Carlsberg focuses on consumer rights at Expo 2000 

Carlsberg and three other large Danish companies at the world exposition Expo 2000 to be held in Hanover, Germany. The link between Man, Nature and Technology is the theme of the exposition.

Carlsberg, Danisco, The Danish Bacon and Meat Council and Arla Foods, four leading producers of food and drink are focusing on consumer rights in a joint exhibition framed by a pyramid of wood and glass.

Carlsberg is among the main sponsors of the Danish pavilion, where subsidiary Royal Scandinavia is also taking part. Germany÷s Hannen Brewery is supplying Tuborg and Carlsberg to the pavilion÷s restaurant. The New Carlsberg Foundation has provided finance for art works that decorate the Danish pavilion.

"Carlsberg is taking part in Expo because it is natural for us as an international concern to take part in an exhibition where the whole world meets," says Carlsberg president chief executive officer Flemming Lindeløv. "Our participation will help strengthen the Group÷s image as a global, consumer-orientated company that supplies some of the world÷s best beer brands."

More than 190 countries are taking part in Expo 2000. In the opening period from June 1 to October 31, Expo expects around 40 million visitors. Most will be from Germany, but visitors from neighbouring countries are also expected. Around 200,000 Danes are expected to pay the exhibition a visit.

The four Danish companies have taken consumer rights as their main themes in their exhibition. The goal is to create a dialogue with consumers about their wishes and expectations. At the same time the companies will show that they produce with a care for quality and the environment, and with an eye on the enjoyment of good tasting products.

The dialogue can start as soon as the visitors enter the food and drink pyramid: Once there they have the possibility to e-mail the companies directly. Questions and comments are received by Carlsberg Corporate Communications, where they are dealt out to the relevant departments.

At Expo 2000, Carlsberg is presenting its interpretation of the10 rights of the consumer for good and healthy food and drink.
 

Consumer rights and how Carlsberg lives up to them

You have the right to enjoy life
Beer is part of our enjoyment and celebration of life. We most often enjoy a beer in social situations. Carlsberg places great emphasis on enjoying beer in a responsible manner

You have the right to be heard
Carlsberg often takes part in dialogue with consumers – such as the Danish Beer Enthusiasts. The Corporate Communications department has daily contact with the media. Carlsberg's quality control takes all consumer complaints seriously. Carlsberg listens to consumers – for example it listened to consumer concerns over the use of GMOs and removed maize from beer production

You have the right to expect innovation
Carlsberg constantly develops new products and packaging types, and modernises the design of bottles, cans and labels

You have the right to know the story behind the product
Everyone can come to the brewery to learn about Carlsberg and how we brew beer. Carlsberg communicates actively through its annual report, the Internet, brochures, presentations and the media

You have the right to good craftsmanship
Beer is a processed agricultural product, brewed by highly qualified brewmasters. Carlsberg has over 150 years experience in brewing and ensuring all our breweries live up to the same standards

You have the right to tasty food and drink
Carlsberg's internationally renowned Research Centre constantly develops new types of beer, and improves the brewing process and raw materials

You have the right to fresh food and drink
Beer is brewed from fresh ingredients. No preservatives are used, which is why beer has a short use-by date

You have the right to safe products
Comprehensive quality and laboratory controls are the consumers' guarantee

You have the right to environmentally-friendly manufacturing
Carlsberg has committed itself to systematically reduce its effect on its environment.