This post is an informative journalistic coverage of a PR event with editorial & reportage elements that do not aim to promote any business, organisation, product or service.
Today - on the day of publication- I am a member of Ruokatoimittajat ry (Finnish Food Writers' Association), and attended this PR event as a food writer (not as an influencer).
13 May 2025 - Leppävaara, Espoo
I walked into Laurea’s Leppävaara campus and was greeted not with a stiff handshake, but a glass of rhubarb juice - refreshingly tangy, like the Finnish spring, and far more exciting than your average welcome drink. Paired with savoury tasting bites, this intro set the tone: thoughtful, elegant, quietly bold.
The crowd was a mix of journalists, industry experts and education advocates gathered to celebrate the launch of Kalaosaajan Käsikirja (Fish Expert's Handbook) - a brand-new, free digital resource not only for pros.
Photo by © Reka Csulak - Three Pod Studio
Antti Reinikainen took the stage - actually, more like a big cutting board. With a hamachi (or yellowtail, if you like your translations literal) glistening in the ambient light, he walked us through a sashimi show that could rival Tokyo’s finest. One fish, three cuts - infinite nuance. He filleted with surgical precision and explained how each section - from lean to lusciously fatty - tells its own story on your palate. It wasn’t just a demo. It was a reminder: knowledge transforms a good ingredient into a great food experience.
Photo by © Reka Csulak - Three Pod Studio
Photo by © Reka Csulak - Three Pod Studio
Photo by © Reka Csulak - Three Pod Studio
Once the knives were down, Henry Lybäck welcomed us in the university's spacious auditorium with more context on the project and introduced the smart, compact crew - clearly passionate about equipping us with real-world knowledge for an ever-evolving industry:
- Henry Lybäck, Laurea University of Applied Sciences
- Katriina Partanen, Pro Kala Ry
- Veera Peltomaa, Laurea University of Applied Sciences
- Kati Pohjanmaa, Laurea University of Applied Sciences
- Antti Reinikainen, Kespro
- Taru Spring, Taru Spring Oy
Photo by © Reka Csulak - Three Pod Studio
MSC’s Country Manager of Finland and the Baltic Countries, Johanna Vepsä held an insightful presentation on “Kestävä tulevaisuus ja kalatalouden muutokset” (Sustainable futures and changes in the fisheries sector). With a forward-thinking reality check on the climate of our oceans, she peeled back many layers of sustainability.
The Marine Stewardship Council (MSC) is the global non-profit behind the blue label for wild-caught seafood. They work to promote sustainable fishing practices and healthy fish stocks. Their sibling organisation, Aquaculture Stewardship Council (ASC), focuses on the farmed seafood sector, ensuring responsible aquaculture from pond to plate.
Seafood is a highly nutritious, low-carb alternative to other meat protein. It also has a lower carbon footprint, with greenhouse gas emissions than other protein productions like chicken, pork, cheese, sheep and beef. The MSC and ASC certification logos on products provide transparency, ensuring consumers can trust their seafood comes from sustainable and responsibly managed sources, supporting long-term ocean health.
Antti Reinikainen returned to the stage with Taru Spring to discuss critical gaps in fish industry education. A major issue is the lack of consistent, up-to-date educational resources at all levels, from raw material handling to species knowledge. As interest in seafood grows, practical resources remain limited. However, more professionals, from teachers to chefs, are recognising the need for improved training to elevate Finland’s seafood industry. Antti’s remark that "seafood is always fast food" highlights fish's role as a quick, convenient, and healthy protein choice for busy households.
Photo by © Reka Csulak - Three Pod Studio
Finally, Kati Pohjanmaa introduced the star of the event we all gathered for: Kalaosaajan Käsikirja.
Not just a book launch, but a mission: to give fish the role it deserves in our kitchens and culture and reconnect chefs, culinary students - and people in general - with an ingredient that has quietly waited in the wings for far too long.
Despite being nutritious, sustainable, and versatile, fish remains surprisingly underused in Finnish gastronomy. This book was created to shift that narrative by helping professionals better understand the value of local species, how to reduce waste, and how to build confidence in handling and preparing fish. The expertise goes beyond text-based explanations with relevant videos attached to each chapter.
And the best part? It’s free. Because good knowledge shouldn’t be a luxury item.
You can dive in here: Kalaosaajan Käsikirja (in Finnish)
In case I'll be informed by the authors in the future about a possible English version, I'll update this article.
We wrapped things up with coffee and cake and I left with a new-level of appreciation for the educators, chefs and industry professionals whose goal is keeping fish on our plates and sustainability on the agenda.
I had the pleasure of attending this PR event and learn more about the noble goal of the versatile and sustainable utilisation of fish within the HORECA industry and our everyday diet. You can see more insights and photos on my Instagram.
Thank you so much to Kati Pohjanmaa for inviting me to this event. I also appreciate the opportunity to meet and learn directly from the team behind Kalaosaajan Käsikirja.
DISCLOSURE
The organiser has not set any special criteria and has not initiated any financial/alternative compensation that would require the creation of any written or visual content related to this PR event nor the promotion of any products/services in exchange for attendance - but I decided to share my experience anyway as I think you'd enjoy exclusive insights from my recent gastro adventure. Any PR products/samples/food, drink/services/raffle prizes handed out by the organisers, other participants or exhibitors (if applicable) were not a form of compensation, nor part of an exchange agreement.
❗️Remember to drink responsibly, and that you must be over the minimum legal drinking age of your country. ❗️
