As the owner and CEO of Kouvolan Lakritsi, Timo Nisula has made his mark in the world of food and beverages with his exceptional leadership skills and business acumen. With a proven track record of success, Timo has emerged as a visionary entrepreneur who is driving growth and expansion for his company. 

With a strong background in marketing management, business planning, international business, and business development, Timo is a skilled leader who knows how to take advantage of market trends and capitalize on business opportunities. His years of experience in the industry have given him a deep understanding of the challenges and opportunities facing the food and beverages sector. 

A graduate of Nurmo, Timo’s passion for entrepreneurship has led him to establish Kouvolan Lakritsi as a prominent player in the industry. With his strategic vision and leadership, Timo is driving innovation and growth for the company, and setting it on a path towards a bright and successful future. 

Journey in the Food Industry 

Timo began his career in the food industry as a salesman in 1985, working at a food import company. In 1993, he transitioned to a candy product management role at another food import company. In 2002, Timo ventured out on his own, establishing a business importing dried fruits and nuts. 

Despite his success in the dried fruit and nut business, Timo remained interested in the candy industry. He found Kouvolan Lakritsi to be particularly intriguing and contacted the owner to inquire about a potential future sale. In February of 2008, the opportunity presented itself and Timo seized it, successfully striking a deal to acquire the company just one month later. 

From Passion to Success 

As a young man, Timo was convinced that the food industry was recession-proof, as it would always be in demand. He was drawn to the fact that the food business is an integral part of everyone’s daily life, and that the key to success lay in creating products that were not only delicious but also provided a unique and satisfying experience for consumers. 

For Timo, it was all about delivering the perfect taste and sensory experience to his customers, day in and day out. He realized that in order to succeed in the food industry, he needed to constantly strive to create products that offered an unparalleled taste and feeling, and that this would require a deep understanding of consumer preferences and trends. By staying true to this philosophy, Timo has built a successful career in the food industry and has become a respected figure in the business community. 

Challenges and Opportunities for Small Business Owners  

Timo is well aware of the challenges that small business owners face in the food and beverages industry. He knows that big players dominate the market with their chains and that they have a huge advantage in terms of resources and scale. However, he also believes that small business owners have an edge in their ability to be more nimble, creative, and customer-focused. 

According to Timo, small business owners need to be clever, quick, and innovative in order to succeed in the market. They need to stay ahead of the curve and offer a better experience for consumers than the big industrial companies. This means understanding consumer preferences and trends, and being able to deliver unique and high-quality products that stand out from the competition. 

Innovative Approach to Staying Ahead  

Timo understands the importance of staying up-to-date with changes and trends in the food and beverages industry. However, he believes that the best approach is to create trends rather than simply following them. He has observed that the food industry can be slow to adapt to new trends and that sometimes, when the industry moves quickly to embrace a new trend, it can be misguided. 

For example, Timo cites the trend towards meatless meat as an example of a trend that the industry moved too quickly to adopt. He believes that it is important to carefully evaluate new trends and determine whether they are truly viable and sustainable in the long run. 

Timo’s own approach has been to stay true to his philosophy of delivering the perfect taste and sensory experience to his customers, while keeping a close eye on emerging trends and developments in the industry. By focusing on quality and innovation, he has been able to establish Kouvolan Lakritsi as a leader in the market, while staying ahead of the curve on emerging trends and developments. 

Giving Back to the Community  

Timo has successfully implemented several marketing campaigns and business initiatives during his time at Kouvolan Lakritsi. One such campaign was a donation drive for Ukrainian families, where the company donated 100% of their sales from their web shop for 5 days to UNICEF. This campaign was a great success, with 4,994 orders and a total donation of 126,000 euros. 

Another successful initiative was a TV campaign with one of Kouvolan Lakritsi’s clients. This campaign resulted in a remarkable 60% growth for the business, demonstrating the effectiveness of the company’s marketing strategies. 

Built on Excellence 

The team at Kouvolan Lakritsi is fully dedicated to the company’s brand and mission, breathing it in every moment of every day. Timo places great value on his time, worth an estimated 60,000 euros per hour, and meets with others only when it serves to build the brand or sell the products. 

Kouvolan Lakritsi is committed to producing the highest quality, handcrafted fresh liquorice using only the best ingredients, taking the time to create each batch with care and attention to detail. The company does not warehouse their products, ensuring that every bite is shipped directly to customers for maximum freshness and taste. 

Their dedication to excellence has been recognized by Lux Life magazine, which named Kouvolan Lakritsi the Best Liquorice Manufacturer for three consecutive years, in 2020, 2021, and 2022. This prestigious award is a testament to the company’s commitment to delivering the perfect taste and sensory experience to their customers. 

Significance of Relationships in Building a Successful Business 

According to Timo, the most important relationship for the team at Kouvolan Lakritsi is with their consumers. If they are satisfied with the products and service, then the shopkeepers are also happy. In order to maintain a strong relationship with their customers, the team works hard to continuously engage with them and understand their needs and preferences. 

Similarly, it is crucial for the company to maintain strong relationships with their suppliers and customers. Through continuous discussions and open communication, Kouvolan Lakritsi is able to gain a deeper understanding of the challenges that both parties face, and where the business is heading. This helps them to better anticipate and respond to changes in the industry, while ensuring that they maintain strong and productive relationships with everyone involved in the supply chain. 

Overcoming Adversity 

Timo has faced his fair share of challenges as a business owner. In 2014, he lost his business partner to an unexpected death. Despite this devastating setback, Timo was determined to keep moving forward and find ways to overcome the obstacles in his path. 

More recently, Timo faced another challenge when he began building a new factory just as the conflict in Ukraine began. This led to a sharp increase in prices and longer delivery times, which put a strain on the business. However, Timo remained steadfast in his commitment to finding solutions to these problems. 

For Timo, the key to overcoming these challenges was to stay focused on the goal and remain optimistic. He believed that by staying committed to providing the perfect taste and sensory experience to his customers, he could find a way to overcome any obstacle. By keeping a level head and working hard to find creative solutions to every problem, Timo has been able to build a successful business and establish Kouvolan Lakritsi as a leader in the food and beverages industry. 

Leading the Way in the Future of the Food and Beverages Industry 

Timo is bullish about the future of the food and beverages industry, and sees a bright future ahead. He predicts that raw materials are going to be increasingly valuable assets in the years to come, and that the industry as a whole is going to experience significant growth. In fact, he is confident that Kouvolan Lakritsi will be able to grow ten times faster than the market. 

Timo is also clear on the company’s long-term goals. He is determined to make Kouvolan Lakritsi the number one liquorice brand in the world, and to establish it as a luxury liquorice brand that is known and respected worldwide. To achieve this goal, he is focused on quality, innovation, and creativity, and is committed to delivering the perfect taste and sensory experience to his customers. 

Looking ahead, Timo believes that the key to success in the industry lies in staying ahead of the curve and anticipating emerging trends and developments. By continuing to innovate and push the boundaries of what is possible in the world of liquorice, he is confident that Kouvolan Lakritsi will continue to thrive and grow in the years to come.