International Frozen Food Innovators.
Emborg Foods today is in the forefront of the frozen food business, and its ability to develop new products and new export markets has seen the company through lean times as well as fat. Last year, its sales were up 16% and profits before taxes five percent, setting records for the second year in a row, according to John Mortensen, marketing director.
Based in Aalborg, Denmark (Fax: 45-99-370-371), Emborg is known around the world for its quality meats, dairy products, poultry, fish and seafood and vegetables. Its brand is familiar in Europe, the United States, the Caribbean, Africa and elsewhere. In the Middle East, Emborg is even a household name for its halal (the Islamic equivalent of kosher)products. Besides the Emborg brand, the company markets a good deal of private label, especially in Europe, and it offers a full range of catering as well as retail items. Between domestic and export markets, Emborg has expanded its business so much that it has outgrown its old quarters and is building a new plant in Aalborg, set to open in November.
Emborg has learned to roll with the punches, as it had to during the past year with the collapse of pork prices and the Russian economic crisis. Despite the ruble meltdown, the company remains optimistic about the future of the market in Russia. Having set up shop in Moscow with a complete distribution system, Emborg is hanging in even though the crisis last August cost the operation half its turnover overnight. Hanging tough proved to be the right decision, as business is recovering faster than expected.
If business is down in one country or product range, Emborg can always find another to take up the slack. The company is always attuned to market demand, and tailors its products to meet that demand. One recent example is chicken ginger franks for the Middle East. In the fast-growing poultry category, Emborg offers a new range of chicken parts, including breasts (skin-on or skinless) wings, thighs and leg quarters in polybags. A complete line of fish and shellfish (One example: shellon prawns, cooked at sea) is available to meet demand in another hot market.
Perennial favorites in the value-added frozen meat category include beefburgers, meatballs pork cutlets and the like. In poultry, Emborg offers chicken burgers, including a hot and spicy variety, along with chicken nuggets and dishes like chicken cordon bleu. Salmon, hake, Atlantic pollock, Greenland halibut and redfish are among the basics in frozen seafood, as are fish fingers and fish cakes. But Emborg also gets into more off-beat items like mutton kebabs, and offers a wide range of prepared foods such as pizza, schnitzel and spring rolls. Beyond frozen foods, it markets refrigerated products such ready-to-cook lamb, cold cuts, beef and chicken franks, bacon, butter, margarine, whipping cream, cream cheese spread, smoked salmon and lumpfish caviar, and even a few bottled specialties like marinated herring. Cheese is marketed domestically in refrigerated packs, but some items such as mozzarella and halloumi are exported frozen.
An office set up in Rio de Janeiro two years ago is devoted to both expanding the retail trade in South America and sourcing new products. Growth has been steady at an import-export office for the United States, situated in Roswell, Georgia, just outside Atlanta. In the Middle East, Emborg operates from an office in Dubai, United Arab Emirates. Other branch offices are closer to home, including Hamburg, Germany; Aalesund, Norway; and Warsaw, Poland.
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|Publication:||Quick Frozen Foods International|
|Date:||Jul 1, 1999|
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