In Denmark, Finland is not primarily known for its meat products. John Nielsen, Director of JN Meat, is working hard to increase awareness of the high quality of Finnish meat among Danes.
How did your cooperation with Atria begin?
“A few years ago, we were cooperating closely with Atria, mainly in the Spanish market. Then there was a break, but our cooperation continued after a few years. Before that, I travelled around to find new suppliers of high-quality meat. I made enquiries and visited various European countries. During that time, I noticed that only a few countries were able to match the quality provided by Finns.”
How do Atria’s values match your company’s values?
“Our motto at JN Meat is that we are not the largest, but we want to be the best. I found beef with a very high eating quality in Finland. I could immediately see that its colour was better, and it tasted excellent as well. Atria delivers extremely high quality, which is important these days. Danish consumers are more and more aware of what they want to eat, and they increasingly appreciate the taste sensations provided by meat. Previously, it was enough that meat was tender. Its taste was a secondary factor, as lots of sauces were used. Today, their expectations are much higher with regard to meat, and my company represents high quality.”