DENMARK

The festivals and summer holidays make the Danes tear the blue cans off the shelves

Sales of Danish classic Faaborg Leverpostej have exploded. In the last two weeks, more than four times as much has been sold as in the same period last year and 10 times more than the week before the government's call to the Danes to increase preparedness.

Posted on Jul 06 ,00:28

The festivals and summer holidays make the Danes tear the blue cans off the shelves

Festival guests and Danes on summer holidays in Europe have for many years benefited from the classic blue can from Faaborg Leverpostej. But this year, even more Danes have put the classic liver pâté into the shopping basket. After the government announced that Danes should have a contingency plan in case of crises, sales have exploded.

’’The call for increased preparedness came to the back of most people's minds, and precisely for canned liver pate, we are in the middle of the normal high season, because many Danes take the little blue classic with them to festivals and summer holidays. Therefore, we have produced everything we can, but if demand continues at the current level, it may be difficult to keep up over the summer. When we get to mid-August, we can increase production to what the retail trade wants, so we ensure that there is always Faaborg liver pâté on the shelves in all supermarkets,‘‘ says Peter Bendixen.

One of the challenges has been to obtain enough cans for the increased production, and this has prevented Danish Crown from immediately ramping up production further.

At Danish Crown's canning factory in Vejle, which produces Faaborg Liver paste and preserves under brands such as Jaka and Tulip, they are now gearing up to keep up with demand.

"We have worked hard to meet the customers' wishes and needs, and we are turning all the levers we have so that we can meet the massive demand that we have seen since Defense Minister Troels Lund Poulsen's announcement a few weeks ago", says Stig Pedersen, factory manager in Vejle.

In order to deliver Faaborg Leverpostej to customers, Danish Crown will ramp up production of Faaborg Leverpostej in July and August, so that up to 600,000 cans can be delivered to the Danish supermarket chains.

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