news # 01
DECEMBER 2013
S MOST ’ D L R O THE W GG BOX E G N I S AMU
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DECEMBER 2013
fact HEDEGAARD foods Food company HEDEGAARD foods processes, packs and distributes fresh shell eggs and a variety of cooked and pasteurized egg products and egg powder. The group consists of three companies: HEDEGAARD foods A/S, Starup Æg K/S and Svenska Lantägg AB. In 2012 the group had a turnover of EUR 125 million and handles approx. 1 billion eggs a year. The group employs approx. 200 people. Today HEDEGAARD foods and Svenska Lantägg have three packing plants and two product factories in Denmark and Sweden. Through the ownership structure HEDEGAARD foods has deep roots in agriculture and the animal feed industry in Northern Europe.
Packing plant, product factory and powder mixing plant in Skara, SE
Packing plant and chicken farm in Starup, DK
Packing plant and product factory in Hadsund, DK
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# 01
DECEMBER 2013
WELCOME TO EGGNEWS!
By Ivan Noes Jørgensen, CEO
Dear readers, 2013 has been an exciting year for HEDEGAARD foods. With eggyplay® we invented a new kind of egg box: Starting this year, we sell eggs in Denmark and Sweden in an egg box, which can later be used as a toy or for storage. Also, it can be disposed of in an environmentally friendly way.
we were able to show our products to an international, specialized audience and made several new business relations.
Our SHAKER series has been extended this year with a new variant. Now customers can also enjoy easy and tasty SHAKER waffles.
We wish you a pleasant pre-Christmas time, Merry Christmas and a Happy New Year!
At HEDEGAARD foods, the year 2013 has been characterized by innovation. Therefore, we were very happy to present our innovative products at the Anuga fair in Cologne in October. For five days,
Ivan Nøes Jørgensen
Read more about 2013 at HEDEGAARD foods and many more interesting stories in this Christmas edition of eggnews.
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DECEMBER 2013
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# 01
DECEMBER 2013
EGGYPLAY® & RECYCLING — FROM OLD TO NEW Double function and environmental sustainability — both are representative for eggyplay®, because it is our goal to create a product which can deliver sustainable value to our customers.
By Ivan Noes Jørgensen, CEO
The new egg boxes from HEDEGAARD foods are uniquely innovative. Never before have eggs been sold this way. Made out of molded plastic and available in four colors, eggyplay® has a unique double function — as an egg box and as a toy. Our goal is to deliver sustainable value to our customers. Therefore, the environmental aspect has been taken into account as well. HEDEGAARD foods developed a recycling concept: not only do the egg boxes fold together to save space but they can also be reused in three different ways: 1. Recycle at home: The egg boxes go in the dishwasher.
When washed, eggyplay® can be used as a toy to build towers, castles, houses etc. eggyplay® is child-friendly and has received the CE approval as a toy. Furthermore, the boxes can be reused as an alternative and fun storage solution. 2. Recycle at the recycling center: eggyplay® is made out of polypropylene (PP) which is recyclable. 3. Recycle at HEDEGAARD foods: Alongside the development of the eggyplay® boxes, HEDEGAARD foods created a concept for a potential return system. The idea is that customers return the empty eggyplay® boxes to the
store, like PET bottles, and the stores then return them to HEDEGAARD foods to be reused. In order to implement this, a suitable workflow has to be developed in cooperation with the stores. Immediately following the development process of eggyplay®, HEDEGAARD foods applied for a patent through the international patent system PCT (Patent Cooperation Treaty). This ensures that the product cannot be copied.
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DECEMBER 2013
The eggyplay® boxes caught a lot of attention as decoration on HEDEGAARD’s exhibition stand.
Throughout the fair, the visitors enjoyed freshly made pancakes and waffles.
Our young visitors were excited about the eggyplay® concept.
A clean, minimal design with color accents — that was the concept for HEDEGAARD foods’ exhibition stand.
Sandra prepared delicious pancakes with liquorice syrup.
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# 01
DECEMBER 2013
ANUGA 2013: CLOSER TO INNOVATION WITH HEDEGAARD FOODS In October 2013 HEDEGAARD foods presented its newest food innovations at the international food fair Anuga.
”Anuga 2013 — a real success. The international flair and the interesting meetings were impressive. After five exciting days, HEDEGAARD foods takes a lot of inspiration, many interesting contacts and export plans back home to Denmark.” Janina Schier, Sales & Marketing In 2013, the most important international food fair, Anuga, attracted thousands of exhibitors and visitors to Cologne in Germany. For five days, the international atmosphere not only attracted royal visitors like Crown Prince Felipe of Spain and Princess Letizia. 6,777 exhibitors and 155,000 visitors from 187 countries wanted to know more about the current trends of the food industry. True to the motto ‘Taste the Future’ HEDEGAARD foods brought its newest food innovations from Denmark to Germany. The trade presentation focused on the SHAKER series and also the new colorful egg boxes especially for kids, the eggyplay® concept. The egg box which is available in four different colors, added a bright and fresh touch to the exhibition
stand and provided opportunities for interaction with interested visitors. The big food trend at Anuga this year was convenience products. HEDEGAARD foods’ SHAKER, a product for the retail customer, ideally suits this trend. The customer can easily prepare delicious pancakes, waffles or scrambled eggs with bacon, depending on the variant of the SHAKER. Everything you need is already in the SHAKER — you don’t have to add any other ingredients. The fair visitors were able to try the freshly prepared pancakes and waffles on the stand while learning more about the products.
