Reports

Mr Morten Boje Hviid

Mr Morten Boje Hviid

Morten Boje Hviid is a Danish lobbyist and public affairs professional with a lengthy career spanning corporate, political, and public sectors. He has significant experience in management, political advising, and communications. Earlier in his career, he was a political advisor in Denmark, including roles linked to the Social Democrats, before transitioning into lobbying. Mr. Hviid notably worked as a tobacco industry lobbyist in Brussels, engaging in detailed regulatory discussions on cigarette packaging and tobacco regulation. Since 2020, he has been part of the executive leadership at the Danish Agriculture & Food Council, appointed as CEO, leading policy, sustainability, and communications efforts within Danish agriculture and food sectors. His work exemplifies a strategic approach to political influence, combining industry insights with political acumen to direct lobbying efforts effectively

Mr. Hviid’s lobbying efforts have primarily centered on advocating for the interests of tobacco corporations like British American Tobacco (BAT) during his time as a tobacco lobbyist. His role involved detailed negotiations on tobacco regulation policies in Brussels, addressing highly technical aspects such as packaging design restrictions and regulatory compliance debates. This shows a sophisticated understanding of the regulatory environment and an intent to shape policies favorably for tobacco manufacturers, ensuring less restrictive measures that would benefit their market. Beyond tobacco, his current role at the Danish Agriculture & Food Council signifies his broader lobbying engagement with agricultural and food policy in Denmark and the EU. While not directly lobbying exclusively for the UK, his prior involvement with BAT, a British multinational, implies his influence extends to protecting and advancing British tobacco industry interests within the European regulatory framework. This dual engagement signals his true intention to mediate between corporate interests and political authorities to maintain advantageous policy outcomes for client companies, including BAT as part of the UK’s economic footprint in the sector

Mr. Hviid’s lobbying activities have been extensive and multi-faceted. While working as a tobacco lobbyist, he participated in numerous meetings and negotiations with EU policymakers and regulatory officials, including those in the European Parliament and European Commission. His lobbying included influencing legislation on tobacco control, packaging regulations, and product standards, often focusing on subtle details such as package shape that could affect product appeal and industry costs. These engagements frequently involved debates on the extent and nature of regulatory restrictions. For example, he was involved in discussions over the EU Tobacco Products Directive implementation, where tobacco industry input shaped regulatory provisions. In his capacity at the Danish Agriculture & Food Council, Mr. Hviid continues to lobby Danish and EU politicians, engaging with government officials and stakeholders on issues like agricultural sustainability, food policy, and trade that impact Danish agriculture’s global positioning. Specific meetings with European politicians are not publicly itemized, but his leadership role implies regular strategic interactions aimed at advancing Danish agricultural and food industry interests, which align with broader European trade and regulatory policies. These lobbying activities exemplify his role as a broker facilitating policy outcomes beneficial to his clients, including multinational corporations like BAT, by navigating complex political and regulatory landscapes to influence legislation and policy execution effectively

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