FOOD NATION
The seventh annual Image Brief from Food Nation explores how Denmark is perceived as an agriculture and food leader in two key export markets.
In 2025, we asked decision-makers from Germany and California about their awareness of the Danish agri-food sector, its unique selling points, and the role of innovative technology as a driver of productivity, competitiveness and sustainability.
Denmark ranks 14th in this year’s list of top-of-mind countries for agriculture and food products.
The finding reveals substantial potential to increase awareness of Denmark’s national brand, especially considering the recognised importance of country-of-origin.
However, there is significant variation in awareness levels from country to country. Among decision-makers in Germany, Denmark’s top-of-mind awareness is 3%, while in California, the level is only 1%.
This leaves considerable potential to strengthen Denmark’s international profile further.
of Californian decision-makers say country of origin is either decisive or highly important
of German decision-makers say country of origin is either decisive or highly important
Quality, trustworthiness, food safety, health, and sustainability are the top five attributes associated with Denmark among decision-makers in Germany and California. These values continue to define Denmark’s position as a reliable partner in the global agriculture and food sector.
In comparison, attributes related to innovative technology and resource efficiency receive lower recognition. This suggests that while these capabilities are embedded in Danish solutions, they are not sufficiently visible or prioritised to the same extent as other attributes in key export markets.
To close this gap, it is essential to demonstrate how innovative technology supports and strengthens the attributes most valued by buyers. By positioning technology as a means to deliver high quality, competitive pricing, and sustainable outcomes, Danish exporters can reinforce their relevance and expand their impact in international markets.
When asking the decision-makers from Germany and California about their level of agreement with various statements on innovative technology, it becomes clear that there is widespread consensus on its significant potential to drive change in the agriculture and food sector.
Decision-makers generally believe that innovative technology is essential for staying competitive, improving productivity, optimizing resources and achieving sustainability goals.
of decision-makers agree that innovative technology plays a key role in optimising resources across the agriculture and food sector.
of decision-makers agree that innovative technology is essential to staying competitive in international markets
of decision-makers agree that they are willing to pay more when suppliers clearly show how technology supports sustainable resource management
of decision-makers agree that they actively consider how suppliers apply innovative technology to support sustainability goals
In this year’s survey, decision-makers from Germany and California were asked which areas of agricultural and food operations they see as holding the greatest potential to enhance efficiency and effectiveness through innovative technology.
Overall, their answers indicate that energy consumption, crop production and supply chain optimisation stand out as the top domains where decision-makers believe technology can drive meaningful change.
For Danish exporters, this underlines the importance of connecting technological innovation to concrete efficiency gains. When clearly communicated, these strengths can be leveraged as differentiators in branding and marketing efforts.
Draw on Denmark’s well-established reputation for quality, trustworthiness and food safety. Danish companies should actively use these strengths to enhance brand appeal in international markets. At the same time, highlight the strong value for money and competitive prices, especially considering their the high-quality.
While innovative technology is widely seen as important, it is not yet a decisive factor in purchasing and partnership decisions. Danish companies should more actively communicate the long-term value of innovation by showing how it supports future-proof, sustainable, and resilient solutions.
Decision-makers are more willing to pay more for suppliers that demonstrate a clear commitment to innovative technology. As such, it is essential to highlight how innovative technologies can significantly improve efficiency and effectiveness in the agriculture and food sector. Use concrete examples, such as energy savings, increased crop production, or optimized supply chains.
Build on the strong recognition and perception of Denmark as an innovative technology frontrunner in the agriculture and food sector – particularly among decision-makers in California – to position Danish companies as preferred partners for cutting-edge solutions.
Research local perceptions and preferences of aspects such as ‘quality’ and ‘technology-driven’ to adapt brand strategies effectively. Success depends on aligning with regional priorities – for instance, German stakeholders may tend to more actively seek advanced tech solutions.
Denmark is a frontrunner in innovative, sustainable and efficient agriculture and food production. The Danish food cluster is well-known worldwide for its strongholds in areas like food quality and safety, sustainability, organic food production, gastronomy, health, ingredients, innovative technology and the unique Danish way of collaborating. We like to share our know-how, so you can be inspired in your business.
