ACCELERATOR FOR PLANT-FORWARD FOOD CULTURE
established 2026
Forerunners
Vision: Thriving Finland where delicious plant-based food is the default option. Mission: Elevate cultural institutions and their restaurant partners as drivers of the plant-forward food culture.
WHO
Forerunners of Food Culture
Forerunners brings together cultural and restaurant operators who want to be at the forefront of building a delicious and responsible food culture. Some have made the change themselves, and others with our support – deliciously, manageably, and measurably.
The first Forerunners will be announced soon.
JOIN
Become a Forerunner
Do you want to join us in writing the next chapter of Finnish food culture?
Already a Forerunner?
Are you a cultural institution or a restaurant/catering operator, and the majority of your offerings and sales are plant-based? You are a forerunner already! Would you like to promote sustainable food culture even more broadly?
AS A FORERUNNER YOU CAN
- Share your own story and lessons learned
- Participate in interviews and discussions
- Spar with operators striving to become Forerunners
- Gain recognition and broader visibility
Want to become a Forerunner?
Are you a cultural institution or a restaurant/catering operator, and wish to increase the share of plant-based food in your offering and sales? You are however concerned about the possible impact on your brand, customer satisfaction and profit?
With us, you will make the change profitably and successfully. Whatever your starting point and objective are, you get a clear roadmap, expert and peer support, and practical hands-on help for carrying out the change.
SUPPORT
Support in Practice
With our support, make a concrete and measurable act of responsibility, without compromising customer satisfaction.
Why make the change with us?
Speed
A clear model, roadmap and expert support.
Profitability
In addition to customer experience, we track sales and profitability. The change is not made at the expense of brand or business, but in support of them.
Confidence
Learn from institutions and operators who have already made the change.
Visibility
Forerunner badge of honour and attractive internal and external communications.
Support we offer
Cultural institutions
Make a concrete act of responsibility and switch customer offerings to primarily plant-based ones.
YOU GET:
- Implementation plan
- Staff coaching
- Communication recommendations
- 2–4 month follow-up & support
- Peer support
- Forerunner badge of honour
- Measurements
The service package is always tailored to your needs. Price depends on the scope of the service. Prices take into account Kone Foundation's support.
What does becoming a Forerunner require?
Primarily plant-based customer offerings, commitment from possible restaurant partners, and positive communication.
Restaurants & catering
Grow demand for plant-based food profitably, without compromising customer satisfaction.
YOU GET:
- Implementation plan
- Staff coaching
- Communication recommendations
- 2–4 month follow-up & support
- Peer support
- Forerunner badge of honour
- Measurements
The service package is always tailored to your needs. Price depends on the scope of the service. Prices take into account Kone Foundation's support.
What does becoming a Forerunner require?
At least 60 % of meals plant-based, high-quality plant-based recipes, and active use of nudging techniques.
Team
The team
Lotta Punkanen
Executive Director
Result-driven economist (M.Sc. Econ.) and expert in positive nudging. 10+ years of experience leading change in a growth company. Lotta manages the overall program and stakeholder relations.
Petra Huttunen
Data Scientist
Data scientist (M.Sc. Tech.), 8+ years of experience in customer data analysis. Petra is in charge of the commercial & impact calculations.
Suvi Tikamo
Restaurant & Recipe Expert
Trained and seasoned chef, expert in plant-based recipe development and restaurant operations. Suvi helps restaurants to develop and implement delicious, profitable and appealing plant-based offering.
In collaboration with
Ruokailo
Suunnannäyttäjät collaborates with Ruokailo. Led by food service expert Charlotta Hyttinen (M.Sc. in Food Sciences), Ruokailo is a pioneer in developing plant-based food offerings, with solid experience ranging from shipping company recipe development to HoReCa training partnerships.
www.ruokailo.fiFood transition is happening.
The question is who lead the way and who follow behind.
Are you not working in the field of culture but wish to progress the plant-forward food transition in your organization? Check out Plantier.fi