HKScan Oyj - Company Announcement

HKScan sharpens its brand strategy: country-of-origin promise reaffirmed for key brands and company names harmonized

HKScan Corporation                            Stock exchange release, 2 July
2013 at 09am 



HKScan sharpens its brand strategy: country-of-origin promise reaffirmed for
key brands and company names harmonized 

HKScan Group renewed its strategy and operating model last year. The Group is
now sharpening its brand strategy, starting with the introduction of harmonized
company names and the reaffirmation of its country-of-origin promise for its
key brands. The brand names of the Away from Home offering will be harmonized
simultaneously. 

Due to numerous corporate acquisitions, the HKScan Group portfolio currently
comprises a diverse set of company names. These include HK Ruokatalo in
Finland, Scan in Sweden, Tallegg and Rakvere in Estonia and Rose Poultry in
Denmark. To simplify identification and strengthen the corporate identity, the
company names will henceforth share a common HKScan prefix followed by the
relevant country name mostly in English: HKScan Finland, HKScan Sweden, HKScan
Estonia and HKScan Denmark. 

All Group functions linked to animal sourcing and producer services will be
referred to collectively as HKScan Agri on all home markets. 


The Away from Home offering (targeted at the HoReCa, industrial, export and
food service customers) will be named with HKScan Pro and HKScan brands in the
future. 

Most of these changes will take effect this year.



Country-of-origin promise reaffirmed for key brands in Finland and Sweden

HKScan reaffirms its promise that all HK and Kariniemen products in Finland and
all Scan products in Sweden are domestic in origin. All poultry contained in
Kariniemen products and all pork, beef and poultry meat in HK products will
remain 100 per cent Finnish in origin, and all meat in Scan products will
remain 100 per cent Swedish in origin. Definition work will continue with other
brands. 



More meat to be sourced from HKScan's own contract producers

HKScan will increase the volume of meat raw material sourced from its own
slaughterhouses on its home markets. The Group will also introduce a uniform
HKScan brand for meat sourced from within the Group and produced on the home
markets. 

HKScan Group steers, develops and audits its entire primary production chain on
all its home markets, starting with genetics and feeding of production animals
genetics and feed production. In 2012, the Group had approximately 15 700
established contract producers from whom it sourced a total of 460 million
kilograms in meat raw material. In Estonia the Group owns a large proportion of
its own pork and poultry production farms. 

This operating model based on own contract and primary production, ensures
responsible sourcing and good traceability. It also allows HKScan to maintain
the amount of meat produced on its home markets on a high level, enabling the
Group to decrease third-party raw material sourcing. 

The change will enable HKScan to manage its contract producers more efficiently
and profitably taking into account seasonal fluctuations. 

HKScan Corporation

Hannu Kottonen
CEO



For further information:
Hannu Kottonen, CEO HKScan Group. Kindly request a callback by contacting Marja
Siltala, tel. +358 10 570 2290. 



HKScan is one of the leading food companies in Northern Europe, with home
markets in Finland, Sweden, Denmark, the Baltic countries and Poland. HKScan
manufactures, sells and markets pork and beef, poultry products, processed
meats and convenience foods under strong brand names. Its customers are the
retail, food service, industrial and export sectors. In 2012, it had net sales
of EUR 2.5 billion and some 11 000 employees. 



DISTRIBUTION:
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www.hkscan.com