buying<\/span><\/span> everything<\/span><\/span> they<\/span><\/span> could<\/span><\/span> ever<\/span><\/span> be<\/span><\/span> able<\/span><\/span> to <\/span><\/span>produce<\/span><\/span> has<\/span><\/span> remained<\/span><\/span> in <\/span><\/span>Lasse\u2019s<\/span><\/span> mind<\/span><\/span>. It is <\/span><\/span>evident<\/span><\/span> that<\/span><\/span> Foodin\u2019s<\/span><\/span> idea of <\/span><\/span>Sharing<\/span><\/span> Happiness<\/span><\/span> was<\/span><\/span> strongly<\/span><\/span> present<\/span><\/span> even<\/span><\/span> before<\/span><\/span> the<\/span><\/span> brand<\/span><\/span> was<\/span><\/span> created<\/span><\/span>.\u00a0<\/span><\/span>\u00a0<\/span><\/p>\n

THE STORY OF FOODIN BEGINS<\/h2>\n

In 2013, at <\/span>the<\/span> time<\/span> Foodin as a <\/span>brand<\/span> was<\/span> established<\/span>, Lasse <\/span>had<\/span> his<\/span> own<\/span> online<\/span> store<\/span> focused<\/span> on <\/span>wellness<\/span> products as <\/span>well<\/span> as <\/span>several<\/span> different<\/span> ongoing<\/span> projects<\/span> in <\/span>other<\/span> companies<\/span> of <\/span>the<\/span> same<\/span> industry<\/span>. Lasse <\/span>developed<\/span> his<\/span> know-how <\/span>by<\/span> travelling<\/span> the<\/span> world<\/span> whenever<\/span> and <\/span>wherever<\/span> he <\/span>could<\/span>, <\/span>going<\/span> from<\/span> small<\/span> family<\/span> farmers<\/span> to <\/span>grand<\/span> international<\/span> fairs<\/span> and <\/span>events<\/span> in <\/span>search<\/span> of <\/span>new<\/span> ideas<\/span> and <\/span>partnerships<\/span>.\u00a0<\/span>\u00a0<\/span><\/p>\n

Maria Jalkanen, Foodin\u2019s second owner and entrepreneur, joined the company\u2019s story in 2015. Meeting Maria gave Lasse the opportunity to take things to the next level and crystallise Foodin\u2019s core mission.<\/span> Having<\/span> previous<\/span> experience<\/span> in <\/span>the<\/span> same<\/span> field<\/span>, Maria and Lasse <\/span>shared<\/span> a <\/span>mutual<\/span> passion and <\/span>interest<\/span> in <\/span>developing<\/span> Foodin <\/span>onwards<\/span>. By <\/span>focusing<\/span> on Foodin, <\/span>both<\/span> Lasse and Maria <\/span>could<\/span> influence<\/span> matters<\/span> that<\/span> were<\/span> important<\/span> to <\/span>them<\/span> – ie <\/span>the<\/span> food <\/span>production<\/span> value<\/span> chain<\/span> from<\/span> farmer<\/span> to <\/span>consumer<\/span> – and <\/span>conduct<\/span> purposeful<\/span> business.<\/span>\u00a0<\/span><\/p>\n

Lasse and Maria <\/span>consider<\/span> it <\/span>most<\/span> important<\/span> to <\/span>work<\/span> from<\/span> their<\/span> hometown<\/span>, Jyv\u00e4skyl\u00e4. <\/span>Foodin\u2019s<\/span> production<\/span> and <\/span>warehouse<\/span> currently<\/span> employs<\/span> well<\/span> over<\/span> 50 <\/span>people<\/span>, and <\/span>with<\/span> Foodin\u2019s<\/span> continual<\/span> growth<\/span>, <\/span>the<\/span> team <\/span>will<\/span> keep<\/span> on <\/span>growing<\/span>. Lasse and Maria <\/span>dream<\/span> that<\/span> one<\/span> day<\/span> their<\/span> own<\/span> children<\/span>, Eemeli and Lilja, <\/span>will<\/span> continue<\/span> Foodin\u2019s<\/span> story<\/span>. <\/span>Working<\/span> together<\/span> has<\/span> given<\/span> the<\/span> couple<\/span> a <\/span>lot<\/span> – and <\/span>will<\/span> keep<\/span> on <\/span>giving<\/span> as <\/span>the<\/span> company<\/span> grows<\/span>.\u00a0<\/span>\u00a0<\/span><\/p>\n

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