Danish Crown unveils new brand identity

By Aidan Fortune

- Last updated on GMT

Danish Crown has unveiled its new brand identity
Danish Crown has unveiled its new brand identity

Related tags Pork Packaging equipment & materials

Pork processor Danish Crown has launched new branding, with an increased focus on sustainability.

The change of identity is being rolled out across 75 factories and offices around the world. A new brand web site is also being launched today that sets out the new direction. Over the coming months, the new Danish Crown corporate brand will begin to appear on its products.

“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,”​ said Jais Valeur, CEO of Danish Crown. “Today, 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.

“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.”


Valeur explained that the new look is part of the company’s focus on sustainability. “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,”​ he said.

“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.”

Tulip name change

As well as the rebrand, Tulip Food Company is to change its name to Danish Crown Foods. Tulip Food Company CEO Kasper Lenbroch said: “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.”

Last month, US processor Pilgrim’s Pride acquired Danish Crown’s Tulip UK division for £290m​.

Related topics Business Prepared foods Meat

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