Currently owned by about 120 milk producers with about 50 employees the company has survived in a time of significant change and challenge in the Dairy Industry.  On the one hand the numbers of dairy producers is diminishing whilst the remaining producers are getting larger. Today in Finland there are 35 dairy production facilities, half the number of suppliers in place 20 years ago. The market of dairy products has turned into a more global one and there is a higher demand for authentic high quality products.

Products
Maitomaa, the largest facility in the category of small dairies in Eastern Finland, started out producing butter and progressing to cottage cheese, which continue to be key products in the Maitomaa offering. The company has been producing consumption milk since 1995. The high demand for genuine pure Finnish products has been a key driver of success at the co-operative, which is only supplied by regional milk producers.
However, as is the case with many traditional food producers, in order to retain and expand market share Maitomaa has had to innovate and diversify on its traditional product ranges. This includes development of a new UHT (ultra high temperature) line used to produce a range of milks and Cottage Cheeses. The use of UHT treated milk ingredients has provided diverse market opportunities, including development of lactose free product ranges (UHT milk is lactose free), a high demand product category in Finland. The company has capitalized on regional and national demand for extended shelf life produces and is targeting Maitomaa to expand into new markets due to the logistical advantages derived from the extend shelf life.  
Building on the strong ethos of innovation Maitomaa has entered into a partnership with a traditional brewery, Olvi-brewery developing a unique range of drinkable high protein, high fiber snacks and sport beverages. All Maitomaa branded products are sold nationwide, in addition to supplying own label products for the retail multiples such as Lidl and SOK, with 35% of the butter production exported across Europe.

Future plans and marketing
With regards to future plans there are a number of key target areas including continuous growth in domestic trade through a combination of marketing and product development and a parallel expansion with export into the Russian Markets.
There are many opportunities around the UHT-line, however new product development activities require significant investment, and securing the necessary resources is challenging. In addition to having to incorporate a strategic focus on product innovation, Maitomaa is also focused upon being more relevant and innovative in its marketing activities. The company is about to move entirely into digital advertising and social media based advertising campaigns, which are more effective at targeting new consumers and markets.  
Maitomaa as an organization has a strong focus on sustainability and the environment, investing in new technologies, to reduce energy consumption and emissions improving their carbon footprint. The company has also secured an environment certificate, Hyvää Suomesta-Produce of Finland, This aspect of the company is also a differentiator which will be drawn upon.
Whilst challenges such as market variability, milk price, regulatory demands and resourcing are significant, Mikko Sairanen is confident about the future of Maitomaa.

TRADEIT-project
Savonia University of Applied Sciences introduced Maitomaa to the TRADEIT consortium when the project was being developed and the company is one of the Traditional Food Producer partners.
Maitomaa is hoping to connect with other enterprises, product and technology developers to identify and develop innovations and ideas for new processes and products, ideally through an open innovation forum, Mikko informed that  “It is easier to create solutions when you receive the help from other companies and also return the favor, providing an opportunity for expanding and sharing knowledge”. Maitomaa has identified opportunities and possibilities for waste management, environmental issues, packaging solutions and product development which it will further explore and develop through the networking and support activities of the TRADEIT project. Even more exciting is the possibility of developing new processes and solutions that would never have occurred without this opportunity.