The blue-chip pharmacy chain Vons will be offering free green prescriptions to customers at its new pharmacy school in Denmark’s capital, Copenhagen, as part of a drive to reduce waste and boost customer trust.

The free prescriptions are part of the pharmacy school initiative, which is a pilot of a new program that has been designed to increase customer satisfaction in the country’s pharmacy sector, according to a statement by the company.

Vons is also providing free prescription and pharmacy insurance to customers to ensure they are aware of their options, it said.

“We have been offering free prescriptions to our customers since the start of the pilot program,” Vons chief executive Johan Kretschmann said in a statement.

“We are proud to be part of such a great initiative to encourage customers to take their medicines at home.

The initiative is designed to encourage patients to have more personalised shopping experiences, which are crucial to helping to save money.”

Vons has been offering green pharmacy prescriptions for several years, but its pharmacy school program was launched in January.

The company said the first batch of free prescriptions have already been delivered to its customers, with a further batch to follow.

The first batch has already been handed out to more than 1,200 customers and the company aims to hand out a further 300 free prescriptions a day, according the statement.

It is not the first time the Danish pharmacy chain has partnered with social media and media companies to reduce its waste.

Last year, it teamed up with the social media platform Instagram to promote its green pharmacy program and its customer loyalty program.