Danish Crown focuses on Germany and Benelux

Danish Crown is trying to strengthen its sales position in Northwest Europe. The Danish meat concern opened a sales office in Flensburg (Schleswig-Holstijn) in Germany in July to better serve customers in Germany, Austria and the Benelux.

Danish Crown wants to strengthen its position in Germany and surrounding countries. In their own words, the new sales office has approximately 15 employees. According to the manager, Jacob Søgaard, about 30 trucks with pork are transported through Europe every day from Flensburg. Breaking the language barrier is the main reason why Danish Crown started a sales office in Germany and not in its own country.

Content with welfare labels  
About 3 months ago, Danish Crown launched animal welfare labels in Denmark. The system has a similar set-up to the Beter Leven Keurmerk in the Netherlands, except that the stars have been replaced by hearts. According to Jacob Skovgaard, responsible for Tulip Food Company in Denmark, the welfare labels are successful.

Skovgaard: "About 25% of the meat is now sold under a welfare label. It is the best innovation in the meat sector since the launch of organic meat products."

Wouter Job

Wouter Baan is editor-in-chief of Boerenbusiness. He also focuses on dairy, pig and meat markets. He also follows (business) developments within agribusiness and interviews CEOs and policymakers.

w.baan@boerenbusiness. Nl

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