How Collaboration Increases the Market Share of Organic Products

In Denmark, professional kitchens can benefit from the consumers’ increasing demand for organic food. As of 2018, more than 3000 kitchens and eateries are enrolled in the program. The Organic Cuisine Label is an example of the organic development in Denmark.

Ministry of Food, Agriculture and Fisheries of Denmark.

In 2009, the Danish government presented the Organic Cuisine Label to encourage the use of organic produce in professional kitchens. The label allows kitchens to brand themselves by the share of organic products used in the kitchen. Both public and private eateries can join the labelling scheme for free, and, at the beginning of the 10 year anniversary, more than 3000 restaurants, cafeterias, catering firms, staff restaurants, nursing homes, schools and hospitals have joined the program.

Since the implementation in 2009, the organic market share has increased

The idea is simple: Each eatery receives a label that corresponds to the amount of organic food they use in their kitchen. The Bronze label indicates a use of 30-60% organic products, Silver 60-90% use, and Gold 90-100%. The labelling program has been a huge success creating an incentive to increase the use of organic products and the Danish consumer can more easily choose organic restaurants and cafés when eating out. The label is recognised by 58% of the Danish population.

Increasing organic market share
As a result, since the implementation in 2009, the organic market share has increased. For instance, the Danish military barracks have adopted a policy stating that they must use at least 40% organic products in their kitchens. Thus, they are all awarded with the Bronze label. Danish day-care-centres also see that the amount of organic food offered to the children has developed into being a competitive parameter and the food delivered to the kids is now more organic than ever before. In addition, restaurants now have an easy possibility to advertise their engagement in working with organic products in their restaurants and they are encouraged to go from zero percent organic products to reaching the Gold label. This attracts consumers, who prefer organic products.

The Organic Cuisine Label indicates the changes seen in Denmark’s position as the world’s leading organic nation. Today, Danish retail is world-leading in organic sale, having the largest market share compared to any other country in the world. Denmark takes the lead when it comes to the consumption of organic food and has a huge range of organic food products on both supermarket shelves and in the restaurant business.

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