HKScan Foodservice is Sweden’s largest company in meat and charcuterie. Their target market is restaurants and large-scale catering kitchens in both the private and public sectors, through wholesalers. One of HKScan Foodservice’ greatest challenges is to get through to the end-customer via wholesalers and their own sales force, with many different brands, in a world in which the end-customers do not know where the food on their plates comes from. Since the target group can vary from small local taverns and bistros to schools and hospitals, it is essential that we tailor the communication to suit each customer. We give some examples below of the distinctive approaches we took to ensure that more people would be aware of HKScan Foodservice as a supplier.