Meira – Dictated by customer needs and requirements

Meira Ltd. is part of Italy’s Massimo Zanetti Beverage Group, one of the largest European coffee companies. In Finland, Meira Ltd. operates a coffee roastery established in 1914 and a seasoning plant established a year later. Meira’s coffee roastery roasts approximately one-fifth of all coffee consumed in Finland. With regard to seasoning products, they are the market leader in Finland. Meira has been Lindström’s customer for over 30 years. 

Workwear which suits the several needs at Meira

Meira wanted to renew its brand image for its 100th anniversary. Meira wanted the workwear to better reflect the competence of the company that manufactures Finland’s most popular seasonings and coffee. The workwear should be comfortable to wear, without compromising the hygiene requirements emphasised in the food processing industry. 

Taking care of multiple requirements 

Meira’s workwear was previously dark blue. During the renovation process, the colour changed to white. White is natural for the food processing industry, and khaki suits the new brand image well. The high hygiene requirements of the food processing industry were taken into account early as the design phase of the clothing. For Meira’s workwear, hidden buttons were designed and the pockets were placed below the waistline. These solutions aim to prevent any foreign matter from entering the production process. 

The collection is also adaptable to production temperatures. Additionally, a few special products of different colours make sure that persons carrying out different work duties are easy to recognise. The workwear of every Meira employee also carries the name of the holder. This way, colleagues become familiar with each other. 

“Our deep knowledge of the field and the customer is very significant to the co-operation. In the clothing renovation process, it was easy to suggest things that the customer did not always even think to ask for.” says Lindström’s Sanna Oikkonen. She has been in charge of Meira’s customer account for the past ten years.