How to improve the fresh food supply chain efficiency of small wholesale distributors : Analysis of Small Asian Food Wholesalers in Finland

Abstract

This thesis investigates how small Asian food wholesalers in Finland can improve the efficiency of their fresh food supply chains. Despite the rapid growth of Finland’s multicultural food market, small Asian distributors face persistent challenges such as high logistics costs, strict cold chain requirements, and limited forecasting capabilities. The study aims to identify key operational bottlenecks and propose strategies for enhancing supply chain performance. A qualitative research method was applied through semi-structured interviews with a representative Helsinki-based distributor. The findings reveal that efficiency is hindered mainly by seasonal price fluctuations, inadequate cold chain coordination, and limited digitalization. However, strengths such as multilingual supplier communication, niche product specialization, and flexible organizational structures offer competitive advantages. The study suggests that integrating data-driven demand forecasting, collaborative cold chain management, and hybrid JIT inventory practices could significantly enhance efficiency and sustainability. The research contributes to the understanding of how small ethnic distributors can adapt to Finland’s highly concentrated retail market through strategic supply chain innovation.