Danish Crown - An attractive playmate Processing strategy paying off Danish Crown gearing up for the future DC Future on target DC Future: An overall plan

Have you thought about visiting Denmark’’s Most Beautiful Pigsty at this year’’s Skanderborg Festival?

Yes

Have never heard of Denmark's Most Beautiful Pigsty

We have a joint task and a shared responsi- bility

-Kjeld Johannesen | CEO

We have a joint task and a shared responsibility. And we can only see the task through if we believe in it. Reducing Danish Crown’s payroll costs by 20 per cent per kilogramme represents a huge challenge. But we have come a quarter of the way, and I feel confident we can achieve our goal with the rest. You have to think what the alternative is.

Frida the Happy Pig comes along when Danish Crown is out meeting consumers. Here at Denmark’s Most Beautiful Pigsty which attracted considerable media coverage in early August as part of Denmark’s Most Beautiful Festival in Skanderborg.

27.11.09

Danish Crown - An attractive playmate

A company’s reputation is decisive for its impact – both politically, in the press and in the cold counter. In just four years, Danish Crown has developed into a company with which other enterprises want to do business. This has been achieved through openness and a number of measures intended to enhance communication with the world at large. Reputation is also closely linked to the level of motivation among employees.

This was the third year running that Danish Crown had organised a unique organic brunch in the form of Denmark’s most beautiful bacon bar at the Skanderborg Festival. Even the long queues and a huge choice didn’t deter the festival guests. In 2009, the choice was even greater with tasty barbecued meat every afternoon, prepared by some of the gourmet butchers with whom Danish Crown often collaborates.

Even though sales in the bacon bar were double what they were last year, the event is intended as one of the many corporate branding activities designed to improve dialogue with the outside world. This year, the DC camp was occupied by a couple of newly-weds who had been invited by Danish Crown to honeymoon in the Pigsty, leading to massive media coverage.