Our Strategy

MISSION

We wish for people to enjoy our range of products and healthy food. We try to continually maintain and grow consumer trust. We are a benchmark of care, innovation and quality.

VISION

PRFoods is a well-known environmentally friendly international company engaged in the production and sale of fresh fish and fish products in Scandinavia and the Baltic States.

STRATEGIC OBJECTIVES

The strategy of PRFoods is as follows:
  • To be among three leading brands in the fishing industry business segment
  • EBITDA margin at least 7%
  • To distribute up to 30% of the annual net profit as dividends

STRENGTHS

  • Objective-driven organisational development
  • Leading brands in the Scandinavian and Baltic markets
  • We have had established products on the Finnish market for more than 30 years
  • Geographically suitable scope and diversified product portfolio ensure sustainable development
  • Solid financial status of the company

RISKS

  • Rapid price growth of raw materials and high volatility of prices
  • Significant increase of the proportion of private label products on the Finnish market
  • High dependence on the two large retail chains dominating the Finnish retail market
  • Risks related to biological assets in the fish business segment