Helsinki Conference
WUWM Conference Moderator: Mirita Saxberg, Finland

Mirita Saxberg is a professional presenter and trainer in marketing communication and personal sales. Since 2011 she lectures in the HEO high school of culture and media in the areas of marketing, entrepreneurship, communications, articulacy, sales promotion, customer service, and event marketing. She has a Bachelor of Business Administration (2009) with studies ongoing in Vocational Teacher Education at the University of Applied Sciences in Helsinki.
Since 2005 Mrs Saxberg has been the hostess and moderator of both internal and external events for various companies, exhibitions, trade shows, galas and cultural events, including companies such as Ericsson, IBM, Digia, Nokia Siemens Networks, Fazer, Metroauto, Volkswagen, Oriola, Valio, Securitas, Golf Digest, Loewe, L'Oreal, Adecco, Austrian Airlines and Hewlett Packard.
She is an entrepreneur in the area of human resourcing and people management since 2006; from 2005 working as a freelance reporter, model, promoter and event producer. Between 2000 and 2004 she worked as a sales assistant, accountant and marketing coordinator for the Danfoss Group.
Session 1: Markets – Ensuring Cost / Price Transparency
Key-Note Speaker
Mr Kyösti Arovuori, Agricultural Economist, Pellervo Economic Research PTT, Finland
Kyösti Arovuori is an agricultural economist at the Pellervo Economic Research PTT in Helsinki, Finland. His expertise covers agricultural and food markets, food prices and agricultural policy, both at the global and national level, and food security issues.
Prior to PTT he worked as a researcher at the University of Helsinki in Finland. He was a visiting scholar at the University of Illinois at Urbana-Champaign in 2005-2006. His recent publications include an analysis on the development of gross margins in the Finnish food chain, an analysis on the political feasibility of the CAP-reform, and a review on development policy measures to enhance food security, among others. Recently, he has been contributing widely on the discussion on agricultural and food prices in Finland.
Session 2: Markets – Promoting Beneficial Food Cultures
Mr Ville Relander, Project Manager, Helsinki Wholesale Market, Finland
Ville Relander is working as a Project Manager at the Helsinki Wholesale Market. He is responsible for promoting the City of Helsinki Culinary Culture Strategy. Culinary culture development is a new model for thinking and activities where the city strives to work to promote high-quality food and rich flavours. At the same time, the city aims to decrease the ecological footprint of public food services and the Helsinki food chain and help prevent climate change. The city’s development choices increase the well-being and comfort of residents and boost Helsinki’s identity and international profile through culinary culture. The core of the activities lies in utilising and boosting the existing structures for food services, event production and culinary culture in cooperation with private innovative actors operating in the food domain. By these means, Helsinki will be made a top-quality European culinary city.
Key individual projects in the City of Helsinki culinary culture development programme include an organic meal programme for children, development of the wholesale market (The Abattoir), integration of culinary culture development into the World Design Capital Helsinki 2012 project and city events, as well as augmentation of small-scale farming in or near residential areas.
Ville Relander has an MBA and has enjoyed various roles in innovative hospitality companies, both locally and internationally. “Never thought I would end up here, but I love it! “
Mrs Núria Costa Galobart, Head of Communications and International Relations, IMMB, Spain
Núria Costa is the Head of Communications and International Relations of the Municipal Institute of Markets of Barcelona, which manages 43 municipal retail markets. Since 2009, Núria Costa has developed the strategy for positioning Barcelona's network of food markets among the citizens, designing open activities such as Food Festivals, school proposals, media publications, a wide public relations activity and producing on and off line campaigns.
Developing International Relations and European Projects, Ms Costa is Coordinator of the URBACT Markets project, within the framework of the URBACT Programme of the European Union, a project to explore the role of urban markets as key drivers of change in terms of local economic development, regeneration and sustainable living. She has led other European projects related to markets, such as MedEmporion and Marakanda, which are creating an informal network of about 30 European cities engaged in the improvement of their markets.
Núria Costa has 21 years of experience in the field of Service Communication from the Barcelona City Council. She has a degree in Anthropology, and several Masters in Marketing, Communications and Executive Public Administration.
Professor Johanna Mäkelä, Sociologist & Professor of Food Culture, University of Helsinki, Finland
Professor Johanna Mäkelä is a sociologist specialised in food and consumption. She has studied the social and cultural aspects of eating since the beginning of the 1990s. She has been particularly interested in meal studies and styles and practices of eating. In her research she has used both quantitative and qualitative methods and data. She received her doctorate in 2002 from the University of Helsinki. Today she is the Professor of Food Culture at the University of Helsinki, Finland. Previously she was the head of a research group focusing on food consumption at the National Consumer Research Centre in Helsinki. Currently Mäkelä is working in research projects that explore the future and sustainable food consumption, consumers’ food classifications and practices in everyday life contexts as well as Nordic eating habits.
Session 3: The Current Market Customer
Mr Alberto Filippino, General Manager, Wholesalers Association, Padua Market, Italy

