Case Snellman: How can a meat production company succeed in a modern food culture where consumers are seeking sustainability?

noren
14.3.2025 Case

In a rapidly changing operating environment, Snellmanin Lihanjalostus (Snellman Meat Processing) recognised the need to reassess its role in today’s world and to base its strategic choices more firmly on a deep understanding of shifting consumer values. The ambitious goal was to secure a position as a market forerunner and ensure profitable growth.

Throughout its 70-year history, Snellman has invested in quality, strong brands, and the sustainability of its production chain.

Through this project, the organisation took a significant leap toward consumer-centric thinking by making the changes in consumers’ world the starting point of its strategy process. The participatory strategy process created a shared understanding of consumers, which made making bold strategic choices possible.

 

“We have done something unique: we now have a consumer-oriented language and operating model from strategy all the way to the production chain.”

–Juuso Reinikainen, Chief Marketing Officer

 

Project Objectives

  • Foster consumer-centric thinking and language across the organisation
  • Provide actionable guidelines for the business unit and clarify where focus should be directed
  • Make sharp, insight-driven strategic choices that secure a forerunner position in the market also in the future

 

Our approach was based on interpreting new data through a purposefully designed open/closed strategy process.

  • Phase 1: Defined strategic goals, key questions, and hypotheses
  • Phase 2: Collected new data to answer those questions
    • Qualitative consumer research using ethnographic methods
    • Market benchmark analysis using semiotic methods
  • Phase 3: Unpacked and analysed the data with a broad group of key personnel
  • Phase 4: Refined relevant strategic options with a core team and evaluated them with the executive leadership

 

This approach ensured a shared way of thinking free from assumptions, and strong commitment to the resulting strategy.

 

Project Outcomes

  • Business target position, and vision and mission to guide operations
  • Snellman’s strategic narrative, consumer-driven cornerstones, and guiding principles for marketing and product development
  • A renewed view of emerging business opportunities
  • A clarified understanding of the changing values and needs of consumers

 

Image: Snellmanin Lihanjalostus Oy

 

Want to learn more? Contact Jaakko Luomaranta jaakko.luomaranta@noren.fi