1. Growing Luxury – or
Eco-Luxury?
ECORussia seminar
Petri Alava, CEO
Kekkilä Group

2. Kekkilä business
Key figures 2011 2010 2009
Turnover (M €)
Consumers 42,6 41,5 34,9
Park 15,0 11,9 12,4
Professional 24,7 22,5 22,8
Environment * 7,4 8,7
* Officially Environmental Mgmt became part of Kekkilä Group
starting 1.1.2011
Personnel 232 (Avg. 2011)

3. Our story
Growing Luxury is creating a small piece of heaven
in my own yard. Bringing the miracle of nature into my
kitchen window. Providing the perfect atmosphere to enjoy
family time. Instilling a sense of responsibility in my
children. And enjoying a healthy life. This is the modern
luxury of today.

4. Growing Luxury is…
…having fun in the garden.
…taking the time to enjoy a healthy life.
…making the most of family and friends.
…eating healthy and enjoying fresh veggies.
…a shared desire to make the world better.

5. Growing Luxury…
…for a suburban paradise.
…for an urban escape.
…for an enlightened generation.
…for healthy food.
…for a sustainable planet.

6. Our Vision
A healthy garden in every home, school, office, business and
community.

7. Consumer values…
…more environmentally minded.
…young woman more than others.
…low GDP countries more than others.
…choose environmentally friendly solution.
…but is not yet ready to pay more.
…and not ready to change behavior yet.

8. Steering the change…
…retailers strategies do matter.
…retailers must sense the public opinion
…and sustainability is one driving force.
…and they steer the industry.
…authorities have also major impact.
…by setting new laws, costs are changed.
…and industry changes the behavior.

9. Russian consumers…
…not generally environmentally worried.
…but do care about the neighborhood.
…younger people more than older.
…convenience and price matters in personal choices.
…do not yet get the retailers steering.
…but retail structure is the same everywhere.

10. Russian Eco business…
…creativity by changing the playground.
…public steering is powerful mechanism.
…steering does not favor environmental solutions in our
industry yet.
…St Peterburg chicken manure good example.
…it will come in 5-10 years.

11. Thank you!