Denmark leads Europe in per capita organic food consumption, significantly surpassing Sweden. To boost organic sales, the Swedish organization KRAV is implementing controversial changes to its standards. These include allowing a debated additive in bacon production and testing new chicken feed for environmental toxins in eggs. KRAV’s CEO, Emma Rung, stated the organization aims to phase out fishmeal in animal feed. The adjustments are intended to make organic products more accessible and competitive. These moves have sparked discussion regarding the core principles of organic certification. The goal is to reverse the trend of lower organic food purchases in Sweden compared to its Nordic neighbors.