Sustainable choices easier for grocery store customers

We want to find concrete solutions for making sustainable choices easier for customers in grocery stores. 
Owning Partner



We would like the innovation workshop to come up with new ways to make sustainable choices easier for customers in our stores. We hope the innovations focus on solutions that could be implemented in the near future. The best concrete ideas will be put to practice by the K-Supermarket chain, which has 245 stores across Finland.  

  • Focus: What themes should a sustainable grocery store emphasise?  

  • Transparency: How can customers ensure that products and the store’s operations meet the sustainability criteria relevant to them?  

  • Communication: How and where should we communicate sustainability actions to our customers? 

As part of the assignment, you can also envision ideas and development paths that extend longer into the future.  


In this innovation challenge, we would like students to provide answers to the following questions:  

  • What does sustainability in grocery stores mean for the customers? What questions do people have? What are considered important issues?  

  • What could K-Supermarket do to increase awareness of responsible products and make more customers choose them? By responsible products we mean, for example, organic, FairTrade, UTZ and MSC certified products, and products by small and local producers. 

  • How could we improve our communication on issues related to sustainability: What type of information on sustainability do customers need before going to the store/at the store? How can consumers find responsible products in the store? 

  • Sustainability in the future: In addition to climate change and responsible products, think of 1 or 2 sustainability-related themes you expect to become increasingly important for customers.  



To enable your success, we will be helping you through the 10 Days 100 Challenges programme. Our experts will be assisting you during the two weeks. 

Anne Hujala, Director (VP), K-Supermarket - 

Harri Ojala, Director of chain operations, K-Supermarket - 

Jari Asula, Concept Manager, K-Supermarket - 

Heidi Jungar, Director - Marketing and customer insight - 



Sustainability in K Group (Annual Report)


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