Kasper Fogh Hansen Director of communication Guild of

Kasper Fogh Hansen – Director of communication Guild of Food Writers 5 th March 2014

Our programme this evening…. • ’Food Matters’ – how the food revolution is changing Denmark: Kasper Fogh Hansen • Danish Crown and new experiments in meat: Rone Stokholm & Kenneth Hansen • Mikkeller beers – carving out a space for beers n fone dining: Mikkel Borg Bjergsøe • The food language of New Nordic cuisine: Five course dinner prepared by Claus Henriksen • Close (9. 45 approx. ) WWW. THEFOODPROJECT. DK

Understanding Nomanomics WWW. THEFOODPROJECT. DK

More than just a restaurant…. • Encouraging protection of the environment, biodiversity, rediscovery of nature, sustainable food production and local pride • Rejecting luxury and pretence. • Supporting and sharing innovation • Creating new food institutions – the Nordic Gene Bank, Copenhagen Meal House, Claus Meyer and the Opus project, the Nordic Food Lab. • Fostering a global culture of chefs and food innovators • Celebrating the unusual and unconventional: Luxury is not the avantgarde • Changing the way food is produced and sold WWW. THEFOODPROJECT. DK

Yes we can! • New self confidence • From 18 to 140 breweries in ten years • New cereal mills, new cheese producers, new dairies – a journey from monoculture to food pluralism. • New products: cheese, chicken, meats, grains, dairy, seaweed…. WWW. THEFOODPROJECT. DK

Changing thinking in big business WWW. THEFOODPROJECT. DK

And good for business…. • Although overall employment has fallen since 2008, Denmark’s restaurant sector created 5, 000 new jobs last year • Overeas visitors now spend more than the locals at Danish restaurants (€ 1. 4 b vs to 1. 0 b) • One in three tourists visit Denmark with the intention of eating at a particular restaurant. • Copenhagen is the fastest growing ’big city’ destination in Europe (12 % increase in visitor numbers in the last three years) WWW. THEFOODPROJECT. DK

And what about organics… • Denmark has among the highest per capita consumption of organic food • We have the largest organic dairy and meat companies in the world • Our organic exports are boomimg • 75 % of all meals served in the public sector in Copenhagen are organic WWW. THEFOODPROJECT. DK

Some lessons we’ve learned…. • Welcome outlandish and offbeat ideas • Embrace idealism, otherwise there’ll be no creative discourse. • Create new institutions - you can’t change the world with a frying pan. • It’s not just what’s on the plate • Fine dining may be a small part of food that’s eaten but it’s a megaphone to food culture. • Scour the world for new ideas – somebody else may know more than you do • Innovate and share your ideas • Trust in skill and competence - don’t just ask people what they like. • Engage with business and don’t shut the door to anybody who’s never heard of Michel Bras • Until you change what’s on the shelves in the supermarket, you haven’t changed a thing. WWW. THEFOODPROJECT. DK

Velbekomme! WWW. THEFOODPROJECT. DK