Atria and Nippon Steel Trading expand horizons for high-quality meat in Asia

In 2018, a promising first meeting between Atria and Nippon Steel Trading sparked what has become a thriving export partnership. Known primarily as a large Japanese trading conglomerate, Nippon Steel Trading also operates a dedicated food division—and since 2019, the division has helped bring Finnish pork to Japanese tables.

 

"We started small, but since then, our volumes have doubled year after year. Today, we've reached over a million kilograms in annual pork exports to Japan alone," says Phuong Siljamäki, Atria's Export Manager.

 

A key milestone was reached at the end of 2023 when Nippon Steel Trading's Japan division introduced Atria to its colleagues in China. Unlike Japan, where premium cuts and antibiotic-free pork are in demand, China has shown strong interest in underutilized cuts like bones, trotters, and tails.

"Now, we're also shipping premium cuts like tenderloin, sirloin, belly and collar into China via Nippon Steel Trading's network," Siljamäki explains. "Our products are raised without antibiotics, which is rare in their local supply chains."

 

In 2024, the collaboration extended to Taiwan. While earlier exports to Taiwan were handled through smaller traders with limited market insight, working with Nippon Steel Trading unlocked access to more structured wholesale, food service, and even retail channels. The highlight of the partnership is the opening of a new Moomin-themed restaurant in Taiwan, where local partners promote Atria's antibiotic-free pork alongside the beloved Finnish characters.

"While Atria is not involved in the Moomin licensing itself, our logo now shares the spotlight in a truly unique cultural crossover," Siljamäki rejoices.

 

 

The recipe for the food export partnership

 

Atria and Nippon Steel Trading operate on a quarterly contract model, agreeing to volumes and pricing well in advance. Reliability and mutual trust are cornerstones of the partnership.

"We don't renegotiate prices mid-contract. And they know we'll deliver what we promised at the agreed price and on time," Siljamäki says. "In return, they ensure payment is prompt, and the collaboration runs smoothly."

 

But it doesn't stop at transactions. What sets the partnership apart is its depth and breadth of expertise. Together, the teams explore new product ideas, consumer preferences, and emerging trends. They conduct joint market studies and co-develop marketing concepts, adding value far beyond logistics.

 

Pure meat with trust

 

Across all three markets, the Finnish brand story matters. Atria's reputation for producing clean, antibiotic-free pork resonates deeply, particularly in Asia, where food safety and transparency of origin are of paramount importance.

"The further you go from Finland, the stronger the purity narrative becomes. Our success is about more than just meat. It's about trust, quality, and Finnish pride," says Siljamäki.

 

Between Japan and Finland, trust is a shared value. In practice, cultural loyalty often means working exclusively with one trusted supplier per category. Nippon Steel Trading has chosen Atria for the long term.

"We value partnerships where both sides are in it for more than just the next shipment," says Siljamäki. "With Nippon Steel Trading, we're building something that lasts together."

 

For Atria, more markets will follow, but the foundation remains the same: partnership, transparency, and shared ambition.

 

 

"My first encounter with Atria was at the FOODEX Japan exhibition in 2018. My visit to Atria followed in August of that same year. At the time, there were no business dealings between us, and my visit was simply to explore the possibilities.

 

Initially, we agreed to start with a small amount of business to understand each other better. Since then, I have become increasingly captivated by Atria, learning about their attractive products, such as antibiotic-free pork, the various backgrounds, including animal welfare efforts that make such products possible, and the company's initiatives to achieve carbon neutrality. I am truly delighted and proud that it has now grown beyond just Japan to the point where we can discuss major company-to-company initiatives between Nippon Steel Trading and Atria.

 

I believe that confidently expanding Atria's products—which are friendly to livestock, people, and the environment—for the future of our children is our mission that goes beyond simple corporate profit.

 

KIITOS friends!"

Toshiki Komatsu

Pork Sales Section Manager

Nippon Steel Trading