Nurmi & Sulonen Oy is a bakery located in Raisio, Finland that has been operating since 1947. The bakery specializes in coffee breads and confectionaries and wants to effectively communicate its long tradition and expertise to attract new customers while retaining older loyal customers. It plans to use Enterprise Cultural Heritage learning materials across the organization, particularly for brand management, heritage management, change management, and intellectual property issues. The case study provides an example of how a small business can utilize cultural heritage training resources.

1. Case study – Leipomo ja konditoria Nurmi & Sulonen Oy
– use of Enterprise Cultural Heritage
The aim of this case study is to
provide you with an example of
Enterprise Cultural Heritage training
material use by Nurmi & Sulonen Oy.
This work is licensed under Creative Commons Attribution 3.0 Unported License.

2. Before you start…
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3. Baking since 1947
Nurmi & Sulonen Oy is located in Raisio, a town in south-
west Finland near Turku. The bakery was originally
established immediately after the Second World War in
1947 to bake using their customers’ own ingredients. It
was started by two men, Paavo Nurmi and Vilho Sulonen
who soon started their own production. The bakery
remained in the hands of the family of Vilho Sulonen until
the early 21st century. For the past six years Sakari
Rinne has been the owner manager of the firm.
Nurmi & Sulonen mainly specialises in coffee breads and
confectionery. However, they also have savouries and
breads in their portfolio. Their most famous products are
jam doughnuts filled with plum jam and meat pastries.
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4. Communicating tradition and know-how
At the moment the company has five retail shops and
cafes – one in Raisio by the bakery and four in Turku.
Two of the cafes are quite new, so the company has
been actively growing during the last couple of years.
”Our challenge is to effectively communicate to our
prospects that we have a long tradition and strong
know-how, which brings authenticity and quality to our
products, but at the same time we are an up-to-date
bakery which listens to the changing needs of our
customers very carefully”, says CEO Rinne.
The company hopes to find some tools in the
Enterprise Cultural Heritage learning materials to help
with these customer communication needs.
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5. Creating a loyal customer base
Some of the company’s confections have been
in production since the fifties and they are
highly valued by older people.
Creating the same kind of loyalty among the
younger generation is a problem, which is
puzzling many small craft sector firms
nowadays, not just Nurmi & Sulonen.
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6. ECH learning materials across the whole organisation
The Enterprise Cultural Heritage learning
materials will most probably be used
across the whole organisation.
The brand management and heritage
management modules will be studied in
some degree by all employees and more
thoroughly by the marketing manager.
Mr. Rinne finds also the skills in change
management and IPR issues essential for
the management of an established
bakery.
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7. Find out more…..
Visit Nurmi & Sulonen at www.nurmisulonen.fi .
If you would like to access the free training material and read case studies on the use
of ECH visit the project website at: www.enterpriseculturaleheritage.org
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8. Disclaimer
The content included in this training material has been compiled by the MNEMOS project team
from a variety of sources. The MNEMOS project team reserves the right to change the terms and
conditions of use of this training material without notice and any time. The training material is
produced for educational purposes only and does not offer legally binding advice. The training
material as well as the www.enterpriseculturalheritage.org website are made available “as is” and
“as available”.
MNEMOS project team makes no representation and does not warrant:
a) That the information selected for the training material and the website is
comprehensive, complete, verified, organised and accurate;
b) That it is licensed by the copyright or database right owner of any third party content to include
or reproduce such content in this training material and the website;
c) That the training material and the website will be uninterrupted and error-free; and
d) That the server from which the training material and the website is available is free of viruses
or bugs.
This work is licensed under Creative Commons Attribution 3.0 Unported License.

9. End of Case Study in Enterprise Cultural Heritage (ECH) Management use
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