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Moving towards a sustainable future of meat

Contents 01 Welcome from Jais Valeur 02 Envisioning 2030: The Meat2030 Forum 04 Expert Voices: Inspiration for transformation of the meat industry 06 The Road to 2030: Collaboration for a sustainable future of meat 10 From Ideas to Action: Transforming the industry 11 Looking ahead


Collaboration for a sustainable future Dear Meat2030 Community, We were delighted and honoured to host our first-ever Meat2030, Action for a Sustainable Future forum in September 2018. This multi-stakeholder collaborative forum was a unique chance for ourselves, and those who influence and are impacted by our industry, to come together to understand what is needed for meat to be a valued, vital, sustainable and positive force for food systems and society. More than 200 scientists, customers, farmers, food concept makers and sustainability thinkers joined us to reflect on and co-create ideas for a more sustainable future of meat, by responding to questions on farming practice, transparency and consumer behaviour change.

Danish Crown envisions a Our industry is facing, and creating, big challenges. Environmental concerns, changes future where consumers to consumption, and health worries are all issues that need to be addressed. We as actively seek sustainably an industry are now faced with an urgent need to find a sustainable future of meat. Understanding and setting a course for this way forward, and transforming the value produced meat, chain from seed to consumer in collaboration with our stakeholders, was the purpose of our Meat2030 Forum, and an opportunity for us to signal, with great intention, with environmental our commitment to the industry to drive change. considerations and Danish Crown wants to be a leader in the supply of sustainable meat by 2030. rearing methods being is an ambitious goal that will not be without difficulties. We will need to priority purchase drivers. This transform the entire value chain, from farm to table, and for that to be successful we need the market to join us on this journey. On the supply side, we envision a future where This document details the outcomes of the day, which we are sharing with all our stakeholders and attendees of the Meat2030 Forum. For those of you reading who pig production and attended the Meat2030 Forum, I would like to thank you again for your contribution, farming systems are both on the day and since. resilient, diverse, thriving Looking ahead to 2030, it is clear we have work to do, and with the insights and ideas and in harmony with gathered during this special event, we now have a vision and direction for change. nature, where farmers are paid a fair price for Jais Valeur Group CEO Danish Crown products and are an influential and essential part of society and sustainably reared meat.



Envisioning 2030: The Meat2030 Forum

How do we rethink farming practices to achieve a sustainable and healthy meat system? And how can we support farmers to succeed within it?

How can transparency drive the required shifts for a sustainable future of meat?

How can we rapidly change consumer demand for sustainable and high-quality meat?



Action towards a sustainable future of meat Setting ourselves the challenge of answering the most pressing questions facing the meat industry today.


200+ stakeholders, experts, industry leaders and global thinkers convene for 8 hours of debate, discussion and co-creation



Ten leading sustainability and food thinkers provide expert opinion and insight into the changing meat landscape and sustainability challenges and opportunities facing us today (see page 04)

Hosted by innovation experts, three distinct groups take on the challenge of uncovering ideas and solutions to our three big questions (see page 02)



After 3 hours of in-depth and innovative thinking, a number of relevant, scalable and impactful ideas emerge (see page 06)

A commitment from Danish Crown to investigate, invest, partner and drive forward the ideas that have the most potential – for us, for meat and for society (see pages 10-11)



Expert voices: Inspiration for transformation of the meat industry In convening stakeholders at Meat2030, Danish Crown aspired to bring the outside in, with a desire to learn from industry experts and collect insights to inspire a new future for meat. The knowledge and questions of our industry experts framed our afternoon co-creation sessions, and have helped shape the direction of travel for Danish Crown over the coming months and years. The issues raised and ideas generated were challenging, inspiring and constructive, bringing new light and helping us to see an evolved path to a sustainable future of meat. We summarise the key questions and messages to the industry on the following pages. Gunter Pauli Author of The Blue Economy

Løkke Rasmussen The Prime Minister of Denmark

Topic: Collective action to solve global challenges We, as a society, are facing challenges bigger than ever before – challenges which we cannot solve on our own. We need to change the way we eat, the way we live, and change the way we produce as a moral obligation to leave a better world for our children. Denmark has a strong tradition of solving problems by working and acting together, which has been a guiding principle of Danish agriculture for many years.

