HKScan new strategy ‘From Farm to Fork’
The ‘From Farm to Fork’ strategy focuses on active food value chain leadership, with the capability for renewal. It emphasises innovation, cost competitiveness and sustainability, with a strong focus on consumers. By leading the food sector value chain from farming community to consumer, they also emphasise HKScan’s position as a socially and environmentally responsible, as well as sustainability focused member of the Nordic societies.
Strategic focus areas are expanding the playing field to reach a leading market position and presence in key sales channels in their Nordic home markets and develop international growth avenues with a focus on Asia. The core business is meat and meals. There shall be presence in all price segments, but drive growth by building a stronger position in upper mainstream and premium segments.
The company has defined five must-win battles to reach their strategic objectives and to effectively execute the strategy. The focus is on meat. They innovate to meet consumer demand and invest in new concepts and products and stress high-quality and sustainability in differentiation. They company wants leadership in poultry. They target the leader position in poultry with the help of the new, state-of-the-art poultry site in Rauma. They also want to cntinue growing in the meals business. They invest in increasing market share in attractive meals category with both growth and premiumisation potential.