“Happy hour” at the S-market store in the working-class neighborhood of Vallila happens far from the liquor aisles and isn’t exactly convivial. Nobody is here for drinks or a good time. They’re looking for a steep discount on a slab of pork.
Or a chicken, or a salmon fillet, or any of a few hundred items that are hours from their midnight expiration date. Food that is nearly unsellable goes on sale at every one of S-market’s 900 stores in Finland, with prices that are already reduced by 30 percent slashed to 60 percent off at exactly 9 p.m. It’s part of a two-year campaign to reduce food waste that company executives in this famously bibulous country decided to call “happy hour” in the hopes of drawing in regulars, like any decent bar.
“I’ve gotten quite hooked on this,” said Kasimir Karkkainen, 27, who works in a hardware store, as he browsed the meat section in the Vallila S-market. It was 9:15 and he had grabbed a container of pork mini-ribs and two pounds of shrink-wrapped pork tenderloin.