Danish Crown
While Smithfields and Vion are deploying a strategy of expansion to increase their domination of the market, Danish Crown, European’s other pork giant, is rationalising their operations and pushing for greater modernisation and efficiency. This approach recognises and responds to the oversupply of slaughter capacity in Europe.
With a declining global economy and increased competition in the European pork market, the strategies of these major players will be severely tested over the coming years. However, the reward for pursing the correct policy is not just weathering the current turmoil but emerging from recession stronger and more dominant than before.