Cut the Crap

Denmark is an impressive agricultural powerhouse and home to the world’s best restaurant. But we are also a nation prone to filling our bodies with crap. Consumers are quality-unconscious and smothered in diluted concepts of quality. And we blame each other for this crappy state of affairs. We have spoken to the Danish Minister for Environment and Food, experts and consumers, and their opinions display more finger-pointing than action. “Cut the Crap” provides insight into Danish consumers’ relationship to foods, the conclusions from Danish food consumers’ opinions of quality, and inspirational insight into how communication about quality is cut to the bone in a world where everything is given a quality stamp. It is about time that we all inject some honesty into branding!


Download the rapport here (Danish only)