Danish Crown unveils new brand identity to focus on sustainability

Denmark-based meat processing company Danish Crown has launched its new brand identity, with an increased focus on sustainability.

Under the rebranding initiative, Danish Crown has created a new logo and visual identity. This change in identity has been rolled out across 75 sites and offices in 23 countries.

The new corporate brand will begin to feature on its products in the coming months.

Danish Crown CEO Jais Valeur said: “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.

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

In March, the company set a target to reduce greenhouse gas emissions by 50% across its entire chain from farm to fork by 2030.

According to the company, 90% of pigs currently come from sustainability-audited farms.

In addition to the change in visuals and narrative, the rebranding initiative has changed the name of its subsidiary, Tulip Food Company, to Danish Crown Foods.

Danish Crown noted that the 100-year-old Tulip name will continue to feature as a product brand, but not as a corporate brand.

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.”