Danish shoppers 'vote with their wallets' as they boycott US products

Grocery shopping is at the center of an unusual new protest. In one Copenhagen supermarket, shoppers whip out their phones, scan barcodes and decide: into the trolley or back on the shelf.

The new weapon of choice? An app called Made O'Meter — a 'who-owns-what' detector that reveals the company behind the label. It's taking off as anger flares over renewed talk from US President Donald Trump about acquiring Greenland, the territory in Denmark's realm.

For users like Cecilia Estrada, the scan is more than a price check, it's a protest.

'Choose what you support'

"Voting with your wallet is a powerful tool as an individual," she says. "You can actually choose what you support."

Estrada says she's long believed in boycotts, calling them "a weapon" and "a political means." Now, she's using the app to avoid products linked to US-owned brands, and she's not alone.

Made O'Meter's founder, Ian Rosenfeld, says the idea is simple: transparency. 

"It helps users find out who actually owns a brand or product so they can make informed decisions," he explains.

He says the surge in interest reflects a deeper mood. 

"When a friend like the US starts treating you badly, people feel frustrated and powerless," Rosenfeld adds. "This is one way to do something."

Not everyone is convinced the boycott will pack an economic punch. Economists note Denmark imports relatively little food directly from the United States, meaning the hit to American exports could be modest.

But supporters argue this isn't just about dollars and cents but about turning outrage into action, even if it's quiet and personal.

A sense of betrayal

Author and journalist David Trotz describes a sense of betrayal in a country that has historically viewed America as an ally. 

"Suddenly you're in a situation where the country you admired is pushing you aside," he says. "And you decide: what can I do? One thing I can do is boycott American products."

The backlash isn't only happening on screens. In recent weeks, protests in Denmark and Greenland have pushed back against US attempts to claim the island, and shoppers say the supermarket aisle is becoming another frontline.

Back in the store, Estrada's phone buzzes with ownership details. One more scan. One more choice. And at the checkout, a message that doesn't need a megaphone: in Denmark, even the contents of a shopping basket can vote.