SUSTA introduced southern pecans to Denmark this summer in a series of promotions held in Copenhagen. With the help of marketing firm Jøp, Ove & Myrthu and three Danish chefs - Helle Brønnum Carlsen, Jeff Scott Foster, and Keld Johnsen, veterans of SUSTA's chef training program - the pecan has appeared around Denmark in small stores like METRO Cash & Carry and large stores like Inco.

July was the height of an in-store promotion in Magasin du Nord, a popular department store, the week of the Danish Crown Prince's wedding. The food hall at Magasin du Nord, located at Kongens Nytorv in Copenhagen, was one of several sites for the promotion. The SUSTA display promoting pecans appeared in eight department stores in various cities throughout Denmark.

SUSTA fused chefs with pecans during a chef competition, held in conjunction with the Copenhagen Jazz Festival, a premier event of the summer. The competition took place July 2, 2004 at Meyers Madhus, known as the "house of food," which is owned by Claus Meyer, a famous chef and food critic in Denmark. Five chefs were selected to participate in the pecan competition. The chefs were given instructions to prepare a dish using pecans, Louisiana style and a Cajun kick. Seven panelists, many chosen at random, judged the exotic pecan dishes that the chefs prepared. In the end, pecans were promoted as the up-and-coming premier nut of choice for the Danes.