Vegetarian Society et al. of Denmark v Danish Crown

Summary:

At the end of May 2021, three Danish NGOs filed a suit against Danish Crown, the EU’s largest pork producer, claiming that the company is misleading consumers through its campaign that claims its pork production is “climate controlled” and that the pork is “more climate friendly than you would think.” Danish Crown is a cooperative owned by over 6,000 Danish farmers. It has committed to reducing its greenhouse gas (GHG) emissions by 50% by 2030.

According to media reports, the claimants allege that Danish Crown is misrepresenting its climate footprint, and is in violation of the Marketing Act, which the Danish Crown refutes. It states that because the pigs have “grown up on farms with a clear strategy for reducing CO2 emissions,” Danish Crown is not misleading consumers. In its 2020-2021 Annual Report published in November 2021, Danish Crown mentions the lawsuit and that it is cooperating with authorities.

In January 2022, the court proceedings began in the Western High Court. The court has found that the case is “of a principle nature and has a general signification for the application of and development of the law.” The Danish Crown had argued to have the case heard in the Maritime and Commercial Court, which the court has denied. The case will proceed in the High Court.

Case documents will be added as they become available.

At Issue: Whether “climate-friendly" claims made by Danish Crown in its campaign promoting pork amount to misleading consumers through greenwashing and violate Denmark’s Marketing Act.