Danish Crown, a Denmark-based food processing company focusing on pork and beef formerly known as the Tulip Food Company, debuted its new brand identity that's aligned with the company's focus on a more sustainable future. The company's rebrand includes a new logo and visual identity that will be debuted at 75 locations in 23 different countries.
Danish Crown's refresh will focus on a narrative that allows customers to identify the brand's new purchase: ‘Together, we create a more sustainable future for food.' The company will now create a closer link between consumers and farmers to ensure there is more transparency and provenance when purchasing sustainable products.
Danish Crowns also announced its goal of reducing its greenhouse gas emissions in half by 2030. In an effort to meet this goal, the company is sourcing all its big from farmers with a sustainability certificate.
Eco-Focused Rebranding Efforts
Danish Crown Debuts New Brand Identity Linked with Sustainability
Trend Themes
1. Sustainable Food Rebranding - Opportunity for food processing companies to align their brand identity with a more sustainable future and focus on transparency.
2. Consumer-farmer Linkage - Opportunity to create closer links between consumers and farmers to increase transparency and provenance when purchasing sustainable products.
3. Reduction of Greenhouse Gas Emissions - Opportunity for companies to set ambitious sustainability goals, such as reducing greenhouse gas emissions, and source products from farmers with sustainability certificates.
Industry Implications
1. Food Processing - Opportunity for food processing companies to rebrand and focus on sustainability, transparency, and reduction of greenhouse gas emissions.
2. Farming - Opportunity for farmers to obtain sustainability certificates and become a source for sustainable products for food processing companies.
3. Retail - Opportunity for retail industries to align their brand with more sustainable sourcing practices and promote transparency and provenance to consumers.