as an egg box and as a toy convinced the young visitors and thus, immediately small eggyplay® towers and houses were built. The colorful eggyplay® box has been on the Danish and Swedish market since summer this year. The various meetings and impressions at Anuga were inspiring and affirm the vision of HEDEGAARD foods to deliver sustainable value to the customers. Especially the eggyplay® concept attracted huge interest and therefore, the basis for exporting eggyplay® to countries outside Denmark and Sweden seems solid. To achieve this, HEDEGAARD foods will extend the production and further develop the concept.
The eggyplay® concept not only fascinated adult Anuga-visitors. The double function
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DECEMBER 2013
OUR TASK: AN EXTENDED DIOXIN EXAMINATION FOR ALL EGGS Due to Dioxin scandals in Germany in the past and the discovery of Dioxin in the Danish free-range system by the Danish Veterinary and Food Administration, HEDEGAARD foods decided to extend its examination — to obtain assurance.
“We take samples two times a year. We take random samples of the enriched cage system and the barn system, whereas we take samples from every producer within the free range and organic system.” Vivi Nielsen, Quality Manager Our own method of examination The Danish Veterinary and Food Administration regularly carries out controls in free range hocks, to ensure that Danish eggs meet the EU requirements. To protect the customers in regard to the Dioxin scandals abroad and to ensure that eggs from HEDEGAARD foods meet the requirements, we created our own method of examination in addition to the examination of the Danish Veterinary and Food Administration. We take samples two times a year. We take random samples of the enriched cage system and the barn system, whereas we collect samples from every producer within the free range and organic system. Furthermore, we examine the commodities we purchase from abroad.
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We send the samples to the Eurofins Steins Laboratory where their reports of examination are compared with the EU limitations. As expected, the results of the Dioxin examination have not been exceeding the limits. The intensive examination of the commodities’ supplies is part of the ‘Farm to Table’ concept which also ensures the feed safety of the egg producers. No Dioxin has been found here either.
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DECEMBER 2013
fact What are dioxins? Dioxins are groups of polychlorinated, organic pollutants which emerge mainly within the process of the incineration of waste and the industrial production. If hens are being fed with feed that shows a high degree of dioxin then dioxin can be found in the eggs. Due to the reason that dioxins are airborne or are attached to particles, they can be transported over long distances, deposit on fields and can then end up in the feed of the hens. Dioxins and PCB are fat-soluble, which means that they are predominantly enclosed in the adipose tissue. During the development of the egg in the hen, the dioxins are being deposited in the egg yolk. The long-term impacts of dioxins and PCB include a higher risk of suffering from cancer, impaired fertility and the negative impact on the immune system.
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DECEMBER 2013
FOCUS ON CONVENIENCE PRODUCTS:
PANCAKES, WAFFLES, AND SCRAMBLED EGGS IN A JIFFY! At the Anuga fair in Cologne a strong food trend towards convenience products was observed. In a busy day-to-day life, time is becoming increasingly short in supply and therefore it becomes more difficult to keep the high quality of the prepared meals.
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By Mette Due Andersen, Marketing Manager
HEDEGAARD foods decided to take on the task of following this trend and the SHAKER series was created. SHAKER is an all-in-one solution to prepare delicious waffles, pancakes, and scrambled eggs with bacon. All-in-one solution? Yes, because all ingredients are already in the SHAKER and it is ready to use. You don’t have to add any ingredients to the batter or to the pan or waffle iron when baking. HEDEGAARD foods found a solution to combining eggs,
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oil and milk and still keeping a smooth and liquid consistency which does not separate. Furthermore, the product contains no egg powder, only pasteurized eggs, which resemble the characteristics of fresh eggs better than egg powder and still have a shelf life of two months. The result: the SHAKER. The bottom half of the SHAKER contains the egg mixture and the top half contains the flour for pancakes/ waffles or bacon for scrambled eggs. Now you only have to mix the two parts to-
gether, shake it for a few seconds and the product is ready for the pan or waffle iron. With the help of the SHAKER you can easily prepare breakfast, lunch or dinner for your family and friends. For each purpose you can use different toppings, fillings and side dishes. The SHAKER — an all-in-one solution for an uncomplicated and high quality meal.
