The meat corporation has committed in its own policy plans to reduce its greenhouse gas emissions by 50% by 2030, and aims to project a climate-friendly image. âOur climate ambitions are a key tool to consolidate our position as one of the leading food companies in Europe,â said Jais Valeur, director of Danish Crown, at that time.
The accusation of misleading consumers has been ongoing for years, and the use of the controversial term âclimate-controlled porkâ was already removed from brochures and labels in 2021. The court banned that term, but accepted that Danish Crown may claim that Danish pork is âmore climate-friendly than you thinkâ.
According to the judge, Danish Crownâs âclimate controlâ was not supported by any research, and advertising agencies cannot hide behind freedom of expression to make unfounded claims.
Promotion
âThe case is principled and the ruling emphasizes the need for clearer rules on how companies can communicate about their measures to produce food with a lower climate footprint,â said Flemming Nør-Pedersen, director of the Danish Agriculture and Food Council, to Ingredients Network.
Denmark is known worldwide for its pig production and pork processing, with production having almost doubled in the past 30 years thanks to a high degree of specialization and continuity. The agricultural sector contributes 22% to total Danish exports, reports the Danish Agriculture and Food Council.