The food and beverage sector has experienced an increased emphasis on the sustainable practice of consumption in the last few years. This shift mirrors the bigger picture of evolving consumption worldwide oriented towards the ethics of social and environmental responsibility (Leer, 2020). The growth of organic consumption in Denmark has experienced a sustained increase in the last 10 years. The use of organic farming methods ensures the welfare of the soil, water and wildlife, which eventually leads to environmental remediation as high as the negativity in conventional agriculture. Danes who constitute an important part of those ordering organic products are mostly young, educated and with high salaries. It is very important to know the demography and likeability of the customers while communicating with the market and launching the product.
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