Friland, Danish Crown’s sales company for organic and free-range meat, increased its turnover by 7.1 per cent in the 2024/25 financial year, from DKK 966.1 million to DKK 1,034.8 million. This was achieved despite fewer slaughters of organic pigs and cattle. The increase in value per kilo is due to the company’s ability to sell the meat in markets where customers are willing to pay for organic production and animal welfare.
CEO Svend Schou Borch, who stepped into the role in September 2025, says:
“Overall, the 2024/25 financial year has been a strong year for Friland. Many consumers have chosen organic and animal welfare, and for longer periods demand exceeded the volumes we had available. This enabled us to sell the meat where the value was highest, strengthening both payments to our suppliers and our market position. For me, it has been important to ensure that farmers clearly feel the benefit when market value rises, and that is exactly what we have seen in 2025.”
Higher value per kilo
In Denmark, sales of organic pork have increased by 13 per cent, driven by solid increase in value throughout 2025, even though supply have declined slightly. For organic beef, the value has also risen significantly despite fewer organic cattle being available. For free-range pigs, both slaughter and sales have been slightly lower, but earnings have remained stable. Overall, Friland has delivered a solid increase in payments to the farmers in 2025 and generated higher value per kilo.
Exports to key European markets have grown, and Friland’s German sales company has improved its earnings and delivered a very satisfactory result. However, in the final months of the year, consumers in both Denmark and Germany became more price-sensitive, and the market slowed, moving towards a more normal balance between supply and demand. Friland has maintained both sales and value creation across markets.
“We have a strong position in both Denmark and Germany, but we are now operating in a market where competition is increasing, customers are more price-sensitive, and buying interest is slowing. This does not mean that demand disappears, but it does mean we need to work more closely with customers who share our focus on animal welfare and quality. Therefore, dialogue with our Danish retail chains and strategic export customers will become even more important in 2026. The value we have built does not sustain itself – it must be maintained and further developed in the coming year,” emphasises Svend Schou Borch.
Satisfactory increase in payments
For organic pigs, payments have increased to DKK 15.94/kg compared to DKK 12.72/kg in the previous financial year. For free-range pigs, payments have decreased to DKK 3.65/kg from DKK 4.65/kg the year before. For organic cattle, payments have increased to DKK 7.93/kg compared to DKK 7.14/kg last year.
“We are pleased with the increase in payments we delivered in 2025, but we also know it was much needed after a couple of difficult years. We are very aware that organic producers in particular need stability. Organic production cannot simply be scaled up and down according to the market, so we must ensure sales and payments that support long-term production. That is our responsibility as a company – and that is why we continue working to strengthen payments whenever the market allows,” says Svend Schou Borch.
Strengthened position in retail and internationally
During the year, Friland has strengthened its position in retail. The launch of Friland Organic sliced meats has created a clearer presence in consumers’ everyday lives, and the range has been expanded in collaboration with customers. At the same time, Friland’s organic beef has achieved three hearts under the government animal welfare certification scheme, which has strengthened dialogue with retailers and helped consumers navigate the market. In addition, collaboration with MENY has improved in-store visibility and enhanced communication of the animal welfare concept directly to consumers. These initiatives help maintain the value created in an increasingly competitive market.
Meanwhile, cooperation with several international export customers – primarily organic processing companies in Germany, Italy and the USA – has been further strengthened during 2025. In 2026, Friland aims to build on this progress.