From Hamburg to homes: progress in the German meat market
Interview with Christian Daub, Managing Director
Danish Crown Foods Germany GmbH, the Hamburg branch of the Danish Crown Group, plays a crucial role in aligning Danish production capabilities with the specific demands of the German market. Located in Hamburg, Germany, the company ensures close customer proximity and delivers fast, tailored solutions across retail and food service sectors. Christian Daub is the Managing Director of this branch, responsible for leading commercial operations including sales, marketing, key account management, and trade marketing.
European Business: Mr Daub, the German meat market is considered one of Europe’s most demanding. Why is Danish Crown so strongly committed to it?
Christian Daub: Precisely because of that. Germany is Europe’s largest consumer market, but also one of the most competitive and price-sensitive. At the same time, expectations regarding sustainability, quality, and convenience are rising steadily. For us, that’s both a challenge and an opportunity. Danish Crown is a long-term player here. Our success depends on staying relevant with high-quality products, both in retail and food service. As part of that, we’ve sharpened our brand strategy: Danish Crown Professional now serves as our dedicated brand for the food service sector, while Tulip remains our established label in retail. This clear separation allows us to address the specific needs of each market more precisely. With the growing focus on transparency and origin, we also see rising demand for trustworthy supply chains – which we can offer thanks to our integrated model.
European Business: What’s the role of your Hamburg operation?
Christian Daub: Hamburg is our commercial centre in Germany, responsible for sales, marketing, key account and trade marketing for processed products. It combines our retail and food service units, which work parallel, but also closely together, especially in development and innovation. With around 30 to 40 employees here and support from external agencies we manage roughly 220 to 230 million EUR in revenue. About 140 million EUR of that comes from retail, where bacon alone represents about half the turnover. We’re Germany’s leading bacon brand and strong in meatballs, burgers, and canned goods. In food service, we offer a growing range tailored to professional kitchens – pork and beef classics, but also poultry and convenience innovations like our Crispy Chicken Burger. The Hamburg team aligns Danish production capabilities with local market needs, helping us act fast and deliver relevant solutions.
European Business: What is the core of your product strategy?
Christian Daub: Focus and depth. We invest in categories where we are strong and can add real value: bacon, meatballs, burgers, and high-quality convenience. In these, we aim for clear market leadership, not just presence. We expand our range selectively, for example with organic or ready-to-eat formats, but always long-term. Everything is tied to consumer demand, product quality, and operational excellence. By working closely with our retail and food service partners, we ensure that innovation is commercially viable. Rather than chasing trends, we focus on consistent improvement, whether through recipes, packaging, or shelf life.
European Business: Bacon has a leading position. But is it still a growth market?
Christian Daub: Absolutely. Bacon is well established in the UK or Scandinavia, but in Germany it’s still underdeveloped. Many consumers don’t know how to use it or see it only as a breakfast food. That’s why we invest in trade marketing and consumer education – with ideas, recipes, in-store communication, and digital campaigns. The goal is to show bacon as a versatile ingredient for all kinds of dishes, from pasta to burgers. We also see growth in value-added formats and new cuts. It’s not a niche, it’s a product with untapped potential. And with state of the art production and strict quality controls, we can guarantee a standard that supports trust and encourages trial.
European Business: What’s Danish Crown’s position on sustainability?
Christian Daub: As a farmer-owned cooperative, we’re directly connected to agriculture, where over 80% of meat-related emissions originate. That gives us both responsibility and the tools to act. Our science-based targets aim for a 50% emission cut by 2030 and climate neutrality by 2050. We support our farmers in reducing emissions, improving feed efficiency, and tracking carbon footprints. We also work with scientists and retailers to ensure transparency. Especially for private label products, our sustainability performance is closely scrutinized. It is not just a marketing claim, it is embedded in our operations. We also invest in better packaging, food waste reduction, and certified products like organic or animal welfare meat, backed by traceable systems.
European Business: Where does digitalization come into play?
Christian Daub: Digitalization is essential to stay competitive. Labour is scarce, and complexity is rising. So we use automation for efficiency and digital tools for better planning and control. In production, AI helps optimize processes and ensure quality. Commercially, data-driven insights guide assortment and pricing. The goal is to combine human expertise with digital intelligence in order to empower people, not replace them. Internally, digital platforms improve collaboration across countries and departments. Speed and shared knowledge are becoming key advantages.
European Business: What motivates you personally?
Christian Daub: I’ve always worked with consumer goods – products you can see, taste, and touch. That tangibility motivates me. I enjoy building brands and growing businesses in teams. At Danish Crown, we see our impact in supermarkets or restaurant kitchens. It is also a people-driven business, built on strong cooperation between teams and across national boundaries. Being part of a responsible, forward-looking company adds to my motivation. Personally, I value the mix of strategy and pragmatism – and the chance to contribute meaningfully in a changing market.
European Business: What are your plans for the future?
Christian Daub: To grow selectively, sustainably, and with strong foundations. We don’t want to be generalists – we want to lead in the categories where we already excel, like pork and beef, while selectively expanding in areas with strong future potential such as convenience, poultry, and organic. That also means making our sustainability efforts more tangible for customers. We will invest in brand visibility, digital tools, and partnerships. Meat remains a key part of a balanced diet. Our task is to offer it in a way that’s responsible, enjoyable, and future-ready. At the same time, we aim to strengthen our organization: investing in people, agility, and collaboration to unlock the full potential of our integrated supply chain.