The purpose of the Danish section is to promote and market a varied range of Danish food products, displaying their safety, high quality and general appeal to quality-conscious Chinese consumers in a familiar setting.
This is the first time ever that a high-end Chinese supermarket dedicates a full section to Danish products, and thus it underlines the unique position of Danish produce in terms of quality and innovation, which the Danish Consul General Mr Nicolai Prytz also noted in his speech.
“Our high standards are not a coincidence: they are a result of a series of initiatives and have been achieved through longstanding and productive co-operation between farmers, the food industry and authorities,” said Consul General Nicolai Prytz.
“In Denmark the consumers are used to extremely high standards when it comes to the quality of our food & beverages. Therefore, only the best will make it – and the rest will fail. You can therefore rest assured that the products present here at the shelves – though being just a small sample of what we have to offer – is of the highest possible quality.”
While Danish produce has always been renowned for its high standards in terms of food
safety, it is also about quality and innovation. In the past few years, in particular, this has been very associated with the trend of “New Danish Cuisine” characterized by its purity, simplicity and freshness. It has truly opened the world’s eyes towards Denmark and made Copenhagen one of Europe’s gastronomy capitals. The most iconic expression of this has probably been the fact that restaurant NOMA in Copenhagen for three consecutive years – In 2010, 2011 and 2012 – was awarded the title of “World’s Best Restaurant” by the Restaurant Magazine.
The area of the Danish section is 20 square meters and is conveniently located at the entrance of the supermarket in order for all the customers to see it as the first thing upon entering.
Source: Embassy of Denmark in China