Mr Filippino is a Chartered Accountant, and affiliated to the Order of Professional Chartered Accountants in the Province of Padua, Italy. He has a Degree in Economic Science, Business and Administration (1991) from the Faculty of Economic Science of the University of the Studies of Venice (Ca’ Foscari). He has also completed studies in physics and astrophysics at the University of Padua.
He is presently the General Manager of Gruppo Grossisti: the Wholesalers Association of Padua, a position held since 2001. Prior to that he was General Manager of Consorzio Groced and has been a member of the board of MAAP - the Padua Wholesale Fruit and Vegetable Market, since 2011.
Dr Francesco Cera, General Manager, MAAP, Padua, Italy

Mr Cera is the General Manager of the Padua Wholesale Fruit and Vegetable Market (MAAP) since April 2003. He was General Manager of Treviso Mercati Spa, (Treviso Wholesale Market) from 1995 to 2003. He was also vice president of Mercati Associati - the Italian National Association of Fruit and Vegetable Wholesale Markets – from 2001 to 2002, and its president from 2002-2004.
He passed the Examination of State for Doctor Agronomist in 1993 and is affiliated to the professional Order of Agronomists and Forests Doctors in the Province of Padua. He has a Doctor’s Degree in Mechanics and Agricultural Mechanization, from the University of Padua (1995), and a Degree in Agrarian Sciences (1992) from the University of Studies of Padua.
From 2000-2004 he served as Board member of Sistema Mercati s.r.l - a limited liability company publishing the National Guide of Italian Wholesale Markets, and was advisor for Veneto Agricoltura (a research board for the Veneto region) from 2001-2002, along with being an advisor for the Province of Treviso and of the Consortium of the Radicchio of Treviso from 1999-2000.
Mr Jyri Arponen, Senior Lead, Finnish Innovation Fund, Finland

Jyri Arponen works as senior lead in the Finnish Innovation Fund to accelerate the formation of industrial symbioses and business ecosystems in order to enhance the sustainable growth of bio based economy companies. Mr Arponen has eighteen years experience in the field of business development and financing. He started working at Sitra three years ago as a Business Director in the Landmarks Programme developing sustainable business models and developing SME’s in the food sector. Before Sitra he was CEO of a marketing and branding agency. He has also held various positions in the Finnish Ministry of Trade and Industry, and in the European information Centre Network.
Mr Uwe Kluge, Managing Director, Großmarkt Bremen, Germany

A graduate engineer (Dipl.-Ing.) from the University of Bremen, Uwe Kluge has worked in the Bremen Wholesale Market since 1988 becoming Managing Director in 1995. His responsibilities are to operate the wholesale market, a small market hall and 39 weekly markets in Bremen and Bremerhaven, as well as 15 speciality markets and trade shows.
Under his management a small market hall was erected in Bremen’s city centre in 1997, while in recent years, his activities have focused on preparing and implementing the construction of a new wholesale market site in Bremen, as well as its subsequent move from the previous site.
In 2012 the Bremen wholesale market opened a 2.000 m² EDEKA MIOS cash and carry market on its grounds. It was crucial in this regard to coordinate the diverse interests of market users, local government, policymakers and the general public, with the aim of building a smoothly functioning and viable wholesale market in Bremen. The company also organised and negotiated appropriate financing. In addition, architects were provided with guidance in planning for and ensuring the functional efficiency of the new wholesale market. For cost reasons, and in order to achieve the requisite quality, it was decided to build the new wholesale market without the involvement of a general contractor, and to award building contracts to separate companies instead. As support, a service provider was called in to act as project manager and project supervisor. This specific constellation of parties, the actual companies selected for involvement and the allocation of responsibilities among them ensured that the new wholesale market in Bremen meets present and future needs, is operationally efficient, and built at relatively low cost. 
Session 4: Quality in the Market
Mr Juan José Capó Ivars, Managing Director, Mercacódoba, Spain
Mr Juan Jose Capó Ivars has been involved in the wholesale and retail markets of the city of Córdoba since 1984, first as staff of the Cordoba Municipality and since 1989 as the Managing Director of the Wholesale Market, Mercacordoba S.A.
Among his many functions in Mercacordoba ,Mr Capó has developed viability plans for the municipal markets and, since 1999, coordinates service deliveries in the seven local markets. He has collaborated with Mercasa (the national market network of Spain) and also the United Nations, providing technical assistance in projects for both wholesale and retail markets in the Dominican Republic. He has participated in several socio-economic research projects in the agricultural sector and collaborated with the Department of Economics, Sociology and Politics at the University of Córdoba. He has also been an economics professor in technical schools. Mr Capó has a Degree in Agricultural Business from the Technical School of Agricultural Sciences, and holds a Bachelor of Economics from the University of Cordoba.
Mr Stéphane Layani, CEO, SEMMARIS- Rungis International Market, Paris, France

Stéphane Layani was appointed CEO of SEMMARIS, the management company of the International Market of Rungis in May 2012. He is 52 years old, an alumnus of the ENA (French National Administration High School) and the IEP (Institute of Political Studies) of Paris. Throughout his career as a civil servant he has been confronted with challenges to food businesses, in particular in the DGCCRF French Ministry of Economics and in the European Commission working in the area of European agreement distribution - consumption during the Euro installation.
Mr Layani continues to ensure the Rungis market remains a world symbol of foodstuff quality, professional know-how and French gastronomy, pursuing the market’s 2012-2016 Development Plan which aims to ensure long-term sustainability of the market.