Strategy 2022

Vision, purpose, and business concept

We generate profitability through knowledge.

Animalia aims to contribute to increased value creation, reduced costs, and high trust in Norwegian meat and egg production.

Business Concept
The joint company of the meat and egg industry to enhance sustainability and long-term competitiveness for farmers and the industry by delivering knowledge-based, valuable, and cost-effective services


Current and Solution-Oriented
We are innovative, identifying trends and professional issues early, continuously updating ourselves, and translating our knowledge into practical benefits for our owners, partners, and customers.

Competent and Honest
We maintain high professional integrity, document our positions, and strive for transparency in all communication.

We respect the opinions and values of others and are clear in our own arguments. We give and receive feedback and share knowledge with colleagues, customers, and partners.

Animalia and Norwegian Meat and Poultry - Overview of Challenges

The challenges are increasingly characterized by a critical focus on livestock-based food production, meat, milk, and eggs. Meeting these challenges requires basic knowledge of the entirety of the Norwegian food system and the importance of food safety. At the same time, it requires the will and ability to make changes in operations and production methods, documentation, and transparency that includes all actors in the value chain.

For Animalia, this means increased requirements for knowledge development, professional outreach and development of knowledge-based serviced aimed at all of the value chain for livestock-based food production. In addition, Animalia will contribute with a professional voice in the social debate on the most reputation-critical areas. Animalia knows the strength of meat and livestock production and is aware of the challenges. 

Major challenges facing the meat and egg industry include:

  • Financial constraints throughout the entire value chain
  • Meat’s reputation is being challenged due to health, sustainability and animal welfare concerns
  • Norway’s high animal health and food safety standards are under pressure from increased (global) travel, international trade, climate change and changes in the regulatory environment
  • A high level of expertise of raw materials, meat technology and quality throughout the value chain is needed to ensure the quality of raw materials and products
  • Technology development and digital transformation must contribute to increased efficiency and competitiveness
  • Changes in funding and regulation of R&D activities place greater demands on industry participation
  • The demand for competence among all value chain players is increasing

Key Focus Areas

All activities at Animalia are aimed at ensuring sustainable meat and egg production and the central role that livestock-based food production plays in a sustainable Norwegian food system. The food system should leverage the Norwegian resource base and advantages such as good animal health and welfare.

Animalia aims to contribute to the digital transformation of livestock-based food production value chains. This change is intended to enhance competence and ensure efficient resource utilisation, simplification, comprehensive documentation, and transparency. This should encompass all producers and stakeholders. Animalia's targeted efforts in digitalisation and automation will be continued and strengthened across all areas of expertise.

Business Development
Animalia's unique expertise and position are intended to provide a foundation for income growth through service sales and increased research activities. Animalia's market and customer orientation will be reinforced by further developing existing services, creating new services and products, and exploring opportunities in new areas and markets. Animalia's finances should become less dependent on the turnover levy to ensure that the organisation's professional activities can be sustained under changing conditions.

Ambitions, Goals, and Strategies

Animalia's activities shall be based on professional expertise and documentation with an emphasis on open sources, reporting, and verifiability. Based on its professional reliability, Animalia plays an active role in initiating changes in the industry, contacting authorities, and participating in public debate. Providing an arena for focussing on the entire value chain, Animalia aims to use its professional expertise to solve sector-specific challenges for both the industry and clients.

Animalia shall continue to develop and utilize its "value chain competence", i.e., its knowledge of the various interdependencies within the value chain, by emphasising an integrated, user-oriented, and innovative approach. This value chain competence is one of Animalia’s biggest assets.

Main focus areas

All of Animalia's activities shall contribute to ensuring sustainable meat and egg production and the key role of the livestock sector in a sustainable Norwegian food production system. Norway's food production shall make use of the country's natural resources and such assets as good animal health and welfare.

Animalia shall contribute to the digital transformation of the value chains for livestock-based food production. This transformation aims to increase competence and ensure efficient resource utilisation, streamlining consistent documentation and transparency. The process must include all manufacturers and other market players. Animalia's targeted efforts on digitalization and automation are to be continued and intensified across all areas of expertise.

Business development
Animalia's unique expertise and position should provide a basis for increased revenue from sales of services and research activities. Animalia's market and client orientation shall be stepped up by expanding existing services, developing new services and products, and utilising opportunities in new areas and markets. Animalia's financial results are to become less dependent on revenue from the marketing fees to ensure that the organisation's professional activity can be maintained in the event of changes in the regulatory environment.

Animalia's objectives throughout the value chain

Sustainable production and nutrition

  • Increase knowledge of sustainable Norwegian livestock production and the use of meat and eggs in a healthy and sustainable diet.
  • Contribute to a transition to sustainable livestock-based food production.

Livestock production

  • Improve all of Animalia's industry-specific applications to become more user-relevant, introduce new functions, and ensure efficient documentation and data sharing.

Animal health and welfare

  • Contribute to a low incidence of production diseases and the control of infectious animal diseases in Norwegian livestock production.
  • Improve animal welfare by establishing efficient systems for implementing improvements and documentation.

Raw materials and processing

  • Assist the industry in utilising technology and know-how to optimise slaughtering, meat cutting and processing to develop sustainable raw materials and products.
  • Further, develop and manage efficient carcass and wool classification systems.

Food safety

  • Contribute to the safe domestic production of meat and eggs and develop cost-efficient, risk-based measures to ensure national and international food safety.

Animalia's interdisciplinary priority areas

Data, digitalisation and automation

  • Further, develop data and digital solutions of crucial importance for producers and the industry as a whole with the aim of increasing added-value creation.
  • Contribute to the industry's digital transformation, and to the adaptation and development of new technology and automation.

Research and development (R&D)

  • Further develop its R&D activities, and contribute to providing the meat industry with an appropriate amount of relevant research as well as securing the future access to expertise.

Professional outreach

  • Strengthen its position in the industry as the go-to place for updated knowledge, and further develop its role as a useful source of information for consumers and the general public.
  • Increase revenue from professional outreach and consulting

Business development

  • Animalia's professional activity funded by the marketing fees shall have a high benefit-cost ratio for producers and the industry as a whole.
  • Increase the share of non-marketing fee revenues.


  • Be a learning and change-oriented organisation, and ensure good staff performance.