Limited home market for quality product
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By Mikko-Pekka Heikkinen
Finns often grumble about the inability of their compatriots to market their products - so let's grumble some more.
Domestic reindeer meat is a healthy, good tasting organic food, but it still has next to no market in the south of Finland, even though this is where one might expect to find buyers for an ethically acceptable delicacy.
For instance, there are vegetarians who are willing to compromise on their principles, if the meat in question has been allowed to run around freely during its lifetime.
One big reason for the poor sales figures is that reindeer does not have brand recognition. Mental images, fantasies, logos, signs, and attractive packages would be needed. Such things could be acquired from an advertising agency, if producers and packers of the meat knew how to join forces.
For instance, there is a soup made of the hooves of a reindeer. The consumption involves sucking the bones, with an occasional sip of schnapps.
Disgusting? Well then, what about crayfish - that ugly, messy bottom-feeding crustacean, which is nevertheless a great delicacy, providing an acceptable excuse for drinking hard liquor in polite company.
The difference is, that from the perspective of residents in the south of Finland, the habits of the country's coastal Swedish-speakers are more refined than those of the residents of Lapland.
Helsingin Sanomat / First published in print 17.10.2006
More on this subject:
 Expensive delicacy sorted out at reindeer roundup
FACTFILE: High-protein, low-fat food
MIKKO-PEKKA HEIKKINEN / Helsingin Sanomat
mikko-pekka.heikkinen@hs.fi
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