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Coop Denmark, April 2015

What can consumers and retailers expect from the market?

Coop Danmark A/S Category Group Manager, Food Esben Meier



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1 COOP AND ANIMAL WELFARE

2 CONSUMERS AND ANIMAL WELFARE

3 ROLES AND THE WAY FORWARD



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”Products must have good eating quality – and leave a good taste

in your mouth. Coop will offer consumers more products,

produced with respect for people, animals and the environment.”

Proactive food safety

Animal Welfare

Increased food transparency

CSR & Brands

Initiativ 1 Initiativ 2 Initiativ 3

Offer choice of animal welfare products in all Fresh Meat categories Increase the share of organic Fresh Meat Increase share of eggs from non caged hens

We will start looking inside

Coop




Coops ambition: Organic sales growing from 7 to 15 percent of total FMCG Increase the number of animals living a life with better animal welfare by 1 million per annum



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Current AW initiatives in Coop

• Every Day Low Price launch of organic products across

categories from January 2015

• 60% share of free range or organic Fresh Meat sold in the

Irma chain by 2020

• Partnership with Sødam Danish Free Range Chickens

• No eggs from Caged Hens in Irma branded products

• Free Range Pigs launched in Kvickly (autumn 2014)

• Free Range Pigs currently testing in Fakta (20 stores)

• Organic Chicken and Free Range Chicken launched in Fakta

… more to be announced …



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Coops Food Policy starts with the consumer ...

Positive criteria: - Motivational factors

Negative criteria: - Hygiene factors / expected standards - ”New normal” for Food safety, transparency, animal welfare etc.

Grow them!

Fix them!



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Animal welfare is important for consumers (Coop Consumer Insight survey March 2015 N=1701)

1%

18%

20%

26%

28%

36%

47%

52%

53%

0% 10% 20% 30% 40% 50% 60%

None of these

Ensure dairy farmers a better price

Increase Food safety inspections

Increased environmental protection

Strenghten local society

Increase animal welfare

Keeping / growing Danish workplaces

Ensure development of quality products produced in Denmark

Reduce food waste

Which of the following issues should Coop focus on? Choose up to 3 issues



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Animal welfare is important for consumers (Coop Consumer Insight survey March 2015 N=1701)

2%

13%

22%

22%

37%

48%

53%

55%

0% 10% 20% 30% 40% 50% 60%

None of these

Increase efficency in agriculture/food production

Better nature protection

Ensuring diversity by using old crops and races

Strengthening local society

Increase organic production

Increase sustainability in food production

Better animal welfare

Is there any of the following issues where you think Coop should work closer with farmers and suppliers ? Choose up to 3

What’s animal welfare for a consumer? 1. Animals must be able to have natural behavior 2. Animals must have low medication 3. Animals must have short transport to abattoir

*Source: Animal Welfare, Coop Analyse October 2013 (2000 respondents)



• Tredje niveau Positive criteria: -Motivational factors

Negative criteria: Hygiene factors

• Good eating quality • Danes prefer Danish origin

• Animals that can have natural behavior • Low medical treatment • Short transport time

• Organic / Free range • Recommended by “Dyrenes Beskyttelse”

• Farm & Production Management

• Mortality • Castration • Wounds/injury • Fixation • Tail docking • Ulcer • Etc..

*Source: Animal Welfare, Coop Analyse 2013 , Coop Consumer Insight-surveys 2014/2015

What's animal welfare for a consumer ...



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Roles, responsibility, and effect on animal

welfare

Danish Pig production*

95% Export

Fresh Meat 5%**

Domestic market

~1%*** Coop

Other retail

Catering

Standard Animal Welfare

Special

EU Pork production

Balancing supply and demand

Source: *L&F statistik 2013 ca. 30 millioner, **information from Danish Crown,** Coop volume converted



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We have a positive market situation …

Retailers are asking for a market where supply and demand is balanced

Consumers are asking for products with better animal welfare – but fairly prized



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The way forward - as we see it...

Avoid unintended effects on the competition in the market

Strenghten organic and free range production

Cooperation is the way forward – be specific on the roles and responsibility in the value chain

Focus on long term improvements for animals, industry, trade, consumers and farmers

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