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).
11 September 2025 - Restaurant Toppa, Helsinki
This morning began at the scenic Restaurant Toppa, where the smell of fresh bread made the welcome even warmer.
After some tasting bites, chef Marko Hirvonen introduced us to the world of Lantmännen Unibake — from frozen bakery goods to the beloved breads you spot under the Vaasan and Myllyn Paras brands in every Finnish store. Yet this wasn’t just another corporate update, though, but an integral part of Bread Week, and the spotlight was firmly on some interesting findings about the future of bread.
Photo by © Reka Csulak - Three Pod Studio
Photo by © Reka Csulak - Three Pod Studio
Photo by © Reka Csulak - Three Pod Studio
But before we got to the research data, we had a chance to meet the Finnish Bocuse d’Or team. Chairman Tommi Tuominen spoke about the prestige of his team with the kind of pride that makes you sit up straighter. His role is to support Finland’s chefs on their road to the world’s toughest cooking competition — the “Formula 1 of gastronomy.” Listening to him, it was clear besides the aim of excel in the contest the team has a bigger goal: lifting Finnish food culture onto the world stage.
Chefs Johan Kurkela and Niilo Suominen, Finland’s duo for the upcoming qualifiers shared their journey. Johan has spent ten years building towards this, from student assistant to national representative. Niilo, his committed right hand, jumped at the chance to train alongside him. Their dedication is fierce. Days are long, the training is intense, and the mental game is just as crucial as the recipes. They compared the discipline required to endurance sports — except here, the finish line is a plate judged by the best chefs in the world.
Photo by © Reka Csulak - Three Pod Studio
Photo by © Reka Csulak - Three Pod Studio
After the inspiration came the insights. Iida Jouhki, Business Development Specialist at Lantmännen Unibake, revealed results from a brand-new bread study that found: Finns are still a bread-loving nation, but habits are shifting. Younger generations crave more experience, variety, and visual appeal when choosing bread at restaurants and cafés. For them, bread isn’t just fuel — it’s part of the fun. Older generations, meanwhile, value fibre, whole grains, and the health benefits of rye.
The study also showed how bread acts as a quality marker. In buffets and hotel breakfasts, people often judge the entire experience by the freshness and selection of the bread table. In fact, up to 80% of consumers said they’d eat more bread out-of-home if the selection was more inspiring and higher quality. That’s a big opportunity for restaurants to reimagine bread as a star, not a side.
Photo by © Reka Csulak - Three Pod Studio
Photo by © Reka Csulak - Three Pod Studio
Photo by © Reka Csulak - Three Pod Studio
And then came the tasting bites served by the Bocuse d’Or Academy Finland team.
Imagine sourdough elevated into showstoppers: masterfully tuned loaves, lingonberry-spiked zestiness with smoked mayonnaise, crispy lichen, and chanterelles. Each bite was inventive yet rooted in tradition — a reminder of how endlessly versatile bread can be when chefs let creativity rise.
We all need to find our way to approach bread and stop thinking about it as supporting act. Bread must have a stage of its own — and thanks to events like this, we get to see how Finnish bakers, chefs and fine dining experts are shaping its future, one slice at a time.
Photo by © Reka Csulak - Three Pod Studio
I had the pleasure of attending this PR event and being among the first ones to learn more about how Finns' relationship with bread is changing.
You can read Lantmännen Unibake's related press release here + see more insights and photos on my Instagram.
Thank you so much to Anna Lorvi for inviting me to this event. I also appreciate the opportunity to meet and learn directly from the talented chefs and bread experts who shared their insights at Central Helsinki today.
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.
