The Central Union of Agricultural Producers and Forest Owners (MTK) has issued a warning against perceived fear tactics from the retail sector concerning proposed amendments to the food marketing law and the alleged rise in food prices. MTK's chairman, Tero Hemmilä, emphasizes that the reforms will not lead to increased food prices nor threaten private label products. Instead, they aim to prevent stronger market players from abusing their positions, thereby providing essential protection to weaker parties in the retail sector.

This legislation, set to be proposed by the government of Prime Minister Petteri Orpo, will seek to prohibit retail stores from favoring their private label brands, which are significant in the Finnish market, including popular labels such as S-group's Kotimaista and K-group's Pirkka. The proposal has come under extensive scrutiny not only from local retailers but also from external observers, indicating a robust debate surrounding market fairness in Finland.

The Competition and Consumer Authority (KKV) has also voiced concerns about the proposed changes, suggesting that the government's approach may inadvertently disadvantage consumers. This ongoing discussion highlights the complexities of balancing market regulations with consumer protection in Finland's grocery sector, and the implications the law reform could have on pricing and product availability in the future.