Fazer Cafés are switching to Finnish rainbow trout
Going forward, Fazer Cafés’ fish products will be made exclusively with Finnish rainbow trout. The biggest impact will be on the cafés’ most popular food: the salmon soup, in which Norwegian salmon will be replaced with Finnish rainbow trout. WWF Finland and Fazer have collaborated for years to promote sustainable fishing and safeguard biodiversity. The change in the fish species is part of Fazer’s consumer-oriented approach and supports achieving the company’s sustainability goals.
“Fazer Retail’s and Fazer Ravintolat Oy’s goal is to use fish and shellfish only from the WWF seafood guide’s green list by the end of this year,” says Managing Director Miika Kostilainen from Fazer Retail Finland. “Our customers’ awareness of and willingness to make sustainable choices are increasing quickly, and the Fazer Café chain wants to respond to this by moving from Norwegian salmon to locally farmed rainbow trout. Domestic rainbow trout has a smaller environmental impact while creating jobs and well-being in Finland.”
The Fazer Café chain is part of the Fazer Retail business. The flagship café is Helsinki’s Fazer Café Kluuvikatu 3, established in 1891. Fazer Retail also includes 14 Gateau bakery shops in the capital region.
“As Finland’s leading café chain, we are strengthening our long-term competitiveness, which means we will continue to need high-quality and sustainable raw materials,” Kostilainen continues.
Fazer is committed to using exclusively sustainably produced fish and shellfish in its operations. The company follows WWF’s seafood guide to assess the sustainability of fish and shellfish stocks.
“Farmed salmonids are Finland’s most popular fish, and in particular, Norwegian farmed salmon has topped the consumption charts for a long time. However, fish farming will nearly always have an impact on the marine ecosystem. Finland and Sweden have succeeded in significantly reducing the environmental impact of fish farming, and considering the total impact on the environment, rainbow trout is a better alternative to Norwegian salmon, for example. WWF Finland and Fazer have collaborated for years to promote sustainable fish choices. From the perspective of the marine ecosystem and diversity of fish stocks, it’s important to eat a variety of fish species and to favour sustainably caught wild fish especially,” says Fisheries Officer Matti Ovaska from WWF Finland.
Rainbow trout is used in Fazer Cafés’ creamy salmon soup, at the salad bar, in its cold smoked salmon sandwich and in the made-to-order salmon quiche. The rainbow trout is mainly Finnish. Subject to availability, it may also originate in Sweden. The change in the fish species will take place in March 2023.
Continuous customer dialogue guarantees success – vegan alternatives on the rise
The economic situation has not weakened Finns’ enthusiasm for visiting cafés. People want everyday experiences and small pleasures. Quality-conscious Finns are looking for high-quality sustainably produced products and services, an enjoyable environment and a comprehensive experience. In October 2022, Fazer opened its 20th café on Runeberginkatu in Helsinki.
“We have been pioneers of Finnish café culture since 1891. We can be identified by our dedicated craftsmanship and respect for high-quality raw materials. We bake our products locally ourselves and offer both vegan options and sustainably produced Rainforest Alliance-certified Fazer Blend and Fazer Blend Dark coffees in accordance with our customers’ wishes,” Miika Kostilainen continues.
The Fazer Café chain is a unique combination of tradition and the modern day
Karl Fazer opened his first café in Helsinki in 1891. The young entrepreneur had educated himself in Saint Petersburg, Berlin and Paris and wanted to offer Helsinki residents only the best. Fazer Café Kluuvikatu 3 has already been in the same location for more than 130 years. With the cafés that opened on Bulevardi, Annankatu and Runeberginkatu last year, there are now a total of 20 Fazer Cafés in the capital region, Turku and Tampere.
The cafés are strategically important places where Fazer can encounter its consumer, and the consumer insight and understanding that is created is also utilised by Fazer’s other business units.
Further information:
Managing Director Miika Kostilainen, Fazer Retail Finland, miika.kostilainen@fazer.com, tel. +358 (0)40 486 9832
Communications Manager Taina Lampela-Helin, Fazer Group, taina.lampela-helin@fazer.com, tel. +358 (0)40 668 4600
Fazer’s media phone line is open Mon–Fri from 8 a.m. to 4 p.m., tel. +358 (0)40 668 2998, media@fazer.com
Website: https://www.fazer.fi/fazer-cafe/
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Print-ready pictures: https://www.fazergroup.com/media/ – Kuvapankki – Media_Press_Finland – Fazer Café and seafood WWF
Fazer Group
Fazer, The Food Experience Company, enables people to enjoy the best moments of their day. Our mission, Food with a purpose, builds on our strong 130-year heritage, consumer first approach and innovations to create the sustainable food solutions of the future. With our dedicated team of approximately 5,000 professionals (FTEs), we focus on fast-moving consumer goods and our direct-to-consumer business in Northern Europe, and beyond with exports to some 40 different countries. Fazer’s operations comply with its Code of Conduct that is based on the Group’s values and the UN Global Compact. In 2022, Fazer Group had net sales of 1.1 billion euros.
Northern Magic. Made Real.
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