April 20, 2024

Danish Crown admits violating law in climate-friendly pork campaign

Danish Crown, a major pork producer in Europe, acknowledged breaching Denmark's marketing act in a campaign where it asserted that "Danish pork is more climate-friendly than you think", Meat + Poultry reported.

Responding to allegations from the Climate Movement in Denmark and the Danish Vegetarian Association, Danish Crown notified Denmark's Supreme Court on April 12, 2024, confirming the accusations of greenwashing.

In March 2024, Danish Crown faced conviction by the Western High Court in Denmark due to its failure to substantiate labelling claims such as "Climate-controlled pig."

The company emphasised its commitment to future communication about climate measures, ensuring that marketing claims align with specified guidelines.

The company said their focus shifts towards transitioning to less climate-damaging production. Danish Crown will also communicate their climate initiatives while adhering to Denmark's High Court's decision and acknowledging the plaintiffs' claims.

-      Meat + Poultry