Fiksuruoka, a Finnish company specializing in food waste products, plans to expand its presence by opening its second physical store in the Jumbo shopping center in Vantaa this coming April. This move marks a significant step towards establishing a nationwide chain of physical stores. According to CEO Juhani Järvensivu, the Jumbo shopping center is particularly advantageous due to its status as the largest shopping center in Finland and its excellent accessibility for visitors from the Helsinki metropolitan area as well as for long-distance drivers.

The new store in Jumbo follows the opening of Fiksuruoka's first physical outlet in Lippulaiva, Espoo, last September. This expansion signifies a shift for the company, which has primarily operated online since its inception in 2016. The product offerings at the Lippulaiva store, which include fresh, frozen, and alcoholic items, are set to be replicated in the new Jumbo location. Järvensivu emphasizes the need for flexibility in product selection and presentation to differentiate from traditional grocery stores that maintain a stable inventory.

Opening a physical presence allows Fiksuruoka to enhance its service and accessibility for customers, particularly in a high-traffic location like Jumbo, which is frequented by both local residents and those traveling from farther afield. The initiative reflects a growing trend towards reducing food waste through accessible retail while also meeting consumer demand for sustainable and discounted food options. This approach could bolster the company’s visibility and operational footprint across Finland, paving the way for further growth in the future.