With airlines working to attract well-paying passengers in their exclusive cabins, a number of Danish companies are supplying products to bring them in, providing valuable branding.
A small Danish dairy will supply speciality cheeses to Singapore Airlines. But the dairy is not the only Danish company that supplies products to the airlines’ high-paying passengers.
Preben Ørum, who owns the dairy farm in North Jutland, says he has no doubt that becoming a supplier to SIA is of great market importance.
“We are proud to be able to deliver to Singapore Airlines, which is known for its high quality. In terms of earnings, this does not mean much, but it gives us a huge branding value,” says Ørum.
“I think our project can help to open the doors to Danish quality products.”
Last year, the Danish liquorice company Bülow entered into an agreement with Emirates to supply liquorice to the company’s First Class passengers on all departures.
“There is no doubt that we are proud of the cooperation. Our liquorice now comes to a worldwide audience, and we want the whole world to learn to love liquorice. Emirates is also pleased with the cooperation, so it will continue,” says Sarah Carl, marketing director at Lakrids by Bülow.
“Danish products enjoy a great deal of interest, especially in Asia and the USA, and their synergy between gastronomy and design arouses much attention.”
Food & beyond
Bang & Olufsen delivers headphones for passengers at Singapore Airlines and American Airlines in the expensive cabins.
“When we meet our customers and business partners around the world, we see the connection of Denmark and Danish products with high quality, great design, innovation and sustainability,” says Jens Gamborg, communications director at Bang & Olufsen.
Allan Hoffery, sales and communications manager at Singapore Airlines, is working on getting even more Danish products in their luxury segment.
“We have several ideas in the pipeline, and I’m pretty sure there will be more Danish products on board,” he says. He would not yet reveal specifically what products are involved but confirmed that butter from the dairy was on the possible list.