Pro Luomu supports and speeds up the growth of organic industry. Key players in the organic industry established an organization in the spring 2011 to build up and strengthen mutual co-operation. This organization promotes target-oriented development and growth by solving bottlenecks and by meeting the demand and supply of organics in Finland. The aim of the organization is to expand the market of organic products, strengthen confidence between actors in the chain, and to promote consumption of organic food as a sustainable choice. Pro Luomu is an arena where still small organic market is a Big issue. Members of Pro Luomu are committed to further develop of the organic sector and through collaboration goals can be achieved. All the companies and associations operating in the organic sector can join as a member. All the actors in the value chain are represented, from producers to distributers like supermarkets and catering companies.