Danish Crown Accepts Fine Over 'Climate-Controlled Pork'

The cooperative meat company Danish Crown, of which more than 6,000 Danish farmers are co-owners, says that pursuing further legal action against the recent court ruling in public and with consumers could create a misleading impression, and therefore will not appeal.

Afbeelding voor artikel: Danish Crown accepteert boete om 'klimaatgecontroleerd varkensvlees'

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. “Our climate ambitions are a key tool to consolidate our position as one of the leading food companies in Europe,” 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 ‘climate-controlled pork’ 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 ‘more climate-friendly than you think’.

According to the judge, Danish Crown’s ‘climate control’ was not supported by any research, and advertising agencies cannot hide behind freedom of expression to make unfounded claims.

“The 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,” 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.

According to the judge, Danish Crown’s ‘climate control’ was not supported by any research, and advertising agencies cannot hide behind freedom of expression to make unfounded claims.