Danish Crown has pepperoni with seaweed stand at Foodexpo
The food of the future requires new thinking and action. It is both about working with how Danish Crown produces meat with the farmers, and it is about being creative in product development.
These are two of the areas that Danish Crown is focusing on at this year's Foodexpo, the Nordics' largest fair for the food industry, on 17-19 March.
The heart of the trade fair stand will be a footpath through the stand, where visitors can see and find out more about Danish Crown's path towards reducing greenhouse gases. This means, among other things, that visitors can go on a virtual journey from the farmer to the consumer.
"We have created a virtual reality experience where the guests take VR glasses and then they land on a field by one of our owners. There they can look around while hearing how the farmer works to produce more climate-friendly products. This is how the journey continues from the field, to the barn, to the slaughterhouse, to the plate, so that we can show everything that we do, every single day. Because it is the work that sets us apart from the competition", says Eva Levinsen Højfeldt, brand manager at Danish Crown Professional.
At the stand, of course, there are also food stations where there are taste tests of some of the good products from Danish Crown Professional.
It's a station with the cold meats, it's a station with the Tender Pork range, which is Friland, and then, as something new, there's a stand with pepperoni. However, it is not pepperoni as most people know it. It is pepperoni that must show an idea of the food of the future.
"We have developed a pepperoni in which 15% of the content is seaweed and horse beans. It lowers the climate footprint of the pepperoni, and at the same time both ingredients contain some interesting nutritional properties. It may be one of the paths we can take in the future, so we have it in order to start the dialogue with customers and to push to some limits", says Eva Levinsen Højfeldt.
On the other half of Danish Crown's stand is Danish Crown Beef. At Foodexpo in 2022, Danish Crown Beef's main focus was on the Dansk Velfærds Kalv concept, which has since gained a lot of traction in Denmark. It is also on the stand this year. The same is the focus on the quality burger patties with which Danish Crown Beef is very successful.
New this year is a mixed product with minced meat, consisting of 50% beef and 50% root and leguminous vegetables. It is not a product that is about to be launched right now, but Pia Mejl Krautwald, responsible for product development at Danish Crown Beef, hopes that the product will catch the attention of customers at Foodexpo.
"We have made a mixed product which is really good and exciting, we think. It is just the right mix of meat and raw materials from the plant world, which ensures that the consistency remains good and that the taste is rich and balanced. We have already received good feedback, and we hope that Foodexpo can generate good interest in the product", says Pia Mejl Krautwald.
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