America News Agency

Long a key US ally, Denmark has recently become a target of the president due to his ambitions over Greenland, a semi-autonomous Danish island. Meanwhile, newly reduced US tariffs of 10% are now hampering exports to one of the EU’s key markets.

Trump has repeatedly said the US should take control of Greenland, home to American military bases, for national security interests. Danish officials have strongly rejected the idea, and now, just like in Canada – which Trump wanted as the 51st US state – consumers are taking a stand.

Sanne, an employee at the Føtex supermarket in Copenhagen, told CNBC: “This is the only way shoppers can make a small protest against Trump.”

Another shopper said: “I prefer European products over American ones not only because of the conflict, but also due to standards. And the conflict is worse than ever.”

The Salling Group, owner of Føtex, Bilka, and Netto supermarket chains, recently added a star symbol to price tags of European brands in over 1,700 stores across Denmark, Germany, and Poland to help consumers avoid US products.

A spokesperson for the Salling Group said this move is not about “boycotting” American products, but rather a response to recent shopper inquiries seeking clearer information on European goods.