Consumer demand for organic meat has clearly rebounded after a decline in 2021 and 2022. As a result, the first half of 2024/25 has been positive for Friland. Revenue has increased by four percent despite a four percent decline in slaughter numbers across Friland’s three concepts.
The revenue growth is fueled by strong sales of organic pork, which maintains a solid position in the Danish retail market. This is largely due to a major new partnership for retail-packaged organic pork and a new line of cold cuts now available in most Danish supermarkets. At the same time, robust export sales are contributing to the growth.
“It has been a half-year marked by positive developments across the board. We have an excellent cooperation with all our key customers, and with the new cold cut series, we’ve strengthened our presence in Danish retail. At the same time, we’ve seen increasing demand in virtually all export markets, and overall, this has allowed us to pay a fair price to our suppliers,” says Søren Tinggaard, Director of Friland.
The Friland Organic Cattle concept maintains the same revenue as the first half of 2023/24, even though the number of slaughters has decreased by three percent. The market for beef and veal is generally characterized by low supply, which has driven up prices—including for organic products.
Therefore, Søren Tinggaard is satisfied with the first half of 2024/25 and points to growth in Danish retail and strong exports, particularly to Germany.
“Demand for organic beef has increased despite rising prices, as the number of animals has declined. As well Danish as international consumers are keener on organic beef, which has enabled us to maintain our revenue despite fewer slaughters,” says Søren Tinggaard.
In Friland’s only non-organic concept, FRILANDSGRIS, revenue declined in the first half of 2024/25. However, the drop in revenue is smaller than the drop in the number of animals slaughtered, which is seen as positive.
“For FRILANDSGRIS, we have strong partnerships in Danish retail and foodservice. The number of slaughtered animals fell by 10 percent in the first half of 2024/25, but revenue only decreased by five percent. The challenge for FRILANDSGRIS is the utilization rate of the pig, and we are working to improve that. Overall, Friland is in a good position right now, but we must continue to optimize our sales to ensure our suppliers gets a payment that allows them to continue developing their farms,” says Søren Tinggaard.
