"The new policy is the greatest strategic change in S Group's supermarket trade in a decade.  The considerable lowering of prices has demanded a great many efficiency measures and pruning of costs," says Taavi Heikkilä, CEO of SOK.

"The work has now progressed to the point where we can  begin lowering prices in all Prisma stores in Finland. We know that this is not yet enough. There is a long way to go, but we will not give up. We will do our utmost to become the most affordable grocery store in Finland.

"While we are lowering prices, we will also hold on to our wide selection and improve it further. Finnish quality is also important to us: almost 80 per cent of our products are made in Finland," says Heikkilä.

"We at S Group have listened to our customers and staff. We have asked them how we could best help normal Finnish people in the current hard times.  The message is clear: the price of everyday groceries must come down.

We will start lowering prices where we have most encounters with customers.

"In practice, this means Prisma stores. We can deliver everyday help most effectively where we reach the largest customer volume and where our own efficiency enables us to lower prices," says Heikkilä.

"Making goods more affordable is a basic duty of cooperative activities. Our only aim is to help ordinary Finnish people," says Heikkilä.

For further information, please contact:

Taavi Heikkilä, CEO, SOK +358 10 76 80200 (nationally)

CEOs of regional co-operatives (locally)