Danish Crown owner calls for closer consumer contact

By Michelle Perrett

- Last updated on GMT

Danish Crown appeals for closer relationship with customers
The co-owner of meat processor Danish Crown has said there needs to be closer contact with the consumer to understand their buying habits.

Speaking during the MEAT2030 conference in Copenhagen, Søren Søndergaard, co-owner of Danish Crown, said: “I have to get closer to the consumer. They often buy products based on emotions and it’s hard for me to make an investment on my farm based on emotions and not facts.”

The event saw leading thinkers in sustainability and stakeholders in agriculture attend the event, which included presentations by farmers, sustainability experts and politicians on the future sustainability of meat. 

Jais Valeur, group CEO at Danish Crown, said it was important that meat retained its place as a food source.

“We must have the space on the plate, so we will not be irrelevant in the future,”​ he added.

He revealed that the event had seen people working together.

“Although the team of speakers represented both our own farmers and people backing up about the way we produce, there were also a couple of speakers and some of the guests who barely agreed with us, but nevertheless had respect for the initiative,”​ said Valeur.  

Participants worked together to come up with ideas for the sustainable future of meat. These ideas will now be gathered and translated into concrete solutions for Danish Crown.

Kim Kjær Knudsen, member of the board at Danish Crown, said the day was very positive with everyone working together to find “possible directions”​ for Danish Crown.

Prime Minister Lars Løkke Rasmussen was present at the event and praised Danish Crown.

“We need cooperation at an unprecedented level to solve the climate crisis. We simply cannot continue this way and there is a need to change the way we eat, live and produce. 

“Therefore, I am very pleased that Danish Crown, one of the world’s largest meat producers, has chosen to hold this conference.” 

Related topics: Retail, Denmark, Pork

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