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Danish Crown signs Memorandum of Understanding with Alibaba Group’s Tmall

The world’s largest pork exporter, Danish Crown, has signed a Memorandum of Understanding with Tmall, one of Alibaba Group’s business-to consumer e-marketplaces in China, at a ceremony in Copenhagen. Witnessed by Danish Minister for the Environment and Food Esben Lunde Larsen, the agreement will make high quality Danish Crown products available to the 466 million annual active consumers on Alibaba’s e-marketplaces.

As part of the agreement, the meat of 1001 Danish pigs – the number is based on the title of a well-known fairy tale – from one of Danish Crown’s cooperative members on the island of Langeland will be reserved for sale to Chinese consumers, ready for Chinese New Year in February 2018.

David Lloyd, Managing Director UK, Ireland & Nordics Alibaba Group added:

– Danish produce enjoys an excellent reputation in China and I am pleased to announce this agreement with Danish Crown today. Chinese consumers increasingly want reassurance that the meat they consume is of outstanding quality and reared to high-standards, and we look forward to working closely with Danish Crown to enable the 466 million annual active consumers on our e-marketplaces to buy quality Danish meat products on Tmall Fresh to enjoy at home.

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