Danish Crown launches new premium beef brand, Masterpiece 1887
DENMARK – Danish Crown has introduced its latest premium beef brand, Masterpiece 1887, as part of its efforts to expand its market reach and emphasize the company’s heritage in cattle farming.
According to the company, the new brand is not just about delivering superior beef but also about creating a comprehensive experience that highlights tradition, quality, and a connection to its historical roots.
A spokesperson for Danish Crown explained that Masterpiece 1887 is designed to showcase the story of Danish cattle farming, which spans over a century.
The brand aims to offer customers not just a product but an opportunity to engage with the history and craftsmanship behind each cut of beef.
The company believes that serving Masterpiece 1887 beef allows consumers to become part of this enduring narrative, brought to life by top chefs around the world.
The brand focuses on specific techniques to ensure exceptional quality.
Hanging, a traditional method of suspending beef during transport, is used to maintain freshness.
Maturation processes combine traditional and modern techniques to bring out the best flavors in the meat.
The beef is selected for its marbling, ensuring a rich, juicy taste, and dry-aged cuts are carefully chosen by experts to deliver a unique culinary experience.
The launch comes as Danish Crown undergoes significant leadership changes. In August, Anders Aakaer Jensen was appointed Group Chief Financial Officer.
Jensen brings extensive experience from his previous roles at international firms, including DOVISTA and Bang & Olufsen.
His appointment follows the hiring of Niels Duedahl as Group CEO, marking a period of strategic transformation for the company.
Asger Krogsgaard, Chairman of the Board, highlighted Jensen’s ability to manage complex changes and deliver growth under challenging circumstances as key factors in his selection.
Jensen, who has served as Group EVP and CFO at DOVISTA since 2018, played a pivotal role in steering the company through a period of expansion.
His expertise is expected to be instrumental in guiding Danish Crown through its next phase of development, aligning with the ambitions set forth by the introduction of Masterpiece 1887.
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