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The best food comes from nearby

A Norstat survey commissioned by Prisma revealed that 54% of consumers prefer Estonian food – 17% of them always choose domestic products and 36% prefer Estonian products if the price is either the same or only slightly more expensive than that of foreign products. However, the results indicate a slight downward trend, which shows the need to pay more attention to the high-quality goods of Estonian producers.

"The survey confirms that while local food is still important, there is a slight decline in preferences. The goal of Prisma's campaign "The best food comes from nearby" is to change this trend and bring to people stories that show why local food is the best," said Kaimo Niitaru, Director of Assortment and Procurement at Prisma.

He added: "Prisma's shelves boast a wide variety of Estonian products already, and local produce plays a key role in putting together the product selection." More than half of the food products sold in Prisma stores are of Estonian origin, and continuous work is underway to further increase this share. Unfortunately, the Norstat survey shows that while 77% of the target group keeps an eye on the origin of food products to some extent, only 8% always do so at all times.

"People have less money to buy food and are looking for cheaper options. That's why we are constantly seeking ways to make Estonian food more attractive to consumers. For example, in this campaign, our weekly specials include only Estonian products," Kaimo Niitaru explained.

The focus on Estonian food and local producers

The campaign "The best food comes from nearby" focuses on Estonian food and small domestic producers. The aim of the campaign is to highlight the high-quality and fresh products of Estonian producers and emphasise the importance of local ingredients. In March, Prisma is highlighting Estonian producers and their stories on its channels – how it all started, what values they hold, and what their collaboration with Prisma has been like. In the stores, posters with nice pictures and messages guide visitors to the flavours offered by local small producers.

The following Estonian producers are participating in the campaign:

  • Kadarbiku
  • Jahujaan
  • Wiru Mill OÜ
  • Tori Siidritalu
  • NAMM Roosiku Chocolate
  • Lunden Food OÜ
  • Jaanihanso Siidrivabrik
  • Anderson Beer OÜ
  • Põhjala Teetalu
  • AS Lõuna Pagarid
  • Grüne Fee
  • Pajumäe Talu
  • Äntu Mõis
  • Õllenaut
  • Matsimoka
  • Saidafarm
  • Gourmet Club
  • Andre Juustufarm

Background of the survey

The survey, organised by Norstat Estonia, took place between 2 January and 10 January 2025 and was responded to by 700 respondents aged 20–60 from Harju, Tartu, Rapla and Ida-Viru counties.