The modest yet steadily growing market share of organic food in China has made it an ideal opportunity for Danish organic food businesses to break into the market.

Nicolai Prytz, Danish Consul General to Shanghai (pictured top middle), welcomed at his residence last Wednesday a delegation led by the Danish Agriculture and Food Council taking part in a worldwide organic products exhibition, BIOFACH CHINA 2016.

The market share of organic food in China tripled in 2015 compared to 2007, which, along with tightening local regulations and growing buying power of middle-class Chinese, means ample room for international organic organizations, Prytz pointed out.

Denmark enjoys a leading position in organic consumption, with organic foods and beverages in Denmark accounting for 8 percent of the nation's total consumption, more than any other country in the world. Each Dane consumes 170 euros ($189) of organic foods and beverage per year; by comparison, the global consumption is just 15 euros per person.

Over 7 percent of Denmark's agricultural land is cultivated organically, but the country aims to reach 14 percent by 2020. In the milk sector, which the country is most proud of due to its highly acclaimed quality, organic milk accounts for 10 percent.

Organic legislation

Denmark's confidence in organic products has much to do with its nationwide comprehensive control system, as the country was the first in the world to have organic legislation, in 1987.

The Ministry of Environment and Food of Denmark and its agencies carry out assessments and certifications of to-be organic food operators, including farms, food processing companies and organic production sites, and also conduct initial inspections and visits.

In 1989, Denmark was the first nation in the world to establish an organic food brand, which to this day enjoys a high degree of credibility, including 98 percent brand awareness and an 83 percent confidence rate in its quality among the general public.

Such a strict and dependable system assures Danish and global customers that there are absolutely no additives, sweeteners or transgenic ingredients in the organic foods and beverages being made in Denmark.

Emotional factors

Prytz cites health concerns among the primary reasons why Danes prefer to eat organic, as organic products are believed to be more nutrient-rich and lacking in toxic chemicals.

"It is also because of a strong focus on sustainability and protecting our environment, which is part of our Danish DNA. Moreover, Danes have a preference for local, smaller producers and brands," Prytz said.

Shanghai chef Chen Bin, who specializes in Nordic and Japanese fusion after spending years studying and working in restaurants in Europe, said he is satisfied with the quality of Danish organic ingredients.

Song Xiaohong, the general manager of a company that exports organic food from Denmark to Asia, told the Global Times that after introducing oatmeal to China last year, it has followed up with vegetable seed oil, jam, blueberries and strawberries. These products can be found at Shanghai's major imported food supermarkets.

Chinese inspection

Tan Lixia, an inspector with WIT Assessment, a Hangzhou company hired by the Chinese government as a third-party assessor of imported and domestic organic products, told the Global Times that China's organic regulation is even stricter than Denmark's.

"In some countries, if you prove the land where your food comes from is organic, then your food is considered 'organic.' In China, however, that is not enough. We inspect the actual food to make sure it is truly organic. For example, to make sure there are no heavy metals or pesticides as well as the amount of micro-bacteria in baby milk powder," Tan told the Global Times.

She said as far as she knows, Danish exports of organic foods and beverages are "leading" in these assessments.

Nicolai Prytz, Danish Consul General to Shanghai (pictured middle), welcomed at his residence last Wednesday a delegation led by the Danish Agriculture and Food Council.

 

 

A dinner reception was held at the residence of the Danish Consul General in Shanghai. Photos: Courtesy of the consulate

 
Newspaper headline: Danish DNA