When food matters

InternationalexposureGlobal presence and trade experience onseveral continentsDanes at home in New York, Berlin,Tokyo and…With annual organic exports amounting to over EUR40m, it is self-evident that Danes are experiencedbusiness people on the international arena, andare used to meeting market demands whether thelanguage on the local market be English, Germanor Japanese.Denmark’s international experience in organics isfurther amplified by the fact that a major part ofDanish organic exports is undertaken by large,well-established companies, e.g. Danish Crown,the meat concern, or Arla Foods, the dairy giant,which both have sales organisations coveringseveral continents.Increasing penetration by jointexport promotionsDanish exporters are always ready to identify andexploit new possibilities abroad. Organic Denmark ®Bread from Denmark to JapanBread from Europe is a rare sight in Japan. But since 1997 the Swedish-Danishcompany Cerealia Unibake has been exporting organic bread rolls to a Japanese chainof family restaurants. Originally, Cerealia Unibake made 80-gram bread rolls. However,the Japanese wanted bread rolls weighing only 38-40 grams, and, of course, Cerealiacomplied. Danes are used to adapting products and procedures to a particular market.supports this offensive and brings together DanishBio aus Dänemark Netexporters of organic products with the aim of penetratingselected markets.initiated by InterMark, a private con-Bio aus Dänemark Net, which wasA concrete example is the Danish participation insultancy, is a venture project aimed at boostingthe leading American trade fair for speciality foods,Denmark’s position in Germany. It is based on a closethe Summer Fancy Food Shows which took place inexporter network as can be seen from the websiteNew York in 2001 and 2002. At these fairs the Danishwww.bioausdaenemark.com. The project stressespavilion exhibited a wealth of dairy, meat, breada long-term commitment to grow and adapt to aand grain products as well as speciality foods.promising export market. Elements include creativeAnother example of a joint export campaign is themarketing tools, joint trade fair exhibitions, commonDanish pavillon at the annual international tradepackaging and in-store promotions in selectedfair for organics, BioFach in Nuremburg, Germany.retail chains. Organic Denmark ® participates in theParticipation in this particular trade fair has a highproject as a strategic partner.priority as it provides global exposure of the distinctDanish competences in organics.12 13