“Finland has long lacked a consumer-focused trade fair solely dedicated to food and beverages. Before the COVID-19 pandemic, the food industry had been asking why such an event did not exist. Now, over four years later, we’re here to fill that gap.”

We’re speaking to Nina Harlin, the brains behind Food 2024, what’s set to be Finland’s largest consumer food fair ever.

Over a weekend in April, the show she has masterminded is expected to bring over 56,000 attendees to Messukeskus, a conference centre in the heart of Helsinki, to sample the best of the country’s food and drink. Plus, at the same time, the venue will be hosting the Children’s Fair and the Pets Fair, providing an exciting mix of events.

“Finns love to attend trade fairs and events. Over the last year, consumers have returned to events in increasing numbers—and now, as we approach the summer, it’s the perfect time to hold the food fair,” Nina says.

“I’m just really excited for what’s shaping up to be Finland’s largest and most delicious food and beverage event!”

Bringing together the best in Finnish and European cuisine

Food 2024 certainly promises an action-packed weekend, with exhibitors from across the northern European food industry. Nearly 200 companies are scheduled to showcase their products and flavours, including caviar and truffle houses, artisanal chocolatiers, cheesemakers, and many, many more.

“At the fair, you can eat, drink, learn, get inspired, spend time, and shop,” Nina explains.

“The event is filled with the flavours, aromas, and feelings of food and drink. Food fairs offer ideas and inspiration for consumers in their everyday and festive life. But it’s also a great opportunity to sample something special. For instance, we’ve invited four amazing restaurants that have opened within the past year, who will be offering samples of their signature dishes.”

In fact, diversity is the event’s primary strength. Attendees can try seasonal wines and beers, sample the best of recent food literature, and hear panel discussions or lectures on Finland’s food trends. Plus, a show kitchen will be built specially for the event, where chefs, food writers, and exhibitors will showcase their talents.

In one particularly innovative event, Food 2024 will feature Finland’s first ever national Airfryer Championship. Showcasing consumer participants doing the cooking, it promises to be a fun, thrilling, and tasty competition.

“The program is hugely diverse, with three days of continuous cooking demonstrations where the topic changes every half an hour,” says Nina.

“Ultimately, we want to offer the public new ways to enjoy and learn. For three days, we’ll show you non-stop, hands-on, how good food is made. We invite attendees to simply choose the topics that interest them!”

A seasonal approach to food

Among all this diversity, there’s a single theme that shines through: seasonality.

“Finnish food is pure and traceable. The use of ingredients should be based on the harvest season and should always focus on what is at its best at that moment,” Nina tells us.

“In April, we’re on the threshold of summer, and all Finns are eagerly awaiting the warmer season. The food fair offers exhibitors the opportunity to showcase all products suitable for this time of year.”

To get attendees excited for the warmer months ahead, Food 2024 will feature ideas for picnics, all-night parties, and celebrations such as May Day, Mother’s Day, graduations, or other festivities.

Yet you don’t need a special occasion to enjoy sustainable, seasonal food, Nina insists.

“In the routines of everyday life, we often repeat the same recipes and meals. At Food 2024, you’ll get the inspiration to try something new and add something different to your every day. Come and discover the latest products for the spring and summer seasons.”

Big plans for the future

Talking to Nina, it’s clear she’s excited about the prospects for the fair—not just this year, but for years to come too.

“There’s a lot of potential to grow the fair and transform it into a huge regular event,” Nina explains.

After this year, the Food fair will be held annually. In 2025, Nina and the team plan to move to even larger facilities. They hope to bring in more brands in the food industry, including in home furnishings, food preparation, and, in-line with the summer season, outdoor cooking too.

Yet, for now, all of Nina’s attention is on the event in April.

“There’s such a big programme this year, and we know every exhibitor is going to bring their best,” she says.

“The main stars of the event are the exhibitors and the visitors and I’m sure they’ll make it a successful event. For me, success is simply about making as many people as possible happy and curious about food!”