The document provides information on Finland's food export program and the impact of COVID-19 on food and beverage demand and supply in several countries. It discusses Business Finland's food export promotion activities and growing Finnish food exports. It also summarizes the effects of COVID-19 on the food sector in China, Japan, Sweden, Denmark, Germany and France, including increased online demand, disruptions to HoReCa and challenges around logistics and seasonal workers. The document lists the Food from Finland team and notes an upcoming Amazon marketplace project in Germany to help Finnish food companies sell online.

1. Food from Finland
Program
Esa Wrang
Head of Food Program,
Business Finland
02042020

2. Over 260 export
promotion activities done so far
• Buyer Meetings and Trade fairs:
• Bringing food and beverages sector buyers to Finland
• Buyer meeting events at target markets
• Country pavilions at international BtoB and BtoC tradeshows
• Active cooperation with Nordic countries
• Campaigns, Sales Channel Development and Education:
• Increasing competences of Finnish companies, coaching workshops and trainings
• BtoC retail & online campaigns together with Visit Finland
• Media campaigns, media visits to Finland and PR events at target markets
• eCommerce development in China and other markets
• Boosting Export with Packaging training project
• Ecosystem Development and Direct Funding:
• Food sector ecosystem development process, in order to
create new selected international ecosystems
• Food sector innovation funding. Last year Business Finland
funded food sector companies with more than 17 million €.02042020

3. Growing Export from Finland
Finnish food export is on the growth path!
Export in 2018: 1,55 billion € Export in 2019: 1,75 billion €
(+ 200 m€)
• China +82%
• Germany +30%
• South-Korea +28,8%
• Sweden +16%
• Japan +9,4%
• Denmark +7,2%
• Russia +4,2% .
Growth +12,8%
Growth outside EU:
+20,6%
02042020

4. IMPACT OF COVID-19
regarding F & B demand and supply in
China, Japan, Sweden & Denmark, Germany and France

5. IMPACT OF COVID-19 ON F&B DEMAND AND SUPPLY
COVID-19 is having an extremely large impact on consumer markets worldwide, due to
the growing number of individuals working from home or unable to leave their homes.
•Food service sector has been particularly impacted since in most of the markets HoReCa sector
has been closed, or transformed to take-away and home deliveries
•In a short term retail sector has increased, but the offering has changed more towards basic food
and beverages offering
•The biggest growth can be seen in eCommerce sales everywhere
•Lessons can be learnt from how the consumer behavior is changing. New innovative approaches
are needed
•Some problems caused due to irregular logistics: shortage of containers, long queues in shipping
and border crossing.
• Food from Finland program is now focusing on coaching webinars and negotiating all events to
take place during autumn 2020 or next year 2021. Extra focus will be given to eCommerce
solutions.

6. IMPACT OF COVID-19 ON F&B DEMAND AND SUPPLY
- CHINA
DEMAND OPPORTUNITIES
• Consumers purchase food& beverage products mainly
through online channels such as e-commerce platforms.
In general, companies were affected less if they had a
strong online presence.
• Convenience-driven categories with long shelf life such
as frozen and ready-made meals, processed meat and
seafood have increased demand.
• On a long term consumers demand more healthy and
functional products e.g. high protein milk and probiotic
yoghurt.
• Alcoholic drinks have already seen dramatic downturns
in the short term under the strict quarantine controls.
• Temporary restaurant closures hit food service severely
but food delivery and take away food was less impacted
by the epidemic.
• Excess inventory in
HoReCa sector and some
of them started online
sales directly to
consumers.
• Many e-commerce
platforms have enhanced
co-operation with
producers and borrowed
manpower from
restaurant chains
• Logistics slowed down,
but the situation is now
recovering .
• Concerns for
oversea logistics
due to the airline
connection
limitations increase
the delivery times.
• Home delivery
service to
consumers has
been updated to
safer non-contact
delivery.
• Finnish food and beverage
companies will benefit
from the demand for
healthy products: e.g.
healthy snacks, dairy,
juice and water, high
quality meat
• E-commerce and cross-
boarder e-commerce
model provide
opportunities for Finnish
companies
• Some marketing and
promotion can be useful
for Finnish brands, such as
utilizing sales campaigns
and live-streaming.
REMARKSSUPPLY