Lisa Sweet Head of Business Strategy, Centre for Global Public Goods, World Economic Forum

Topic: New business models for a new world Feeding the world’s population needs a radical change in our consumption and production models, addressing them where basic needs are not met. This starts with a shift in mindset. Unless we fundamentally change the way we approach the issues, we are not going to solve them. We need to inspire present and future generations with new business models, new approaches to integrated farming, to waste, and to the financial systems which enable change to happen. The good news? Most of these solutions already exist in nature.

Topic: The global context of protein in an interconnected world With planetary boundaries upon us, the world is waking up to the role of meat production and the meat industry as a contributor to climate change, and business as usual can no longer be an option. We need to find opportunities for the production of global protein by embracing alternatives, advances in production systems and consumer behaviour change – led by changes to the food systems, transparency and technological innovation in meat and proteins.

Michael La Cour Managing Director, IKEA Food Services

Richard Wang General Manager, Win-Chain, Alibaba

Topic: Innovating for change Consumer choices are now driven by sustainability, health and price point as purchase drivers, and retailers must adapt to survive – becoming entrepreneurial in mindset, democratic in design and transparent in supply chain.


Topic: Innovating on retail and food procurement in China Retail sits at the intersection between operations and consumer demand, and should work to both encourage and engage suppliers to work sustainably, and target consumers with sustainable choices.


Stephanie Draper Chief Change Officer, Forum for the Future

Topic: New partnerships in the food chain How do we meet the protein needs of 9 billion people in a way that is affordable, healthy and good for the environment? The industry, consumers, retailers and suppliers should take a whole-systems view, thinking in economies of scale, working together to tackle the broader SDGs in question.

Anne Mottet Livestock Officer, FAO

Topic: Sharing new perspectives on progress considered by FAO To understand the true impact and nature of global protein intake, we must look at both a diversity of diets and a diversity of the production system. Intergovernmental organisations such as FAO are crucial in fostering cross-sectoral collaborations and developing industry and nationwide standards for progress.

Patrick Holden CEO, Sustainable Food Trust

Topic: The true cost of food For every euro spent on food there is a hidden cost in negative externalities such as health, natural capital and social costs. For sustainable food systems to operate at scale, we need a transformative economic environment which internalises this true cost of food.

Soren Søndergaard Danish farmer and cooperative owner of Danish Crown

Topic: 150 years of farming heritage, and re-alignment towards sustainable farming practices To create ‘future fit’ farmer meeting changing, often emotionally driven, consumer needs, we need to elevate the voice of the farmer – connecting fact-based farming and innovative technologies to shifts in consumer patterns.

Charles Godfrey Oxford Martin School, University of Oxford

Topic: Future of food and addressing the urgency of change Without interdisciplinary awareness, transformational academic research, essential dialogue between industry leaders and government, and a political licence to operate, change towards a sustainable future of meat cannot happen.

Claus Meyer Food visionary and activist

Topic: Perspectives on the changing narrative around food For a sustainable future of meat, we need to prioritise solutions which are best for the world no matter where the meat is being produced or by whom – by embracing diversity, transparency and sustainability and encouraging consumers to consider eating meat as an agricultural act. 05


The Road To 2030: Collaboration for a sustainable future of meat More than 200 experts and industry leaders convened to tackle challenges, co-create ideas and develop pathways for a sustainable future of meat. We have grouped these ideas into 9 main tracks – all offering compelling, interesting and impactful opportunities for Danish Crown and the broader industry in driving a more sustainable business and a future-fit meat industry. Danish Crown is now working to incorporate these ideas into our 2030 strategy, taking action to drive transformational change in our industry.

1 Less, but Premium With volumes totalling over 23 million pigs slaughtered per year, there is a clear need to understand how high value, fairly priced and sustainable meat can replace bulk products. Idea #1: Develop the highest sustainability standards on all Danish pig production Idea #2: Create a product portfolio consisting solely of sustainable categories which all farmers can tap into Idea #3: Focus less on bulk, and more on experimenting producers




Sustainable Diets With changing consumption patterns, more informed consumers and the rise of alternatives, the role of meat in a sustainable daily diet needs to be redefined to stay relevant and attractive to the market. Idea #1 Empower consumers to make informed choices based on access to standardised environmental, ethical and economic costs Idea #2 Develop evidence-based nutritional guidelines on a global scale that support sustainable lifestyles while preventing climate change and lifestyle diseases – and make them available for all

2 Integrated Farming, Inspired by Nature Sustainable solutions to our challenges are already in play in nature. Let’s remove the aim to be organic, carbon neutral or high welfare as an end in itself, and take a holistic approach to evolving farming practices. With multiple initiatives, rather than a focus on scale, farmers can produce according to natural principles and increase sources of income.

