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).
28 february 2025 - helsinki
This morning started early to ensure I arrive in time for a National Rye Bread Day breakfast at Uunisaari, just off the coast of Helsinki. Fazer's recent gathering brought together industry professionals and food writers to highlight the importance of rye bread in our diets and discuss Finland’s latest whole grain recommendations.
Photo by © Reka Csulak - Three Pod Studio
The brave ones started the morning with a refreshing open water swim and sauna before we gathered around a rye-focused breakfast table with a menu designed by, Teemu Laurell - Finland's Top Chef 2012 competition winner & restaurant owner. He also held us a live demonstration of preparing one of his signature open faced sandwiches on today's menu.
Today's breakfast menu
- Oululainen Jälkiuuni bread with avocado topping á la Teemu Laurell
- Oululainen Jälkiuuni bread with white fish topping á la Teemu Laurell
- Brie cheese croissants
- Chopped fruit
- Fazer Aito-granola
- Fazer Aito-gurtti
- Froosh smoothies
- Cinnamon bun
- Fresh juice
- Coffee, tea
Photo by © Reka Csulak - Three Pod Studio
Photo by © Reka Csulak - Three Pod Studio
Photo by © Reka Csulak - Three Pod Studio
Photo by © Reka Csulak - Three Pod Studio
While enjoying the delicious bites, the event continued with discussions on the role of whole grain rye bread in a balanced diet.
Fazer has shared its goal of increasing the share of whole grain breads in its product portfolio from the recent 57% to 65% by 2030. The company is also introducing clearer whole grain labelling on its packaging along with informative online guidance to help consumers make informed choices. Rye bread consumption is supporting our whole body's health from head to toe:
- Brain
- Heart
- Gut
- Muscles
- Immune system
- Skin, hair and nails
Finland's recent dietary guidelines recommend a daily intake of at least 90 grams of whole grains. However, Finns' average intake is only about half of this recommendation, so integrating more whole grain products - including rye bread - into our daily meals became even more crucial. Fazer offers a versatile wholegrain product range to support our dietary goals:
- the wholegrain breads of Fazer Bakeries - including:
- Oululainen Jälkiuuni
- Oululainen Reissumies
- Real Ruis
- Puikula - which is my personal favourite
- the Fazer Alku product family (porridges, cereals, muesli and granolas).
The company is heavily investing in rye bread production, with a new production line set to open in Lahti this Spring - solidifying the company's position as the world’s largest rye bread producer.
It’s inspiring to see such a strong commitment from one of Finland's most recognised brand to promoting healthier eating habits by aligning their product portfolio with the most recent nutritional guidelines - while celebrating the country's iconic foods!
Photo by © Reka Csulak - Three Pod Studio
I had the pleasure to attend this PR event and learn more about Fazer's contribution to the healthy diet of Finns.
You can read the brand's related press release here + see more insights and photos on my Instagram.
Thank you so much to Tarja Kuusela, Teija Lehtonen, Taina Lampela-Helin, Jonna Huikuri and Kati Ijäs for inviting me to this event and shared more about the positive impacts of rye bread consumption. I also appreciate the opportunity to meet chef Teemu Laurell again, and taste his fantastic breakfast creations today at Uunisaari.
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.
