Fiksu Ruoka Oy (Foodello)

Fiksu Ruoka Oy, which operates internationally as Foodello, is a Finnish e-commerce company established in 2016 with the mission to reduce food waste. The company was founded by Richard Lindroos, who was later joined by co-founders Riku Poutanen and Juhani Järvensivu. Lindroos was driven by the challenge of food waste in the food industry and envisioned an online platform to combat it. What began in a garage has since expanded to a company employing over 60 people. Juhani Järvensivu currently serves as the CEO.

The core of Fiksu Ruoka's business is an online store that sells surplus and clearance food and consumer goods at significant discounts, typically ranging from 20-90%. The company sources these products directly from manufacturers, importers, and wholesalers. These items are at risk of being discarded for various reasons, such as being discontinued, having updated packaging, being part of an overstock, or approaching their best-before date. This model provides a solution for suppliers to manage excess inventory and for consumers to purchase affordable goods. Revenue is generated directly from the sale of these products through its online platform and mobile application.

Operating in the online grocery market, Fiksu Ruoka serves budget-conscious and environmentally aware consumers. The product assortment is dynamic and includes a wide variety of items such as dry foods, drinks, snacks, household items, and cosmetics. The company emphasizes a data-driven approach, using analytics to guide purchasing, pricing, and digital marketing efforts. Since its inception, the company has successfully saved over 15 million kilograms of food from being wasted. Initially focused on the Finnish market under the name Fiksu Ruoka, the company has expanded its operations to the Netherlands and Belgium under the brand name Foodello. For its logistics, the company utilizes a fulfillment center in Groningen, Netherlands, to process online orders for Western Europe.

Keywords: food waste reduction, online grocery, surplus food, discount groceries, e-commerce, sustainable consumption, circular economy, food rescue, clearance items, consumer goods, data-driven retail, Finnish startups, European e-commerce, impact business, food technology, supply chain efficiency, inventory management, direct-to-consumer, affordable goods, environmental sustainability