The area where there is serious work to do, which can and must be done, is to refine our products even more so they achieve a markedly higher value for our customers and consumers. This generally leads to higher production costs, but as long as sales prices rise even more, val ue will be created. There are many good examples of value cre ation by refining our products, e.g. the use of halibut fins for sushi toppings or the transform ation of low quality inshore summer cod to high quality Nutaaq products. The type of question we need to ask ourselves – and answer – is: • What will it take for the cooked and ma chine-peeled prawns to become just as attractive in taste, colour, texture and ap pearance as the hand-peeled, cooked at sea prawns? • What will it take for us to be able to supply fresh products to the traditional markets in Europe and North America? And then, per haps, to Asia? • What will it take for us to be able to sup ply the markets in Europe with enough cod fillets, which, it should be noted, we have filleted ourselves? • Are our traditional product ranges and pack aging the right ones in relation to the new online markets? • Etc. etc. These questions can only be answered in close collaboration with our processing plants, our operations managers, our sales companies and our category managers. The answers require insight into both the markets and production. On our best days, this collaboration functions extremely well – so that we maximise the value of our resources for the benefit of both our cus tomers and ourselves. When we succeed, then there are not many others in the industry that can reach the same heights as Royal Greenland. My New Year’s resolution for 2018 is for us to have as many of our best days as we possibly can! Mikael Thinghuus CEO Royal Greenland A/S · Postbox 1073 · 3900 Nuuk · Greenland · Tel. +299 36 13 00 · Fax: +299 32 33 49 royalgreenland@royalgreenland.com · www.royalgreenland.gl · www.royalgreenland.com NAVIGATIO IS PUBLISHED BY ROYAL GREENLAND A/S The magazine is free and can be ordered from royalgreenland@royalgreenland.com EDITOR: Káte Hansen, kaha@royalgreenland.com LAYOUT: Info Design aps PRINTING: Specialtrykkeriet Viborg as NAVIGATIO NO. 1 • 2018 3
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