Basic values

CEO Frans Stortelder:

When I took my first steps in the meat business, I could never have foreseen the development that has actually taken place. Looking back it is incredible how fast the European pork industry has developed. The most fundamental development without discussion has been the strong concentration of industry.

Most companies in the meantime seem to have adopted the philosophy that the only way to secure continuity is to increase the scale of production. Cost effectiveness for sure is an important parameter for profitability and continuity. However cost effectiveness is not exclusively connected to large scala operations.

It is the combination of economic scala, effective organisation, craftsmanship and marketing that are the key factors for profitability in the fresh meat industry. It is my personal experience that in big scale operations the unperceived destruction of value due to increased scale of production can easily by higher than the cost savings related to it.

Jutland Meat focuses very much on the creation of value. Besides the supply of pork, this value is normally demonstrated by customized quality selections, special cuts, and logistic support, and very often in combination. In business-to-business relationships we therefore define ‘added value’ as the creation of opportunities for our customers and the development of solutions for our customers’ bottlenecks. Jutland Meat is a market-oriented company that fully focuses on customer relations in all circumstances. Customers’ wishes are therefore our primary concern.

It is also this distinctive philosophy that creates value in our relationship with our farmers. Personal relationships and short communication lines in combination with effective feedback of key management information create value in the relationship between the farmer and his slaughterhouse. It is in our genes to aim for long-term partnerships in combination with shared responsibilities.

Denmark is an outstanding country for the production of high quality meat. The agricultural background of the country in combination with the extent of its pure agricultural landscape and extensive urbanization form a unique position within Europe. Moreover, the Danish production chain is characterized by its high integration level and Danish pork is acknowledged worldwide for its high quality.