Andreas Friis is slated to become Danish Crown’s new Group Managing Director of HR, starting in early August. Friis joins Danish Crown at a crucial time in the history of the company, as it takes important steps toward building a stronger group identity—one with a winning culture, firm internal goals, ambitious demands and a robust external workplace identity.

According to new CEO Jais Valeur, “Part of what we should become better at is recruitment and retainment of talent in the company. Our new Group Managing Director of HR will focus on areas that play a pivotal role for Danish Crown, including strategy, presentations, people, organization and values.”

The news about Friis comes at a time when the food sector is very low on the career option list of young, highly educated people. Higher on the list is Novo-Nordisk, where Friis has held a number of executive positions in HR since 2005. He was recently responsible for Novo-Nordisk’s Active Pharmaceutical Ingredients unit.


Describing his motivation for the new job, Friis says, “I think Danish Crown is an exciting company, supplying excellent meat and food that people demand. Professionally, I represent the vision of HR to make a difference to business. It has strongly motivated me to hear that Jais Valeur and Danish Crown management consider HR a strategic management discipline. I am looking forward to getting to know the organization and helping to define the challenges of the future.”

Friis’ formal title will be Vice President HR, and Hanne Grønborg will report to him. Grønborg has been Vice President of HR at Danish Crown and the Tulip Food Company since 2009. She will remain in that position until Friis’ start date. After August, Grønborg will take on the role of Associate Vice President and be based at Tulipvej in Randers, with responsibilities in recruitment and management development.