Published December 20, 2010 07:22
Following Meatco Namibia’s successful delivery of some 180 ton of Natures Reserve product to Coop Denmark over the past four months, the Danish cooperative has officially increased its order for the year to come, and last week placed a standing order for 700 tons of product for 2011.
Meatco commenced trial exports of its Natures Reserve Finest product to Denmark some four months ago following a visit to its facilities by a Danish delegation in April this year. Coop Denmark has been a whole new challenge for Meatco this year in terms of new products and specifications and the timeframe in which it had to be delivered.
Says Meatco’s Senior Manager: Marketing, Mr. André Mouton: “The fact that Meatco was able to deliver on these requests have been an accomplishment in itself. What is more, the product has up to now been marketed under Coop Denmark’s own ethical brand code but will in future be sold on store shelves under the Natures Reserve brand.”
Meatco supplies Coop Denmark with cuts coded under the Coop’s own codes enabling them to sell the packages as packed, directly to consumers. Mr. Mouton added that most cuts are specific to the customer and therefore not normal stock items making the planning and execution of orders very critical. “The values achieved make it worth Meatco’s while to put in the extra effort.”
Coop Denmark, owned by the Danish Consumers Cooperative, FDB, launched new products from Africa in October 2010. This included Natures Reserve Finest Beef from Meatco, Namibia.
In particular, it was the environment-friendly specifications of Natures Reserve that sealed the deal with Coop Denmark.The launch was successful and created a lot of positive publicity for Coop Denmark, but more importantly consumers coming to Coop stores were positive and interested in the product.
Coop Denmark also contributes directly to a development fund under Meatco’s Foundation for the development of infrastructure in the Namibia’s Northern Communal Areas (NCA). This contribution is based on the number of units sold.
Category Group Manager at Coop Denmark,Mr. Esben Meier says product quality is the single most important issue when introducing new products to the market. “If the price / quality ratio is not balanced, consumers will not come back and create a natural demand. We have had very positive reactions from consumers and a number of stores.”
He added that Irma, their high-end supermarket chain in Coop Denmark, has now taken the product into their assortment and will promote products in the future. “This is very positive for the overall demand and supply chain.”
Mr. Berit Grubbe Pfuhl, an Import Buyer at Coop Denmark, says the positive start-up was supported by good cooperation between Meatco and Coop Denmark. “Much work was put into creating an efficient supply chain in terms of specifications, barcodes, labeling and deliveries to distribution centers. But everything worked very well and I am pleased with how it went.”
Coop Denmark is a Danish supermarket group that owns a 40% share in the Danish retail trade. Meatco’s Natures Reserve products adhere to stringent ethical and quality and hygiene requirements and therefore proved a perfect fit for Coop Denmark, whose customers want to be rest assured that the products they purchase tie in with their own ethics.
Topside with the cap off is one of the many cuts Meatco exports to Norway.