Denmark

Danish Crown is a new Olympic partner

Food means a lot to many and makes a difference to far more. Also for the Danish athletes, when dreams must turn into medals at the Olympics in Paris next year. Danish Crown is a new Olympic partner, and the food company is helping to strengthen the foundations of Danish sports and the athletes' path from talent in the local association to Olympic world star.

Posted on Apr 21 ,00:15

Danish Crown is a new Olympic partner

Now Team Denmark and DIF can write another prominent player on the team card with Danish Crown as a new Olympic partner. The collaboration rests on the shoulders of a natural community of values, as both Danish sports and Danish Crown as a cooperative have their starting point in the idea of association.

"With the Danish Crown on the team, the athletes and Danish sports stand even stronger - both when the flame is lit in Paris in 2024, and when the fire must be lit in the eyes of children and young people around the country who will one day represent Denmark. We look forward to an exciting partnership that will also expose the transformation that Danish Crown is undertaking in relation to a sustainable transition", says Lars Krarup, chairman of the board of Team Danmark.

Part of what binds Danish Crown and Danish sports together is a shared passion for food and nutrition. For the Danish athletes, a balanced and correctly composed diet is one of the keys to performing. Therefore, a close collaboration between Team Denmark's nutrition experts and Danish Crown's innovation department is a cornerstone of the partnership.

We want to be even better at developing and producing food that makes a difference for the individual. One of the ways to achieve this is through close collaboration with Team Denmark's skilled nutritionists and the athletes they guide. At the same time, it is our goal to be able to inspire both top athletes and ordinary Danes to put together a balanced diet that both tastes good and contains the proteins they need, says Tim Ørting Jørgensen, Group CEO of Danish Crown.

It is an ambition that Team Denmark and DIF share. Therefore, Danish Crown can put the Olympic rings on selected products for a period leading up to and during the Olympics in Paris, as well as at the Olympic Games in 2026 and 2028.

"We spend a lot of time helping the athletes put together a good, varied diet, where we use good ingredients from as many different food groups as possible. Meat is a natural part of many athletes' diets, and if we can develop new exciting products with this partnership and inspire how good nutritious meals can be put together in an easy way, it will help athletes at all levels", says Søren Lavrsen, who is a nutritionist in Team Denmark.

As early as next week, Søren Lavrsen and Danish Crown's product developers will join sprinter Ida Karstoft, rower Bastian Secher and swimmer Helena Rosendahl Bach in the kitchen to kick-start the new partnership by working on the first new ideas.

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