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Finnish origins are a continuing theme on Valio milk cartons

Milk is the national drink of Finland and awakens deep and strong feelings in its people, who read Valio milk cartons at the table.

From February–April 2010, cartons of Valio’s basic milks carried introductions to a milk producer, milk lorry driver, laboratory worker, milk packer, warehouse manager, and milk cabinet stocker. The idea was to encourage Finns to think about milk’s impact on employment in urban and rural Finland.

In April 2010, Valio and the Finnish Heart Association and Finnish Diabetes Association used Valio milk and fermented milk cartons to communicate joint messages in support of a healthy lifestyle and diet.

As of May 2010, Valio’s 1 and 1.5 litre cartons of basic milks have displayed a reminder that Valio milk is the GMO free choice. Valio’s quality agreements with its dairy farmers stipulate that GMO feed is not to be used in the milk production chain.

In June–August, packages of Valio basic milks in the Pirkanmaa region of central Finland emphasised the local provenance of the milk and its economic importance to the region.

The aim was to make it clear to consumers that Valio products in Pirkanmaa are of local origin.

In September 2010, the carton theme was “Lupaa hyvää” (Make a good promise). Consumers were encouraged to make personal resolutions on the Internet about improving their own quality of life. During the campaign, Valio made donations to charities e.g. to support children and young people’s leisure activities.

Milk creates jobs in Finland. Many consumers may not know how many hands Valio milk passes through on its way from the countryside to the towns and cities, and how much work is required before you can take a sip from your glass of milk.