Idea #3 Create quality hybrid protein options for those not ready to go fully vegetarian, i.e. a ‘meatball’ combining meat, veggies and fibre in an optimal and tasty diet

4 Transparency, Transparency, Transparency

Idea #1 Reduce environmental impact with analysis and assessment of nature-based, integrated farming for priority and/or top tier farmers and suppliers

There is a radical need for full transparency across the full value chain for making better and more sustainable business and consumer decisions. This includes metrics, measurements, labelling and ranking products and production methods.

Idea #2 Diversify revenue streams for farmers, e.g. co-farming of pigs and chickens or pigs and apples

Idea #1 Big data to calculate and define sustainability for the industry and enable uniform measurement

Idea #3 Bring together different species of animals, vegetables, crops and forestry through holistic farming culture

Idea #2 Open-source data on the value chain and life cycle of pork

Idea #4 Define a 2030 vision for sustainable agriculture with goals and incentives

Idea #3 Collective action for smart labelling – full transparency to the consumer


5 Connecting the Value Chain for Responsible Consumption and Fair Prices Understanding the true cost of meat production on the environment, on health and on the economy, and then driving collective action towards consistent and agreed metrics across the meat value chain.


Idea #1 Industry-wide sustainability alliance to promote, label and measure sustainable food consumption Idea #2 Standards and guidelines for sustainable food to promote knowledge-based food consumption and eliminate waste Idea #3 Incentives for sustainable choices for both consumers and farmers


Changing the Food System Taking a holistic view on food production and consumption across the entire system, and working together to rethink and ensure food security for all within our planetary boundaries. Idea #1 Carbon taxes and true cost accounting to encourage producers and retailers to make climate-friendly choices Idea #2 Politicians to change laws and subsidiary systems to promote required consumption behaviour and production focus Idea #3 Vertical integration in the value chain to maximize common benefit and avoid sub optimization on sustainability, e.g. on technological innovation with cross-company targets

Give Farmers a Voice Farmers need to be involved in the change and be recognized for their actions on sustainable progress. Too often, heavy demands with insufficient investments and support make changes difficult in this critical part of the value chain of food. Idea #1 Set a vision for sustainable agriculture in Denmark with shared goals and actions Idea #2 Incentivise and reward farmers for meeting sustainability targets Idea #3 EU subsidies for new technologies and innovation for sustainable agriculture Idea #4 Rank all food products, with higher price and value for sustainably produced products



8 Impactful Partnerships The best new solutions do not come from single companies or in silo thinking. They come from localised knowledge, shared goals and co-operation across industries. That is why we need more room for radical innovation in products, concepts and business models. Idea #1 Establishment of collaborative innovation playground to drive radical change in the consumption and production of meat Idea #2 Financial systems, new business models and marketing opportunities to take these ideas from concept to prototype to scale


Sustainable Feed Sustainable animal feed has been identified as a key leverage point in the transition towards sustainable livestock production. There are plenty of gains in producing locally grown and technology-based feed to reduce pressure on land and water use. Idea #1 Assessment and audit of current feedstock based on the 9 sustainability criteria set out in the feed compass project Idea #2 ‘Plant-based pork’ – feed from C02-neutral plant production Idea #3 Feed from locally sourced agricultural waste or human food waste



From ideas to action: Transforming the industry The ideas shared during the Meat2030 Forum, the challenges posed to the industry, and the questions posed to Danish Crown and our community of stakeholders, have given us an even stronger sense of direction towards a sustainable future of meat. Our role now is to understand what this means for Danish Crown and for our industry. We know this won’t be easy but we feel confident, inspired and ready for the challenge, and – as showcased during the event – rapid, industry-wide and impact-driven change is possible.


Looking ahead Danish Crown is committed to driving transformative action towards a sustainable future of meat, and since the Meat2030 Forum we have been working intensively to define a sustainability roadmap for the future of meat.

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Communicating our promise to customers, employees and society on a sustainable future for meat by 2030

Continuing the dialogue with key stakeholders

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Defining the main transformational changes to drive and take part in

Shaping and deepening our concrete commitments

The Meat2030 Forum marked an exciting, action-oriented and impact-focused journey towards a sustainable future of meat. Join us and stay updated by visiting, or share your ideas on social media by tagging your posts #Meat2030.