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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.

Årsrapport 2009
01.10.09

Taste of Bornholm

When the Kvickly supermarket sells a pork neck roast, a packet of pork chops or minced pork, the meat increasingly comes from the island of Bornholm. Only 18 months after the Bornholmer pig was introduced, it is proving so popular that in autumn 2009 Kvickly, in collaboration with Danish Crown, is boosting production of this favourite ‘happy’ pig by up to 20 per cent. The Bornholmer pig has become the fastest-growing introduction in Kvickly’s premium range.

A proud island
It’s up to our customers to decide whether or not a new initiative such as the Bornholmer pig is a success. And here it has surpassed all expectations. Based on the feedback we have received, the Bornholmer pig wins hands down in terms of taste, tenderness and succulence, says Danish Crown’s Sales Manager Torben Pedersen.

However, it’s not just the consumers who like the pig. The people of Bornholm have also embraced the animal. - The whole island is proud of the pig, and farmers are queuing up to be part of the concept, says Torben Pedersen.

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