Intangible value creation has, in many reports (ETLA, Sitra), been identified as a weak point in Finland’s competitiveness. The project “Aineettoman arvonluonnin ratkaisut ruokaekosysteemissä” (AARRE) (Intangible Value Solutions for the Seinäjoki Food Ecosystem (AARRE) strengthens the capabilities of firms and developers in Seinäjoki’s food ecosystem, especially in branding, experiences, story innovations, and service design. It develops competence regarding the significance of the sustainability perspective, food narratives, and product traceability as parts of the value-creation process, thereby increasing the growth, competitiveness, and responsibility of Seinäjoki’s food ecosystem and the firms connected to it.
Intangible value creation is inherently sustainable, because by investing in intangible attributes growth can be generated without increasing the use of natural resources. In addition, the project brings the theme of sustainability to the fore as a key element in the narratives of actors in Seinäjoki’s food ecosystem. Competence in intangible value creation is developed e.g. by utilising an international network (like Milan Urban Food Policy Pact), which at the same time supports companies’ internationalisation.
The aim is also to develop, interactively, a shared, impactful, and distinctive food narrative for Seinäjoki, which raises and profiles Seinäjoki’s external recognition and distinctiveness as a food city. This story is outward-facing, strengthening Seinäjoki’s image and credibility at the international level as a significant and modern hub of the food sector. In addition, the shared food story strengthens, internally, the understanding of local companies, residents, and associations about their own city as a food city and activates them to utilise the opportunities it offers.
The project will produce the following concrete results: (1) a capabilities and agency gap analysis of Seinäjoki’s food ecosystem (especially from intangible value creation viewpoint) and an action plan to fill those gaps; (2) a model for leveraging intangible value for Seinäjoki based e.g. on the world’s leading food regions and networking with them; (3) a co-created new, impactful, and distinctive food narrative for Seinäjoki; (4) an intangible value creation toolkit and its piloting with companies and communities in Seinäjoki’s food ecosystem; and (5) open communication of the project’s results. The target area is Seinäjoki, but the lessons are in many respects (like the toolkit) scalable more widely.
The project’s impact is built on developing companies’ innovation readiness related to intangible value creation, and on developing Seinäjoki’s new and impactful food narrative, which produces added value and recognition for all actors in Seinäjoki’s food ecosystem. The project implements the City of Seinäjoki’s innovation ecosystem agreement under the theme sustainable renewal of the food ecosystem. It also aligns with the regional programme Huomisen lakeus and its smart specialisation strategy (Smart Lakeus), particularly the theme “Sustainable food systems and new solutions in the bioeconomy.”
The project is implemented jointly by Tampere University (lead partner) and the University of Helsinki and the University of Turku, in close cooperation with actors in Seinäjoki’s food ecosystem.