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'Find Smiley' - Danish Smiley Scheme That Inform About Food's Safety

Tool category
& type


  • Campaign
  • Keyword(s)

    Communications, Food quality, Food safety, Healthcare, Information, Information campaign, National Rural Network


    'Find Smiley' is a scheme developed by the Danish Ministry of Food, Agriculture and Fisheries in collaboration with the Danish Veterinary and Food Administration. The smiley-scheme is very popular among Danish consumers and the food enterprises and it proved effective in raising food safety. Smileys can be found on inspection reports in all Danish retail food enterprises. All shops, restaurants and other enterprises selling foods and beverages to the public are inspected on a regular basis. There are five types of smiley according to the four degree of compliance with standards assesses during the inspection. Smiley-reports are to be posted in all supermarkets, groceries, bakeries, butchers, greengrocers, restaurants, canteens, hospital kitchens and elderly homes.
    Since 2008, the "elite-smiley" was introduced for enterprises with the best inspection records. A good smiley is a good opportunity to improve the marketing image of enterprises.

    & RDP Region(s)


  • [DK] National Level
  • Main purpose

    The goal of the 'Find Smiley' scheme is to make the inspection results public and to make it easier for the consumers to understand these results through the concept of smiley-faces and help them to make a more informed choice on where to shop. Consequently enterprises have another powerful incentive to secure a high food safety.

    tools used

    Dedicated Website:

    Target audience

    EAFRD Beneficiaries:

  • Farmers
  • Other rural businesses
  • Women
  • Youth
  • Marginalised and Disabled
  • Other EAFRD Beneficiaries

  • Rural Development Stakeholders:

  • NRNs
  • Managing Authorities
  • Other Government
  • LAGs
  • EU Institutions
  • Other Rural Development Stakeholders

  • General Audience:

  • Students
  • Youth
  • General Public
  • Urban Population
  • Rural Population
  • Other General Audience
  • Technical information

    Smiley according to the degree of compliance with the assessed standards provided under the form of a file paper report that all inspected enterprises have to display it public. Scoring 100% on consumer-awareness, the smiley-scheme is probably the best-known public schemes in Denmark.

    Date produced



    The Danish Ministry of Food, Agriculture and Fisheries - The Danish Veterinary and Food Administration

    Distribution & Promotion

    Promoted on both websites of the Danish Ministry of Food, Agriculture and Fisheries and The Danish Veterinary and Food Administration and on their own website (

    Assessment of effectiveness

    Very positive. 88% of the enterprises agree that the scheme is "a good or very good idea". This is based partly on the fact that 86% say that their last smiley was 'fair' – no matter the smile. 8 of 10 owners or managers say they have held discussions with their staff to secure a happy smiley. And many have improved their routines and standards for the same reason. Enterprises have come to accept that in Denmark only happy smiles are good for business.

    Name of organisation

    The Danish Ministry of Food, Agriculture and Fisheries - The Danish Veterinary and Food Administration

    Type of



    Name of contact person

    Hanne Larsen


    Slotsholmsgade 12 | DK-1216 København K


    (+45) 25 16 48 91