On 23 March 2026, VISION4FOOD held a warm-up event in Oulu, Finland, bringing together 32 participants from Northern Ostrobothnia, Lapland and Kainuu. Representatives from public authorities, companies and SMEs, research organisations, civil society, producer groups and regional organisations came together to discuss how northern Finland can strengthen its food exports. The event was led by RWAO and moderated by Heini Iinatti together with Eeva-Liisa Lilja from the Finnish food export association SUVI.
A central part of the discussion focused on the challenges currently slowing down food exports. Participants highlighted limited resources, expertise, market knowledge, contacts and cooperation, as well as the need for greater confidence and ambition. Understanding target markets and customers, having sufficient resources for export activities and working more closely with other Finnish companies were seen as important steps towards improving export opportunities.
The potential of northern identity also played an important role in the conversations. Participants discussed whether Arctic and northern characteristics could provide a real competitive advantage for food products. Clean raw materials, food safety expertise, natural berries and grains, as well as the wider image associated with northern nature were identified as strengths. However, participants stressed that these qualities need to be supported by reliable evidence and translated into clear benefits for customers.
Another key question was how northern food companies should present themselves internationally. Participants saw value in a strong shared regional or national story alongside individual company and product brands. Greater cooperation, including possibilities for collaboration across northern regions and neighbouring countries, could help companies build a more recognisable presence while maintaining their own identities.
During the co-design activities, participants identified several practical areas where companies could work together. These included joint market research, marketing activities, sharing good practices, building export networks, attracting international buyers to Finland, mentoring, improving export logistics and exploring market-specific export concepts. Participants also highlighted the need for long-term work, clearer target groups and stronger understanding of product-market fit.
The event also created a basis for continued cooperation. Regional organisations, universities of applied sciences, SMEs, municipal business organisations, a farmer and other stakeholders expressed interest in remaining involved as the work continues within VISION4FOOD.