Everyone is talking about sustainability. Why we have stopped doing it

Sustainability is everywhere. On the political agenda, in the companies' missions and on the menus of restaurants. Everyone talks about it, and some do what they say, while others say more than they do. Our claim is that the concept is slowly being watered down, and it is difficult to figure out when something is sustainable. That is why we have stopped. Not about having a sustainable mindset, but about talking too much about it. We would much rather talk about responsibility.

Because then we get a few steps deeper and see ourselves as a company that takes responsibility for both people and nature in everything we do. This means that our responsibility extends beyond our own land register and on to our suppliers and those who deliver to them. Our ambitions are high - both on behalf of ourselves, nature and the climate. That's what responsibility can do. So shouldn't we rather talk about it instead?