Welcome to Scandi Standard. We want to inspire you to choose chicken: a good, healthy choice, which is ideal for today’s consumers. We sell the finest Swedish, Danish, Norwegian and Finnish chicken under the Kronfågel, Danpo, Den stolte Hane and Naapurin Maalaiskana brands. We are the leading chicken producer in the Nordic region, serving the domestic and export markets.
In June 2013, we created the Nordic region's market-leading chickenbased product group when Scandi Standard was established. The Company was created by gathering the largest poultry operations in the region into one collective group. At present, the Group has an annual turnover of approximately SEK 5.2 billion and almost 1,700 employees.
Chicken has a promising future, and all nutritional research suggests an increase in consumption. In total, the estimated global volume increase between 2013 and 2022 will be approximately 19 per cent. In Scandinavia we consume an average of one portion of chicken each week, or approximately 17 kilograms of chicken per person per year. Our aim is to inspire people to eat one more portion of chicken a week, as chicken is easy to cook, versatile and healthy. This all points towards a more conscious consumer choice in future.
We see stable long term underlying structural growth in the chicken market as a result of a number of factors. Chicken is one of the most affordable sources of protein available today, with clear health benefits in comparison with pork and beef. We see an increased health conciousness, with consumers demanding more white meat, but they are also showing an increased preference for locally produced fresh chicken. There are also environmental benefits in terms of energy consumption in production and emissions of greenhouse gases that also support affordable products in line with consumers demand. Scandi Standard is well positioned to capitalize on this market growth with our leading position in Scandinavia.
A market where white meat is expected to show stronger growth than other meat categories and where there is solid underlying long term growth, combined with our leading market position, means we have a good base for our continuing work. Our journey has only just begun, and we hope that you will join us – and stay with us.
* Source: OECD FOA Agricultural Outlook, GIRA 2013, Norwegian Agricultural Economics Research Institute, Australian Chicken Meat Federation, US National Chicken Council.