DENMARK, Randers. 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 the company has started this transformation. At the same time, Tulip Food Company is to change its name to Danish Crown Foods.
Danish Crown unites 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 is unveiled at its 75 sites and offices in 23 countries across the Group.
„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,“ says Jais Valeur, CEO Danish Crown.
Earlier this year, the company 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.
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.
The change of identity means that 75 factories and offices around the world will have new signs and flags. A new brand website is being launched that sets out the new direction. Over the coming months, the new company corporate brand will begin to appear on their products.