HKScan Corporation                            Stock exchange release, 2 July 2013 at 09am

 

HKScan sharpens its brand strategy: country-of-origin promise reaffirmed for key brands and company names harmonized

HKScan Group renewed its strategy and operating model last year. The Group is now sharpening its brand strategy, starting with the introduction of harmonized 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 harmonized simultaneously.

Due to 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.

 

Country-of-origin promise reaffirmed for key brands in Finland and Sweden

HKScan reaffirms 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. Definition work will continue with other brands.

 

More meat to be sourced from HKScan’s own contract producers

HKScan will increase the volume of meat raw material sourced from its own slaughterhouses on its home markets. The Group will also introduce a uniform HKScan brand for meat sourced from within the Group and produced on the home markets.  

HKScan Group 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. 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.

The change will enable HKScan to manage its contract producers more efficiently and profitably taking into account seasonal fluctuations.

HKScan Corporation

Hannu Kottonen
CEO

 

For further information:
Hannu Kottonen, CEO HKScan Group. Kindly request a callback by contacting Marja Siltala, tel. +358 10 570 2290.

 

HKScan is one of the leading food companies in Northern Europe, with home markets in Finland, Sweden, Denmark, the Baltic countries and Poland. HKScan manufactures, sells and markets pork and beef, poultry products, processed meats and convenience foods under strong brand names. Its customers are the retail, food service, industrial and export sectors. In 2012, it had net sales of EUR 2.5 billion and some 11 000 employees.

 

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