A unique campylobacter-free testing process on chilled, rather than frozen, chicken cuts developed by Danpo and launched with retailer COOP in February, has failed to impress Danish customers enough to pay a higher price.
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The extra expense of DKr4-5 (US$0.59-0.74) per kilo is only acceptable to about 10% of customers in grocery chains Kvickly and SuperBrugsen, and Danpo director Jens G. Friis admits sales are “far, far under our expectations.”
COOP’s Jens Wang told newspaper Berlingske Tidende he believes the product has failed because consumers do not realise campylobacter is as threatening as salmonella.
The virtually omnipresent campylobacter is estimated to cause about 50,000 cases of food poisoning per year in Denmark but sensible hygiene and preparation methods kill the bacteria.
Danpo is one of Scandinavia’s major poultry companies and is owned by Swedish Spira.
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