RANDERS, DENMARK — One of the largest pork producers in Europe, Danish Crown, admitted to violating the Marketing Act in a campaign where the company claimed that “Danish pork is more climate-friendly than you think.”

Danish Crown notified Denmark’s Supreme Court on April 12, responding in the affirmative to claims made by the Climate Movement in Denmark and the Danish Vegetarian Association that the pork producer was practicing greenwashing.

In March 2024, Danish Crown was convicted by the Western High Court in Denmark, as the company was unable to document the accuracy of labeling claims like “Climate-controlled pig.”

“Since we withdrew the campaign in 2021, it has been our line that — regardless of the court's decision — we would and will continue to refrain from using the terms ‘Danish pig is more climate-friendly than you think’ or ‘Climate-controlled pig’ in the marketing of our products,” Danish Crown said in a statement on its website.

The company said it plans to communicate in the future about its climate measures with great attention to ensure marketing claims reflect the specified guidelines.

“A trial at several instances is demanding on many fronts,” Danish Crown said. “We now want to look ahead and instead use our efforts on the transition to less climate-damaging production. In these efforts, we will of course communicate about our climate measures within the framework of the Western High Court’s decision as well as this affirmative response to the plaintiffs’ other claims.”