Apetit is the largest domestic operator in Finland, its principal market area, and the significant developer of a unique plant-based “from field to fork” value chain in its product groups.
Plant-based eating, in addition to offering good taste and health benefits, represents a choice in favour of a sustainable diet. Long-term food trends highlight factors related to responsibility and individual well-being: healthiness, concern about climate change, domestic origin, making everyday life easier, local food and transparency of the food chain.
The most significant drivers of change in Apetit’s operating environment are related to inflation and consumer purchasing power as well as climate change and the associated variability in crop yields. In terms of cultivation, continuously evolving legislation on chemicals and pesticides also has impacts on the cultivation of different plants and the safeguarding of harvest levels. The global political situation creates uncertainty.
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Product group
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Marker share and competetive position
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Competetive advantages
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Frozen vegetables and
frozen foods
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Apetit is the market leader in Finnish frozen vegetables and frozen ready meals in Finland. Competition is mainly coming from big international players and private label products.
Apetit has strengthened its position in the retail trade in Sweden. Apetit is a significant producer of frozen peas in Europe.
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A raw material sourcing model based on contract farming in both home markets
Strong market position and highly regarded brand in Finland
Expertise in product development and production
Megatrends and nutritional recommendations support the product portfolio
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Vegetable oils
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Apetit is a major player in the Finnish vegetable oil market: high-quality vegetable oil products for consumers, professionals and industry.
A commercial breakthrough is being sought for BlackGrain from Yellow Fields® rapeseed powder.
Competitive supply from abroad has increased somewhat, especially in industrial sales.
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Economies of scale in production and sourcing, strong control over the entire value chain
Domesticity, high production efficiency and delivery reliability, own energy solution
High-quality products for a broad customer base
Mechanical and environmentally sustainable process
Strong market position and well known brand
Long-term cooperation to increase domestic oilseed production with various industry players: RypsiRapsi Forum
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Raw materials
for feeds
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Apetit has a considerable share in the sales of oilseed-based raw materials for feeds in Finland.
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No salmonella, alternative for soy
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