March 26, 2024

Pork producer Danish Crown found guilty of greenwashing

Leading EU pork producer Danish Crown faced legal repercussions after being found guilty of greenwashing by misinforming consumers with marketing claims about its "climate-controlled" pork and "climate-friendly" production, Ingredients Network reported.

In a lawsuit filed by Danish non-governmental organisations (NGOs) including the Danish Vegetarian Association and the Climate Movement in Denmark, Danish Crown was accused of deceptive marketing practices.

While the court ruled in favour of Danish Crown on certain claims, it found the company in violation of section five of the Danish Marketing Practices Act for misrepresenting the environmental impact of its products. The ruling highlighted concerns about labelling and independent verification of environmental claims made by food producers.

Despite Danish Crown's denial of the claims, the court emphasised the importance of clearer rules regarding communication on sustainability initiatives to prevent greenwashing in the food sector. This landmark ruling is expected to set a precedent for other companies and amplify calls for transparency in marketing claims related to sustainability.

The court case shed light on Danish Crown's commitment to reducing greenhouse gas emissions, as outlined in its annual report for 2022/2023. The company's ambitious climate targets, approved by the UN-backed Science Based Targets initiative, aims to significantly reduce emissions by 2030, aligning with Denmark's national climate goals.

-      Ingredients Network