Product card makes it easier for kitchens and wholesalers to offer local food products

Professional kitchens, wholesalers in the hotel, restaurant and catering (HoReCa) sector and retailers are all looking to increase the range of local foods in their selections. To foster collaboration among various operators, a supplier’s product card has been developed to offer support in negotiations between small companies and buyers.

A simple, everyday tool, the product card helps producers to identify their product’s strengths prior to sales negotiations. The card highlights points that buyers are interested in when evaluating new products.

– First and foremost, the card is intended to help producers prepare for sales negotiations with a potential buyer, explains project manager Päivi Töyli from the University of Turku’s Brahea Centre.

The card includes information on the product’s shelf-life and suitability for special diets, and on whether it is organic and how it is ordered and delivered. The idea behind the card is to encourage producers to analyse their product’s unique selling points and stand-out qualities.

– Small companies’ products have their place in supermarket selections. In the retail sector, we have gained positive experiences from product cards and it’s excellent news that a new and improved version of the tool is now available to assist in collaboration between small companies and HoReCa wholesalers, says the Finnish Grocery Trade Association’s Director Ilkka Nieminen.

In 2012, the Finnish Grocery Trade Association developed a product card for the retail sector, aimed at facilitating collaboration between small food businesses and retail companies. Soon, various operators realised that a similar card would come in handy in negotiations with HoReCa wholesalers and professional kitchens.

The product card has undergone further development to meet the needs of both groups of buyers. The new card also takes into account recent changes in the requirements for package labelling.

Collaboration among wholesalers, professional kitchens and companies is promoted as part of the Paikallisruoan arvoketjua kehittämässä  (development of local food value chain) project. The main partners of the project are the Finnish Grocery Trade Association, HoReCa wholesalers, regional food-industry developers, and the Central Union of Agricultural Producers and Forest Owners (MTK). Funded by the Ministry of Agriculture and Forestry, the project began in 2015 and will continue until 2017.

Product card

Product card_2015 , in Finnish and Swedish (if you do not have MS Office, you can download a free Libre Office package from

The Paikallisruoan arvoketjua kehittämässä project was set up to promote collaboration among HoReCa wholesalers, professional kitchens and local food companies. The ( website provides an overview of good practices in this sector.

Running from 2015 to 2017, the project is funded by the Ministry of Agriculture and Forestry.


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