7. IMPACT OF COVID-19 ON F&B DEMAND AND SUPPLY
- JAPAN
DEMAND OPPORTUNITIES
• Demand of ready made foods and foods
with long shelf life such as frozen
products, noodles, pasta, canned foods
etc. for consumer use has increased
drastically.
• Restaurant and HoReCa business is
experiencing deep losses
• General consumer sales in supermarkets,
department and convenience stores etc.
has increased as people are working from
home & avoiding restaurants.
• Logistics chains
that include
production in China
have severe
difficulties as local
factories have been
in halt for a long
time & still not
working in full
capacity.
• Excess stocks of
HoReCa/restaurant
goods
• Finnish food
& beverage
exports are
relying
heavily on
air cargo
• Finnair is
planning to
resume
flights to
Japan on
May.
• Products with long shelf
life that are ready-to-eat
should have extra
potential due to the
recent crisis
• New negotiations with
Japanese importers may
be challenging at the
moment as everyone is
dealing with COVID 19
impacts. Some extra work
and promotion will be
needed.
REMARKS OPPORTUNITIESSUPPLY

8. IMPACT OF COVID-19 ON F&B DEMAND AND SUPPLY
- SWEDEN & DENMARK
DEMAND OPPORTUNITIES
• Consumers just find alternatives in
ready-made foods and home cooking
which means increase in retail sales
and especially in e-commerce.
• Demand of local food and beverages
are expected to increase, and
consumers are encouraged to buy more
domestic products
• Consumer demand in the HoReCa sector
has declined and shifted to retail.
• Sweden is heavily dependent on food
imports with ca. 50 % self sufficiency.
However, there is no implications of
food and beverage supply being
affected nor lack of food. Some
problems regarding food supply. There
is a special worry for products coming
from Southern Europe.
• Combination of panic buying and just in
time delivery system has resulted in
temporarily empty shelves
• F&B supply is shifting from retail to e-
commerce and the quicker the
companies can change their setup the
more successful they will be.
• Increasing demand for food and
beverages on new sales channels, e.g.
specialty online stores, creates
opportunities for Finnish companies.
Certain categories might experience a
short-term stock-out, which might
open up opportunities for certain
Finnish companies
• As retail has been disrupted and e-
commerce has increased
www.nemlig.com, www.coop.dk and
others are looking to deepen their
assortment. Co-operation with these
platforms could provide great
opportunities for Finnish companies.
SUPPLY

9. IMPACT OF COVID-19 ON F&B DEMAND AND SUPPLY
- GERMANY
DEMAND OPPORTUNITIES
• Germans buying behavior has changed. Especially
flour, pasta, fresh milk, canned food and water
are bought as a home reserve.
• German retail stores are recording a turnover
increase of 40 % but they are cautious since the
products that are bought during the crisis are
low-margin-products
• Since it is expected that the unemployment will
increase due to corona crises, in a long run the
overall consumption is expected to decrease.
• Many German consumers are now heavily using
also online channels like Rewe Online, Amazon
Fresh und Picnic to order food and other
products. E-Commerce delivery times are longer
than normally and can be even 1-2 weeks.
• With several basic food
ingredients like wheat,
potatoes, meat and milk
products Germany is
100% self-sufficient.
• The possible lack of
seasonal workers from
abroad is causing doubts
if the harvest during the
spring and summer can be
managed with less
workers. Jobless and
students are now being
recruited for farms to
help with the harvest.
• Closing the boarders are causing
delays in deliveries and a huge
number of trucks are queuing at
the borders. The truck drivers
are now also allowed to work
on Sundays in order to
guarantee deliveries on time.
• In HoReCa sector many
companies are forced to reduce
working hours due to the
restrictions.
• Although German government is
supporting the companies
financially, the crisis will hit hard
the HoReCa industry also in
Germany.
• The use of e-
commerce channels
has increased and it is
to be expected that
consumers will use
more online channels
also in the future. This
is an interesting
opportunity also for
the Finnish food and
beverage companies.
• It is expected that the
close by European
markets are becoming
more important
trading partners for
Germany after the
corona crisis.
REMARKSSUPPLY

