News Pigs
Danish Crown sees turnover of organic meat decrease
The turnover of Friland (the organic branch of Danish Crown) will be no less than 2023% lower in the first half of 13, the company said in a press release. Sales fell from €73,69 million in the second half of last year to €64,16 million. Nevertheless, CEO Claus Hein speaks of a windfall.
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As a result of the decreased turnover, the cooperative has reduced the kilo price for its pig farmers by 45 cents, according to a press release. In total, the price of organic pork fell from €3,46 to €3,01.
CEO of Friland, Claus Hein writes in the press release that lower turnover is never good news, but overall the result is better than disappointing for him. The loss is lower than average in the current market. In 2022, Danes would buy on average 27% less meat from organically farmed pigs. A similar trend can be seen with other types of meat. Sales of organic beef fell by 26% compared to 2021. Sales of organic poultry meat did slightly better. Yet the decline of 20% is significant.
Danish Crown maintains confidence in organic
Despite the lower turnover, Danish Crown still has confidence in the organic market. Despite the lower turnover, the Danish meat group still sees a future in the organic market. The company will therefore continue to invest in the brand and market position of Friland. Although the CEO of Danish Crown Jais Valeur adds that it is important in the long term that consumers take action.