In recent developments, Petri Keränen, the owner of K-market in Kontiolahti, Finland, has been threatened with a boycott by customers due to their mistaken association of him with the former store owner, Jari Venäläinen. Venäläinen is currently standing trial for alleged discrimination after refusing to sell an energy drink to a Roma woman, a case that gained media attention two years ago and has now culminated in legal proceedings in North Karelia District Court.

The discrimination case arose when the store, under Venäläinen's management, was accused of refusing service based on ethnicity, a claim that has been strongly denied in court by both Venäläinen and the employee involved. Despite previous apologies from Venäläinen, who stated that discrimination would not be tolerated in his store, the incident has left a significant impact on the community. The current owner Keränen expressed his disappointment at being connected to these allegations simply by virtue of taking over the store.

Keränen has now been working at the K-market for nearly two years and finds himself in a difficult position due to the legacy of his predecessor. Customers in Kontiolahti have expressed confusion over the situation, which has been further complicated by public sentiment surrounding the discrimination trial. The ongoing developments may not only affect Keränen's business but also highlight ongoing societal issues regarding discrimination against Roma individuals in Finland.