FDBusiness.com

Farmer-owned Danish Crown is setting a new direction towards a more sustainable future from farm to fork. A new brand and narrative will make it clearer to customers and consumers that Danish Crown has started this transformation. At the same time, Tulip Food Company is to change its name to Danish Crown Foods.

Danish Crown plans to unite its 6,800 farmers and 29,000 employees in a new purpose: ‘Together, we create a more sustainable future for food’. In doing so, the company is setting a new direction for one of the world’s largest pork exporters. The new company purpose is supported by a new logo and visual identity that has been unveiled at its 75 sites and offices in 23 countries across the group.

“We want to create a closer link between our farmers and our consumers and to make it easier for consumers to make climate-friendly choices,” says Jais Valeur, chief executive of Danish Crown. “We are setting a clear direction for owners and employees; and we are sending a clear message to our customers and society in general about our vision to create a more sustainable future for food. We are changing the old Danish Crown corporate brand into a new brand identity that brands both company and products, says From interviews with our customers, we know that they think that the Danish Crown narrative is a great story and that it has potential as a much more visible brand. On top of that, consumers want more transparency, provenance and more sustainable products. Current and future colleagues and farmers also want to know more about the future they sign up to.”

He adds: “We have given ourselves a challenge to produce more sustainably. Our farmers and employees want to deliver that change and we have to be better at communicating our story.”

Earlier this year, Danish Crown set an ambitious goal of reducing greenhouse gas emissions by 50% by 2030 across the entire chain from farm to fork. Now 90% of Danish pigs come from sustainability-audited farms – and even more pigs are on their way.

For Tulip Food Company, it is a landmark day because the company is changing its name to Danish Crown Foods. The Tulip name, which is a 100-year-old brand, continues as a product brand, but not as a corporate brand.

“It is a natural next step for us. The new consumer demands require that we move closer together throughout our value chain and that we create the link back to the farmers behind the products. We feel at home under Danish Crown, which gives us an obvious opportunity to use our sustainability agenda to further strengthen our current product brands,” explains Kasper Lenbroch, chief executive of Tulip Food Company.

The change of identity means that 75 factories and offices around the world will have new signs, flags etc. A new brand web site is being launched that sets out the new direction. Over the coming months, the new Danish Crown corporate brand will begin to appear on the group’s products.