About Lantmännen and our brand

Lantmännen is an agricultural cooperative owned by Swedish farmers

Lantmännen is not a ordinary company. We are owned by 20,000 Swedish farmers with the task to contribute to the profitability of the farms and optimise the owners’ capital in the association.

Lantmännen works throughout the whole value chain from field to fork with market-leading operations within the processing industry, a long-term business partnership with farmers as well as research and innovation for the future’s food, bioenergy and farming.

We work both locally and in an international market and with grain at the heart of our operations, we refine arable land resources and contribute to a profitable and long-term development for people, animals and the environment.

You can read more about the company Lantmännen at  www.lantmannen.com.

The Lantmännen brand has together with our well-known product brands products created success.

Lantmännen’s brand strategy and brand promise were launched in 2006. Our strategy and brand promise − Together we take responsibility from field to fork − set external frameworks for our entire business, for companies as well as product brands.

The Lantmännen brand today has − after more than 10 years of successful branding − a very high level of brand awareness in Sweden and a unique trust. Lantmännen is ranked as one of Sweden’s most sustainable brands. At the same time we developed both our communication and positioning of a number of our well-known product brands, such as AXA, Bonjour, Kungsörnen, GoGreen, Gooh, FINN CRISP, Schulstad and Vaasan.  

Through continuous brand and communication work we have through the years created an increasingly stronger connection between Lantmännen and our product brands. The Lantmännen brand value forms a basis for trust and demand while the product brands concretise products and our offering.

The brand Lantmännen stands behind our product brands

The brand Lantmännen stands behind and supports the product brands by building trust in terms of responsibility and origin. Through the guarantor on our products and marketing material we show that Lantmännen stands behind the product.

We have used Lantmännen’s general brand promise and strategy to develop brand platforms for both B2B and B2C brands, and to make each brand relevant and effective for each market and customer group.

What direction are we moving in?

Lantmännen has a clear position as an agricultural company and a clear positioning in the food industry in Sweden. We are associated with origin, farmers, trust and responsibility from fork to field.

Our ambition is to be an innovative and leading player also in the future. We must work with and develop the power of the strong connection to our owners – Swedish farmers – with all the unique advantages it involves. In this way we can also increase the coherence of all of our communication and derive more benefit from our investments.