Goodvalley

Former private label supplier Axzon becomes Goodvalley

International pork producer headquartered in Copenhagen with production facilities in Poland, Ukraine and Russia. Founded in 1994 by Tom Axelgaard, it’s now owned by a group of Danish farmers. In 2017, Goodvalley’s turnover was over DKK 1.5 billion with an operating profit of DKK 426 million.

From field to fork

In the 90s, Danish farmer Tom Axelgaard had an idea: He wanted to create an agribusiness that owned the entire value chain from field to fork. Tom believed this would lead to a more sustainable and climate-friendly production system, and guarantee documentable food quality. And so, the first farm opened in Poland in 1994. Since then, the company has expanded and is now a major international group with a new, unified identity under the corporate brand, Goodvalley.

A company built on high ideals

As a former private label supplier, the group has, over the years, navigated its way through a competitive, price-driven market. However, the group has long held the ambition to create more value in the marked based on its unique vision to be self-sufficient and produce climate-friendly, sustainable products. To accomplish this, Kunde & Co helped carrying out a Corporate religion project that redefined the new brand and strategy.

International consumer survey

The challenge was how to best use the group’s unique strengths to create a brand concept that would appeal across markets. Kunde & Co developed an international consumer survey to gather input from more than 4,000 Danish, Polish, Ukrainian and Russian consumers. They were asked to share their opinions on the brand’s positioning and identity. Insights from the test were then used to develop the new brand concept and strategy, which were then rolled out internally throughout the entire organisation.

Integrated launch campaign in Poland

Goodvalley products were first launched in the Polish market. Kunde & Co developed the go-to-market strategy and creative elements that underpin the biggest campaign in the group’s history. The campaign used TV commercials and digital and social media to introduce Polish consumers to Goodvalley’s range of GMO-free, climate-friendly products from pigs raised without antibiotics.