Danish Crown Launches Ambitious Growth Package
In response to the continued demand for Danish pork in the key export markets, Danish Crown, the world’s largest exporter of pork and the largest cattle slaughtering business in Denmark, has launched a growth package to encourage farmers to invest in producing more pigs.
Danish Crown is now offering its existing members a cash growth supplement of DKr0.50 per kg of additional pork supplied to increase the production of slaughter pigs. At the same time, a financial contribution is being offered to new co-operative members, concurrently with the possibility of supplying more welfare pigs to the UK market. The initiative is designed to reverse the increasing decline in the supply of pigs to Danish abattoirs.
Jais Valeur.
“Plenty of pigs are being born on Danish farms, but far too many of them are being exported. The Danish Parliament has adopted an agricultural package and a subsidy scheme for new housing units for pigs for slaughter. These are two specific initiatives which address the needs of the sector. In support of these the initiatives, Danish Crown is now introducing its own growth package. We believe that the trend can be reversed, and that we will see an increase in activity levels at Danish Crown’s abattoirs,” says Jais Valeur, group chief executive of Danish Crown.
He adds: “Danish Crown’s strength is embedded in the ability to supply continuous high quality pork products to customers around the world. This has earned us a unique position in the world market, but unfortunately this position has come under pressure. Not so much due to the competition, but because we are not always able to supply the volumes demanded by our customers.”
Danish Crown recently launched its ambitious 4WD strategy with the predominant aim of growing its four home markets in Denmark, Sweden, Poland and the UK. The strategy includes plans to expand exports to Asia in general, and to establish a production facility in China based on Danish pork. Danish Crown is also focusing on achieving global leadership in selected categories.
