The Finnish organic food chain—an activity theory approach

Abstract

This article aims to establish the reasons why the Finnish organic food chain has not developed sufficiently to reach the goals set by the authorities for production volume and consumption. One reason is that organic products do not meet the quality requirements of consumers, and another that consumers have been left out of food chain planning and decision-making for food selection. Co-operation among stakeholders is weak, and activity is based on power that is, for example, widening the price margin. Government interaction through taxation, legislation, and subsidies does not benefit the organic food system. The criteria for evaluating stakeholder activities—food production processes and products (food)—are only quantitative and financial rather than being qualitative and built on accommodating consumer values. The earlier mentioned variables were entered into Yrjo Engestroms’ Activity Theory model to study their interactions. According to extensive research into consumer opinions on organic production and food, customers value safety, ecology, health, ethicality, and taste. By using the Economy of Common Good Theory’s principles and adding those factors to the evaluation criteria for the process and the food, food suppliers would enlist consumers as co-creators and co-innovators and enable stakeholders in organic food production to face the challenges better and meet the goals set for the organic food chain. It is also necessary to have better government interaction so that it can achieve its own goals. The Activity Theory Model will also help the conventional food chain to improve in quality.