HKScan Finland - fragmentary observations about Flodins brand and Finnish meat product export potential

What will happen to the Group's renewed Flodins brand which is committed to using only meat from the company's own market area. This is what we asked in this blog about a month ago. Well, now Flodins is in stores, at least in Finland, a few products of domestic origin.   The net pages in Finnish are in fact partly in English. Not a very impressive start.

What about the commitment?  Somewhat alarming is the fact that for horeca sectorin Finland, HKScan offers 11 Flodins products, of which a significant part is not from the group’s market area. A blatant example of cooked minced beef: born, raised, slaughtered, cut, cooked and packaged in Brazil.  Horeca pages are not up to date?  Or is it that the promise of HKScan’s own market area origin has been thrown out right away?

In a seminar arranged by Makery Oy in September, Petri Haaparanta, VP HKScan Export, has given a presentation.  Material available in the net is mostly in English.  The theme of the seminar was that Finnish food export has great potential and Haaparanta shed light on the situation from HKScan's point of view. At least my knowledge increases when he tells of the Group's export distribution by country: the largest export markets are Russia 16%, UK 12%, New Zealand 8% and Hong Kong 8%.

But also here we have one alarming piece of info. The presentation includes a diagram of how reliable do consumers consider processed meat products manufactured in different countries.   The online presentation unfortunately does not tell the countries in which the survey was conducted and what countries were involved in the comparison. Haaaparanta’s chart includes Finland, Belarus, Russia, Latvia, Estonia and Poland.

 

The result is shocking.  It is no surprise that Finnish meat products are trusted most, average on a 7-point scale is 5.4.  However, difference to Belarus and Russia is negligible, both of them having average of 5.2.  And yes, the survey truly found differences, namely Estonia got a low reading of 4.4 and Poland a reading of only 3.3.

Once again it should be emphasized that there is no information about what are the countries where the survey was conducted, but whatever they are, the results tells a terrible thing, that on those markets Finnish meat products, when it comes to trustworthiness, have no lead compared for instance to Russian meat products.

Hence these Haaparanta’s statements in the presentation seem fairly arrogant and even funny.

Choose your partner – don’t let your partner choose you.

Our offering comes with a promise of delicious food, Nordic purity and responsibility. That promise applies to every step in the meat value chain and every person involved in what we do.

We will discuss HKScan later but on Friday, October 24^th, we are going to look at Atria’s businesses.  Okay, Estonian meat food is not trusted, the survey says. So, let's look at the atmosphere in Tartu food and beer festival. Please note that one alcohol brand is featured prominently in the video.

This is Artoparto and here is my Disclaimer.  Please read it.

Disclaimer:  All content provided on this site is for entertainment purposes only.  This site does not provide any investment advice and content on this site should not be construed as recommendation to buy or sell any financial instruments.  Please consult a qualified financial adviser before making any financial decision.  I make no representations as to the accuracy, completeness, suitability, or validity, of any information on this site or found by following any link on this site.  I will not be liable for any errors, omissions, or any losses, injuries, or damages arising from displaying or using any content provided on this site.  I am not responsible for users' comments.  I reserve the right to update or delete any content on this site for any reason.