Three brands of chicken products provide Denmark with the same standards of quality, innovation and sustainability in every stage of production and distribution.
The Danpo brand presents Danish chicken products catering to every family and taste through a wide assortment of fresh, frozen and convenience products. Danpo, established in 1972, became a part of Scandi Standard in 2013.
De Danske Familiegårde (Danish Family Farms)
The high-end premium brand of chicken products that include organic and free-range chicken. Products are mainly sold fresh, and the brand also offers halal products.
The Happy Chicken Project
The Happy Chicken Project is a Foodservice and QSR brand for convenience products available at gas stations, sandwich shops, hotels and restaurants. The Project is a unique way for consumers to realize first-hand the differences in Foodservice products. In this way, we help consumers to actively choose domestic chicken over imported alternatives which are often treated with antibiotics and are subject to lower standards of animal welfare.
Interview with former Country Manager Magnus Lagergren*
Danpo produces and markets chicken products that are suitable for all families and tastes, through its wide range of fresh, frozen and ready-to-eat products. Danpo was founded in 1972 and markets chicken under the brand, De Danske Familiegårde, in Denmark.
“During 2022, intense focus was placed on creating a unified organisation with shared goals. Our income for the year is an indication that the strategy – to create one Danpo – has yielded results,” explained Magnus Lagergren, former Country Manager for Denmark.
“The Danish company’s model is highly goal oriented and therefore, it was important to find a model with clear financial targets that everyone could agree on. From our perspective, changing from a silo mentality to working and organising ourselves as one unit, is critical for having a winning culture, moving forward.”
Increased price sensitivity
One of the challenges has been the transition toward what is known as slow-growing chicken. The transition takes time and concurrently complicates the production process. During the transition process, consumers in Denmark have become more price sensitive amid rising inflation – a trend that is expected to continue. Going forward, it will thus be important to balance supply and demand, to avoid needing to adjust product prices downward.
In Denmark, RTC is a challenging market where Danpo has had problems with profitability for several years and was partially mispositioned in the market. “We are working hard to change this – both in the short and long term,” says Magnus Lagergren.
“The focus has been to increase production capacity and manage increased price sensitivity.”
– Magnus Lagergren, former Country Manager of Denmark
Sharply increased capacity
In 2022, Scandi Standard decided to expand production line 3 in Farre to better meet international demand, especially in the fast food segment.
“Our increased capacity allows us to better meet the market’s demands for traditional products within fast food, such as burgers and nuggets. The challenge remains to achieve a better balance of fresh chicken, primarily within the premium segment,” explained Magnus Lagergren.
Energy and use of plastics in focus
Danpo is continuing its long-term efforts to achieve sustainable production at all levels, and has begun to assess alternative energy sources for its production facilities. “Our endeavour is to be less dependent on natural gas moving forward, and to continuously reduce our need for plastics. We will continue to develop these areas and launch new initiatives to future-proof our operations,” Magnus Lagergren explained.
*Kasper Lenbroch took over as Country Manager for Denmark as of 1 November 2022.
• Increasing production capacity in Farre.
• The “Sandwich topping” product category is launched through the brand, De Danske Familiegårde, which is marketed by Danpo in Denmark.