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Coop is Denmark’s most sustainable brand

Christian Wenande
April 17th, 2018


This article is more than 6 years old.

46 percent of Danes recognise supermarket chain’s green efforts

Coop has worked hard for its green image (photo: Sustainable Brand Index)

According to the 2018 Sustainable Brand Index (SBI), the supermarket chain Coop is the most sustainable company operating in Denmark.

The index (here in English), which is based on consumer opinion, ranked the owners of Irma, Fakta and SuperBrugsen ahead of the pack, followed by last year’s winners Urtekram, Friland, Thise and Rema 1000. Toy giant Lego, Super Brugsen, Irma, Tesla and Kvickly completed the top 10.

“Coop has for a long time actively worked with some of the most important sustainability questions, both in terms of group level and in its chains. And that has really brought results,” said Erik Elvingsson Hedén, the founder of Sustainable Brand Index.

According to SBI, 46 percent of Danes think Coop works hard within the environment and climate arena, while 43 percent said the chain performed well when addressing social questions like diversity and working conditions.

READ MORE: Lego launches first sustainable bricks

H&M woes
The sustainability queries most pertinent to the Danish consumers were organics, food waste and healthy products.

The company that boosted its sustainable image the most since last year was energy provider Ørsted (formerly DONG), which increased its green brand by 15 percent. Conversely, the company which suffered the biggest drop was H&M – which was in the news for burning discarded clothing.

Other notables in the index included Arla (11), Ikea (14), Carlsberg (26), Danish Crown (40), Georg Jensen (76), Pandora (126) and YouSee (147).

See the entire list here.


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Moreover, 21 percent of those surveyed admitted to medicating their kids with paracetamol, such as Panodil, before sending them to school.

The FOLA parents’ organisation is shocked by the findings.

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At Børnehuset there are fears that parents prefer to pack their kids off with a pill without informing teachers.

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Parents, when confronted, often cite pressure at work as a reason for not being able to stay at home with their children.

Many declare that they simply cannot take another day off, as they are afraid of being fired.

Allan Randrup Thomsen, a professor of virology at KU, has heavily criticised the parents’ actions, describing the current situation as a “vicious circle”.

“It promotes the spread of viruses, and it adds momentum to a cycle where parents are pressured by high levels of sick-leave. If they then choose to send the children to daycare while they are still recovering, they keep the epidemic going in daycares, and this in turn puts a greater burden on the parents.”