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DECEMBER 2013
PANCAKES WITH ORANGE AND NUTS 4-5 PORTIONS Ingredients 1 SHAKER pancakes A touch of grated organic orange zest 40 g grated dark chokolate 40 g chopped nuts ½ liter orange juice 1 carton strawberries 1 carton raspberries 1 bunch of mint leaves Vanilla ice cream
Preparation Follow the instructions on the SHAKER. Add a touch of grated orange zest to the batter. Cook the pancakes until they are golden on a skillet or frying pan. Reduce ½ liter of quality orange juice to a syrup (approx. ½ dl) and mix in strawberries, raspberries, and finely chopped mint leaves. Serve the pancakes with vanilla ice cream and orange syrup. Sprinkle with chopped nuts and decorate with a few mint leaves.
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VISITING… ORGANIC FARMER AXEL MÅNSSON Axel Månsson, organic farmer, is living his dream. Parts of this dream are the three hen houses, the production of vegetables and much patience and passion for organic farming.
Born and raised in a small village in Denmark, the young Axel Månsson enjoyed jumping on to the vehicle of “farmer Henrik” and delivering milk to the other inhabitants of the village. A life dream was born — Axel wanted to become a farmer. Already during his school time, work on the farm was his priority — and it has stayed that way. After starting out as an independent farmer and leasing 43 hectares of land, 16 cows and 40 pigs, he moved to the farm he lives at now in 1980.
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One year later, Axel built his first hen house and produced eggs in the barn system until 1992, but converted to the free-range system that same year. Since 1998, he has reared his hens within the organic system and therefore makes an important contribution to the welfare of the hens. Furthermore, he contributes to meet the rising demand for organic eggs. Today, Axel owns three hen houses and operates a vegetable production alongside.
Axel Månsson is very satisfied with the conversion to the organic system because the hens are stronger. Due to the new ground system he has achieved a better climate in the hen house. He continually develops his production and therefore it was a natural step for Axel to align his production with the requirements of the KAT-control system in collaboration with HEDEGAARD foods. Since November 2011, the organic production of Axel Månsson is KAT-certified.
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DECEMBER 2013
Since 1980, days have been busy for Axel Månsson.
Axel’s farm provides plenty of space for organic farming. Axel amidst his organic hens.
DEDICATED TO ECOLOGY Due to the increasing demand for organic products, HEDEGAARD has set a goal to extend the range of organic products stepby-step. The present organic product range includes not only organic eggs and organic Gaardbo-eggs but also organic, pasteurized whole eggs, egg whites and egg yolks for retailers and industry. By choosing organic eggs and egg products, the consumers are assured that they buy food which has been produced without the use of pesticides and GM technology.
Furthermore, they make the best choice regarding animal welfare and potential environmental impacts. Since November 2011, the organic product range of HEDEGAARD foods is marked with the EU-Bio-label and the Danish Biolabel as well as the KAT-certified mark.
DK-ØKO-100 EU-JORDBRUG
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DECEMBER 2013
DANISH CHRISTMAS CAKE 8-10 pieces. Ingredients: 3 eggs 2 dl sugar 100 g liquid margarine 1 dl Greek yogurt 175 g wheat flour 2 tbsp baking powder 1 tsp ground ginger 1 tsp ground cloves 2 tsp ground cinnamon Decoration: 2-3 tbsp powdered sugar
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Preparation: Mix egg and sugar and whisk until light and fluffy. Then mix in the margarine and Greek yogurt. Mix flour, baking powder, ginger, cloves, and cinnamon and stir it into the batter. Poor the batter into a baking pan lined with parchment paper and bake the cake for approx. 15 min. in an oven preheated to 200 째C. Leave the cake to cool down slightly. Then take a mold (star) or cut stars of different sizes out of the cake.
Serving: The stars can be stacked on top of each other with the biggest star in the bottom and the smallest star in the top, to create the shape of a Christmas tree. In order to get a bigger tree you can make a double portion. A nice and delicious idea for the afternoon tea or coffee during Christmas time or a great decoration for the Christmas table.
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DECEMBER 2013
CONTACT Ivan Noes Jørgensen, CEO T: 23 33 48 33 inj@eggs.dk
Mette Due Andersen, Marketing Manager T: 51 97 97 12 mda@eggs.dk
Michaela Samuelsen, Sales Manager T: 23 33 48 46 ms@eggs.dk
Janina Schier, Sales & Marketing T: 540 20 65 32 js@eggs.dk
Vivi Nielsen, Quality Manager T: 22 67 27 73 vn@eggs.dk
Tom Markussen Jensen, Product Manager T: 51 97 97 11 tmj@eggs.dk
HEDEGAARD foods A/S Glerupvej 5 DK 9560 Hadsund T: +45 98 57 30 55 F: +45 98 57 30 95 CVR-NR. 32 44 20 72
Charlotte Frantzen Bjerg, Agricultural Manager T: 20 27 47 74 cf@eggs.dk
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DECEMBER 2013
READY TO USE All ingredie nts are in the SHAK ER
MIX AND SHAKE — ready to use SHAKER pancakes, waffles and scrambled eggs with bacon are quick, easy, and delicious. Homemade in a brand new way. A unique product in two parts: liquid egg mixture in the bottom and flour for pancakes/waffles or bacon for scrambled eggs in the top. Bon appetit! The SHAKER is available in three variants — pancakes, waffels and scrambled eggs with bacon. 16