Friland enters into major collaboration with Coop
Sales of organic food have been increasing rapidly in Denmark over the past 15 years, with total sales almost tripling. Demand for organic meat has lagged a bit - and plunged while inflation was high - but in the past year, organic meat sales have increased by 40 percent for beef and 20 percent for pork.
Friland, Danish Crown's organic sales company, has now entered into an agreement with Coop, so that from this week Friland will deliver a significantly larger portion of organic pork to Coop's stores.
"For Friland, and not least the organic farmers, the agreement is perfect timing. Coop is one of the largest supermarket chains in Denmark, and they are focused on offering consumers an even stronger and more attractive organic range. The agreement gives Friland breadth and stability in our sales, and volume is crucial for the continued development of the market for organic meat in Denmark", says Søren Tinggaard, Vice President at Danish Crown with responsibility for Friland.
In Coop's stores, the meat from Friland is sold under Coop's own brand Änglamark, which according to several studies is considered by Danes to be the strongest brand for sustainability. Coop is therefore also pleased about the collaboration with Friland, which strengthens their organic meat selection.
"At Coop, we will continue to be the leading grocery company in organics. This requires that we have skilled and innovative suppliers. That is why we are pleased with this agreement with Friland, which ensures a larger selection of Danish, organic meat in Denmark's strongest brand in sustainability, Änglamark. We believe that there is still great potential for organics in Denmark. With this agreement, we are one step closer to providing Danes with more organic quality meat", says Category Director at Coop Jeff Salter.
Friland is Europe's largest producer of organic meat, and the Danish farmers' products can be found in refrigerated counters worldwide. But for Søren Tinggaard it is crucial that Friland has a strong position in the Danish market, so that Friland can contribute to the organic development in Denmark.
"We can see that the Danes have increased their appetite for organic food, and we have a responsibility to give them a varied selection, so that they almost always have an organic alternative to the conventional product. With this agreement, we can give consumers exactly that, together with Coop, because with Friland's size we can offer a wide and varied range all year round. At the same time, it gives organic farmers the opportunity to develop their farms", says Søren Tinggaard.
Friland will begin delivering organic pork to Kvickly and Super Brugsen in week 5, while the products will also be available in selected Brugsen and 365 discount stores during the spring.
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