New Danish showroom for quality food

Denmark’s ambassador to China, Mr Friis Arne Petersen, took part in the ribbon cutting ceremony at the opening of ‘Danish Showroom’ in Shanghai today. The showroom will offer Danish companies new opportunities for doing business on the fast growing market for high quality food and beverage products in China.  


In order to strengthen the visibility and business of Danish food suppliers The Trade Council China of Ministry of Foreign Affairs of Denmark together with The Danish Showroom in Shanghai have developed a new sales and promotion platform for Danish food and beverage producers who wish to sell to the growing Chinese market.


Denmark’s ambassador to China, Mr Friis Arne Petersen, took part in the ribbon cutting at the opening ceremony:


“Denmark has a long tradition for food production. And for many decades the food has not only been produced for the Danes themselves, but also for consumers in other countries. And as Danish consumers probably are some of the most demanding in the world, Danish food producers are used to adhering to these high demands”, the ambassador said.


More than 100 guests, including Danish and Chinese press, were given the opportunity to see and taste what Danish food industry can produce. 18 Danish companies are present at the showroom representing all kinds of food products, ranging from seafood and cherry wine to organic baby food. In addition to quality products, the Danish companies are well known for high standards of environmentally friendly products, food safety and user friendly-packaging.


“Danish food products are innovative and Danish food producers are continuously striving to develop food which is even better, even more interesting and even more tasteful. This is also the case for the food present here in the Danish Food Showroom today. This opens up for a new way of presenting Danish food products in China and I am sure that the showroom will succeed in better promotion of Danish food in China”, the ambassador added”, Mr Friis Arne Petersen said.

The value of Danish food exports to China reached 9 billion Danish kroner in 2010, which is 42 % of the total merchandise exports to China. It is expected, that the agriculture and food exports in 2011 could grow to 11 billion and almost 14 billion in 2012.


The participating companies include well-known international brands such as Arla, Danish Crown and Carlsberg, already present on the Chinese market, but also smaller Danish brands known in Denmark for their quality niche products are represented at the Showroom. Common for all of them is their wish to tap into the growing Chinese market.


The purpose of the showroom is to gain exposure and awareness for Danish quality food and beverage products through displaying the products, but also by function as a meeting, business and event hub. The showroom also has the facilities for promoting high quality Danish products to Chinese importers, distributors and retailers.

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