Organic food is growing in popularity worldwide. Our founder, Lasse Jalkanen, has been on a journey of more than ten years to promote better food culture and significantly develop the industry in Finland. Now we want to share our story and tell how and why one of Finland's most significant organic food operators, Foodin, was founded and how we will continue to spread a better food culture!

The story behind Foodin goes back more than ten years, when our founder Lasse Jalkanen became interested in improving his own health and performance through nutrition. At the time, fully suitable products were not available in Finland, so they had to be searched for and ordered from elsewhere in the world. At the same time, Lasse's great interest in the origin of food and raw materials was awakened. On his first trip to farmers' homes in the Brazilian Amazon, Lasse realised how much of an impact the food business has.

"It was no longer just about how food and nutrition fed my body, but also about how much I could influence the lives of those people in the jungle just by buying the ingredients they produced," Lasse recalls.

Lasse remembersthis thought and feeling strongly, how he wanted to support and help farmers who work hard and with a big heart by buying everything they could ever produce. This kind of Sharing happiness idea has been strongly present even before the birth of the Foodin brand.

When Foodin was launched as a brand in 2013, Lasse already had its own online store focused on wellness products and several irons in the fire in other companies in the same field. Lasse also increased his skills by touring the world wherever he wanted; at raw material farmers, as well as at fairs and events, looking for new ideas and partners.

Foodin's other entrepreneur, Maria Jalkanen, joined Foodin's story in 2015. When he met Maria, Lasse had a good reason to calm down and clarify Foodin's mission. Maria's previous experience in the same field strengthened the common ideas about taking Foodin forward. By focusing on Foodin, Lasse and Maria were offered the opportunity to influence the things they considered important, i.e. the food production chain from the farmer to the end consumer – and at the same time do meaningful business.

Doing things together has given the couple a lot – and still does. Lasse and Maria feel that working in their own hometown of Jyväskylä is very meaningful. Foodin's own production and warehouse currently employ about 70 people, and with Foodin's growth, the team will grow even more. The dream is that one day their own children Eemeli and Lilja will continue the story of Foodin.