A Local Family Behind Every Local Producer

November is a month during which it becomes ever clearer that pride in one’s country and its people can take on different forms – a little Latvian flag pinned to one’s clothing, candles placed along the banks of the Daugava River, or particularly vigorous consumption of local culture. That, however, is only the visible part of patriotism, so we are focusing on something that is important not just in November, but also all year long – locally produced products in our everyday lives. The point is that local products, too, are an expression of patriotism about which we should and must be proud.

It starts with the fact that currently Maxima stores stock over 12 000 various articles made in Latvia. For the most part it is produce that winds up on our family tables every day – milk and dairy products, bread, meat and its products, as well as vegetables. But what stands behind that number – 12000? And what stands behind the formal word “producer”? The answer is simple – local families!

Maxima product campaign in Latvia features the slogan “Fresh. Good. Latvian!” We visited local families which offer the aforementioned products to talk about their work and to ask them about what they are proud. Children said that they are proud of their parents, who have worked together for 20 years or longer. Parents said that they are proud of their children, who are continuing the work that they have begun.

Maxima / Svaigs. Labs. Latvijas! / Maiznīca Lielezers from DDB Latvia on Vimeo.

We saw pride about Latvian-made Mozzarella cheese and joy about the success.

Maxima / Svaigs. Labs. Latvijas! / AS Smiltenes Piens from DDB Latvia on Vimeo.

We saw pride about the ethics of work, with retro music played in the rabbit hutch.

Maxima / Svaigs. Labs. Latvijas! / ZS Indrāni from DDB Latvia on Vimeo.

We saw pride about a nation that is as powerful as the recipe for sauerkraut that has been developed generation after generation.

Maxima / Svaigs. Labs. Latvijas! / ZS Dimdiņi from DDB Latvia on Vimeo.

Buying local products is the same kind of patriotism as a flag on your jacket or a holiday on the calendar, because a local family stands behind every local product. It is nice to know that every delicious piece of food that we put on our table is fresh, good and from Latvia!