How Kesko makes sustainable choices easy for customers

We asked how Kesko, one of Finland's largest retail chains, promotes transparency and sustainability in its operations, what are the priority areas of Kesko's sustainability strategy and how it is easy for customers to make responsible choices in stores with the help of packaging labels.  Responsibility communication has been talked about during the fall because of the upcoming EU Green Claims directive. The purpose of the directive is to make sustainability communication transparent and verifiable for consumers.

Q: How do you promote transparency and how do certifications help in combating greenwashing?

A: Kesko has a strong commitment to sustainability, and we want to make sustainable choices easy for customers. Certifications such as PEFC play a key role in this as they are third-party verified and trusted. For example, the PEFC logo on the product or packaging shows that the wood material used is sustainably produced. The Green Claims directive will make it easier to choose sustainably produced products, as it prohibits companies' own environmental labels and misleading claims. This increases the weight of verified certificates and makes consumers' choices more reliable. In Finland, the consumer ombudsman has already addressed misleading claims, which indicates that the direction is right.

Q: One focus area of Kesko's sustainability strategy is climate and nature, which also includes combating deforestation. How is it reflected in your actions?

A: In Kesko's sustainability strategy, the climate and nature are key focus areas, and this also includes active prevention of deforestation. Our goal is that by 2025, 100% of the wood and paper products in Kesko's selections are of sustainable origin. This means that the products are certified, origin verified or recycled material. In the grocery store, the policy applies to Kesko's own branded products, such as PEFC-marked tissue paper and disposable containers, and in the construction and building technology store, it covers all lumber supplied by Kesko. In addition, all Finnish K-Rauta -stores have been covered by the PEFC certificate since 2019, and in our own construction activities we only use certified timber. This is how we ensure that our operations are as sustainable as possible.

Q: How is sustainability reflected in the packaging?

A: In our packaging, we prefer renewable materials, such as cardboard, paper and bio-based plastics. Especially for wood-based packaging, we prefer solutions of sustainable origin, which are certified or recycled material. This way we can reduce the environmental impact and ensure that our packaging is as sustainable as possible. The EU Green Claims directive will be a significant tool in combating greenwashing and improving sustainability communication. At Kesko, we are ready to meet these demands and continue to promote sustainability in all our operations.

A retailer or brand owner can include PEFC in the procurement policy and ask suppliers to use PEFC-certified materials.  You can communicate about PEFC-marked products using your own PEFC mark. The PEFC labe demonstrates  the company's commitment to sustainable sourcing  in a visible, verifiable and easy-to-understand way.our text in this area