Meet Hannu Ryöppönen, a veteran of the food industry with an impressive track record that spans some of the world's most recognizable brands. As Group CFO at IKEA for over 13 years, he was behind the scenes of those famous meatballs and hot dogs you grab during your furniture shopping trips. He later moved to Ahold, one of the world's largest grocery retailers, and has served on the advisory board at Citibank. Today, he brings his wealth of experience to Samworth Brothers as a non-executive director—a company you might not know by name, but whose products you've almost certainly eaten. They're the manufacturers behind 75% private label products for major UK supermarkets like Tesco and Asda, plus beloved brands like Ginsters pasties, Higgerty soups, and Soreen malt loaves.

Episode Highlights:

• IKEA's genius food strategy revealed: Those nearly-free hot dogs and £1 meatballs aren't about profit—they're designed to keep you shopping longer and send you home happy, not exhausted and irritated
• You've been eating their products without knowing it: Samworth Brothers makes the sandwiches, ready meals, and snacks in UK supermarkets worth £2 billion annually—from Tesco meal deals to petrol station sandwiches
• Why your sandwich costs what it does: Branded products like Ginsters have better margins than store-brand items, which is why supermarkets push both—and why private label makes up 75% of what they produce
• Fresh food is a race against time: Your supermarket sandwich has a 2-3 day shelf life, which is why Samworth owns 120+ refrigerated trucks to control delivery down to the minute
• Even food industry veterans hate packaging: Hannu's daily frustration is consumer packaging that requires scissors or superhuman strength to open—too much glue, too much plastic, and not enough thought for actual humans trying to eat lunch

Tune In Now

Want to understand what really goes into the food you eat every day? This episode pulls back the curtain on the strategies, logistics, and decision-making that bring products from factory to your fridge. Whether you're curious about why IKEA became a restaurant chain, how your supermarket sandwich gets made, or what a former CFO of a retail giant thinks about consumer packaging, this conversation delivers insider insights you won't hear anywhere else. Listen now to discover the hidden world behind your everyday food choices—and maybe you'll never look at an IKEA meatball the same way again.

Connect with Hannu:

• LinkedIn

Connect with Matt:

• LinkedIn
• Curious Customer Website

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