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HKScan Sharpens Brand Strategy

08 July 2013

FINLAND - Finnish based meat processor, HKScan Group, which renewed its strategy and operating model last year, is now sharpening its brand strategy, starting with the introduction of harmonised company names and the reaffirmation of its country-of-origin promise for its key brands.

The brand names of the Away from Home offering will be harmonised simultaneously.

Because of the numerous corporate acquisitions, the HKScan Group portfolio currently comprises a diverse set of company names. These include HK Ruokatalo in Finland, Scan in Sweden, Tallegg and Rakvere in Estonia and Rose Poultry in Denmark. To simplify identification and strengthen the corporate identity, the company names will henceforth share a common HKScan prefix followed by the relevant country name mostly in English: HKScan Finland, HKScan Sweden, HKScan Estonia and HKScan Denmark.

All Group functions linked to animal sourcing and producer services will be referred to collectively as HKScan Agri on all home markets.

The Away from Home offering (targeted at the HoReCa, industrial, export and food service customers) will be named with HKScan Pro and HKScan brands in the future.

Most of these changes will take effect this year.

HKScan has reaffirmed its promise that all HK and Kariniemen products in Finland and all Scan products in Sweden are domestic in origin.

All poultry contained in Kariniemen products and all pork, beef and poultry meat in HK products will remain 100 per cent Finnish in origin, and all meat in Scan products will remain 100 per cent Swedish in origin.

The company said that definition work will continue with other brands.

HKScan said it will increase the volume of meat raw material sourced from its own slaughterhouses on its home markets.

The Group is also to introduce a uniform HKScan brand for meat sourced from within the Group and produced on the home markets.

HKScan Group said it steers, develops and audits its entire primary production chain on all its home markets, starting with genetics and feeding of production animals genetics and feed production.

In 2012, the group had approximately 15,700 established contract producers from whom it sourced a total of 460 million kilograms in meat raw material.

In Estonia the group owns a large proportion of its own pork and poultry production farms.

This operating model based on own contract and primary production, ensures responsible sourcing and good traceability, the company said.

It added that it also allows HKScan to maintain the amount of meat produced on its home markets on a high level, enabling the Group to decrease third-party raw material sourcing.

HKScan said that the change will allow it to manage its contract producers more efficiently and profitably taking into account seasonal fluctuations.

ThePoultrySite News Desk

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