The Danish Salling Group plans to introduce a black star on electronic price tags to highlight European-made goods in response to rising consumer interest in supporting local brands over US products. This initiative aligns with growing anti-Trump sentiment in Denmark due to his aggressive policies towards the region, including the controversial interest in Greenland. Salling Group's CEO clarified that this effort is not a boycott, but rather a service for customers who wish to make informed purchasing choices. This trend may reflect a broader movement in Europe toward using consumer power as a political statement.
"We are making it easier to shop for European brands," CEO Anders Hagh wrote on networking platform LinkedIn with a photo showing what the stars would look like on supermarket price signs.
Hagh denied that the move entailed a boycott of US products. "We will continue to have brands on the shelves from all over the world, and it will always be up to the customers to choose..."
Experts say that consumer forums in other parts of Europe are also considering using purchasing power to convey a political message in protest at the Trump administration's policies.
The Salling Group, Denmark's largest grocery group, said it had received inquiries from customers who want to buy European brands rather than their US equivalents.
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