Selling of Fallbygdens business is fine and okay, cheeses really do not
belong to meat processing company’s repertoire.
Here are the arguments given by Atria.
”Atria focuses on its core business in Sweden and therefore Atria Sverige
AB has made an agreement to sell the Falbygdens cheese business to Arla Foods
AB.”
However by the same grounds, Ridderheims should be sold as well. What has
Atria to do with Italian olives? They
for example are contained in the company’s product range. In addition, I ponder if Ridderheims truly is
an appealing brand or even a well-known brand.
Namely the company has been campaigning to raise its brand awareness. The company’s attention-grabbing advertising
campaign in September was targeted for busy people making their career. Really, one must conclude that Ridderheims is
not a power brand. Not even in Sweden.
Ridderheims’ products, to a large extent, are imported but at the same time
the company is geared towards building export and currently Norway is the biggest market. Finns have not yet
adopted its products and export to Russia is currently not an option. How could Ridderheims take foothold anywhere
abroad? Why should anyone want his or her Prosciutto di Parma not to come
straight from Italy but for instance via Gothenburg, with only Ridderheims’
logo added? Products something like this.
Perhaps Ridderheims is not the kind of crown jewel that one could have
though. Maybe Atria will sell Ridderheims as soon as someone wants to buy it.
What
about the other Swedish wonder, Sibylla, and especially its progress in Finland? Web pages tell that the number
of point of sales is promising, about 300.
But what is the target? It is 400 sales outlets and reaching the top five the very near future. It means that after this target is reached there will still be too many larger chains, namely a couple of chains which everyone knows, and a couple of chains, of which no one has ever heard of. Okay, their final target is top three. That would be fine.
Perhaps Sibylla’s outlets are too small. Maybe
fast food is associated also with
social needs and some special needs such as desire to be seen. Or is it the case that fast food
de facto is only for teens and families with children. If
so, Sibylla’s mini-outlets will never prosper.
We will look at
Atria again later but on Friday,
November 7th, we are going to look at HKScan’s businesses. Finno-Ugric peoples concisely.
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