Denmark has the highest market share in the world of organic food and beverages (13,0% in 2021). Danes are proud to have a shared vision to be the world leaders in developing sustainable organic production. Denmark is a small country with a high proportion of agricultural land (good soil, good climate). Danish agriculture is rather intensive with conventional pig production accounting for 22% of the total area. Some people take pride in 'efficient' Danish agricultural production but there are also some concerns; hence the parallel promotion of organic agriculture. It is widely accepted that organic agriculture provides the best balance regarding sustainability issues, animal welfare and environmental problems. The more critical NGOs are, the more these raised issues have pushed consumers towards purchasing organic products. When consumers are asked why they buy organic food, what first comes to mind is protection of the environment, drinking water quality, and good animal welfare (access to outdoor areas). Other motives are food safety and confidence in state certification.

Organic produce is broadly accepted in Denmark. Nearly all Danes (93%) buy organic products from time to time. 55% of all Danes bought organic food every single week in 2020. There is a common understanding among Danish stakeholders including farmers, retailers and politicians that they should cultivate their top position in organic consumption - We want to be world champion. It is motivating us a lot. We are a small country, so we need these success stories.