10. IMPACT OF COVID-19 ON F&B DEMAND AND SUPPLY
- FRANCE
DEMAND OPPORTUNITIES
• Demand for online food shopping
has increased massively, and
delivery times are no longer
reasonable. People have to go to
local supermarkets to buy basic
supplies
• Consumers have been stocking food;
they still queue for bakeries,
butcher’s and local fruit stores, fresh
food is still important during crises
• Restaurants are closed since mid-
March, food service sector is
suffering.
• Despite of some
shortages, food &
beverage supply
has been stable.
• France is Europe’s
leading producer
of agricultural
products, no
logistics problems
• France is lacking for 200
000 seasonal workers,
this is why a French start-
up Wizifarm, in
collaboration with
governmental
employment office, has
opened a platform where
any French citizen can
join the ”agricultural
army” and they have
already more than 100
000 people signed up
• Now it’s time to
prepare for after
the crises
• There are
opportunities for
premium products /
oat / berries / free
from products /
vegan products
(incl. vegetable
proteins) / specialty
alcohols
REMARKS OPPORTUNITIESSUPPLY

11. 11
FOODFROMFINLANDTEAMINFINLAND
genevieve.tong@
businessfinland.fi
+358 40 831 4847
GENEVIEVE
TONG
MARKETING
COMMUNICATIONS
MANAGER
ESA
WRANG
HEADOF
FOOD
PROGRAM
esa.wrang@
businessfinland.fi
+358 400 243 076
ANNALEENA
SOULT
MANAGER
annaleena.soult@
businessfinland.fi
+358 40 343 3447
TIINA
LUOMA
PROJECT
MANAGER
(onmaternityleave)
tiina.luoma@
businessfinland.fi
+358 50 464 3385
CUILU
FAN
SENIORADVISOR
CHINA,E-COMMERCE
cuilu.fan@
businessfinland.fi
+358 50 304 3561
HANNA-KAISA
ERKKILÄ
SENIOR
PROJECT
COORDINATOR
hanna-kaisa.erkkila@
businessfinland.fi
+358 50 464 4292
ROOSA
SIITONEN
PROJECT
COORDINATOR
roosa.siitonen@
businessfinland.fi
+358 50 400 9453

12. 12
PIRJO
HAKANPÄÄ
SENIOR
ADVISER
JUSSI
TOIVONEN
FINANCIAL
MANAGER
KARI
VENÄLÄINEN
SENIOR
ADVISER
FOODFROMFINLANDTEAMINFINLAND
pirjo.hakanpaa@
businessfinland.fi
+358 44 712 4136
jussi.toivonen@
businessfinland.fi
+358 50 557 7826
kari.venalainen@
businessfinland.fi
+358 40 722 1632

13. 13
FOODFROMFINLANDTEAMIN
EUROPE
LILI
LEHTOVUORI
SENIORADVISOR,
GLOBALOPPORTUNITY
LEADER
lili.lehtovuori@
businessfinland.fi
+43 664 254 5289
elina.iso-oja@
businessfinland.fi
+49 89 208 027 164
heidi.romu@
businessfinland.fi
+33 6 25 24 03 60
vilma.rissanen@
businessfinland.fi
+46 730 28 14 31
philip.bank@
businessfinland.fi
+45 272 917 81
ELINA
ISO-OJA
ADVISOR
HEIDI
ROMU
ADVISOR
VILMA
RISSANEN
ADVISOR
PHILIP
BANK
SENIOR
ADVISOR
Vienna,Austria Munich,Germany
Stockholm,Sweden
Paris,France
Copenhagen,Denmark

14. 14
FOODFROMFINLANDTEAMINASIA
inka-liisa.hakala@
businessfinland.fi
+81(03)6432 5270
jani.toivanen@
businessfinland.fi
+82 107 265 3164
jianing.lu@
businessfinland.fi
+86 188 0179 3699
INKA-LIISA
HÄKÄLÄ
ADVISOR
JANI
TOIVANEN
ADVISOR
JIANING
LU
ADVISOR
MASAHIRO
KIMURA
SENIOR
ADVISOR
masahiro.kimura@
businessfinland.fi
+81(03)6432 5270
Tokyo,Japan Tokyo,Japan Seoul,SouthKorea Shanghai,China

15. AMAZON MARKKINAPAIKKA PROJEKTI
– KEVÄT 2020
- Markkinapaikkana Saksa
- Elintarvike kategorian myynti kasvanut Saksassa yli
220%
- Erinomainen etu Food from Finland asiakasyrityksille
- Webinaari aiheesta toukokuussa
- Yhteistyössä Retime Oy: kanssa
- Food from Finland tulee tarjoamaan yrityksille
verkkokauppaan liittyvää koulutusta yhdessä
Experience Commerce ohjelman kanssa
- Business Finland on tehnyt selvityksen globaaleista
markkinapaikoista. Katso selvitys tästä!

16. THANK YOU!
www.foodfromfinland.fi
02042020