New Nordic Food · ―All the Nordic countries have continued to develop the concept of New Nordic...
Transcript of New Nordic Food · ―All the Nordic countries have continued to develop the concept of New Nordic...
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2017-03-14
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Lise Lykke SteffensenCEO NordGen
NordGen Forest Conference 2017 -Innovation and Forest regeneration
New Nordic Food
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How did we create an international succesfull movement?
Why did New Nordic Food become such a success ?
Can we get inspiration to new innovative ideas?
What can we learn from New Nordic Food ?
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• The new nordic kitchen – gastronomy and the new nordic cuisine manifesto from 10 chefs (2004)
• New Nordic Food – a much wider concept(started as a Nordic Council of Ministers initiative and program) (2005)
Let's get the concepts right
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How it all started 14 years ago
Teambuilding and a puzzle
- How to put yourcompetencies intoplay
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Nordic Kitchen Symposium
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Values based on the strengths from the Nordic Region that can be associated to the nature and our culture:
PurityFreshnessSimplicityEthicsSustainabilityResponsibility for taking care of our natural resources
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New Nordic Food
Moving values and word into actual actions, products and become a movement.
Builds on several strengths within the Nordic cooperation and provide value creation for many sectors. Not only the cuisine.
Based on primary sectors and nature. Our very special conditions.
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Globalisation become stronger
Report: The Nordic Region as a global winner region – Nordic Values
Nordic Kitchen Symposium
Århus-declaration on New Nordic Food
Pre- project on New Nordic Food
Global trends and right timing - important parameters for the success of New Nordic Food
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Program I:Development, promote and visualise the Nordic values by linking the nordic strengths togetherwithin:
Gastronomy, food culture, turism, regional developments, design and culture, health, welfare, business developments and geneticresources.
A program across disciplines
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Activities
― Visibility and branding• Kitchen and gastronomy• Nordic design
― Regions and value creation• Diversity in raw materials and food products• Business and competiveness in coastal and rural areas• Adventure economy and turisme
― Networks
A broad program from gene to gastronomy
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Præsentation nr 1 11
Political•Ministers for:•Fisheries, agriculture, food and forestry•Regional developments•Culture•Research and education•Nordic cooperation•Nordic Council
Nordic partners:•Nordic InnovationsCenter•NordForsk•NordGen
Very strong from the political system and partners
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Branding Communication - web
Logo
Brochures
Ambassadors
New Nordic Prize
No formal ownership – it shoulc belongto everyone
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The ambassadorsRené Redzepi (DK)Karen Kjældgård Larsen (DK)Tine Broksø (DK)Tina Nordström (S)Carl Jan Granquist (S)Baldvin Jonsson (IS)Sigurdur Hall (IS)Kim Palhus (F)Juha Korkeaoja (F)Eivind Hålien (N)Wenche Andersen (N)
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Friday, September 22, 2017Præsentation nr 1 14
A movement across national borders and technical areas and interests
A very unusual political debate! Ministers were fighting to getthe word and get time for speeches about food!
A curious and proactive press
More than 400 serious inquiries within few weeks to engage in New Nordic Food, cooperate, seeking information or searchingfor project funds – without any commercials.
A cross sectorial movement across silo thinking
50 MDKK raised within few months for New Nordic Food
A food movement was on move
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Why did New Nordic Food become a success?
― Innovative thinking
― Right timing - hit a trend/movement
― Value based movement.
― Food that people could relate to – we became local
― Based on nordic values and identity
― Broad scope – public appeal – something everyone couldrelate to in their own way.
― Across disciplines and linking different competencies
― Cooperation and communication
― No formal ownership
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Success? Or ?
― Hard to measure the success - according to several reports
― It did not become the lever for the export as first anticipated.
― Part of the gastronomic elite is either tired or did never
understand the possibilities within New Nordic Food
― The Concept has been misused and misunderstod, like ”New
Nordic School”
― For some people this is only for the elite
― Others associate New Nordic Food with eating insects
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Success? ― Huge improvement and offers of local/regional products and
new innovative quality products
― Today there is significant increased common knowledge of raw products and people are proud of the nordic food culture.
― Nordic chefs and restaurants like NOMA have raised the level of gastronomy and challenged our senses
― Increase in turists that travel to experience our food culture.
― All nordic countries have further developed the conceptsand thinking.
― Google: More than 2.000.000 hits on ”Ny Nordisk Mat”
― 97%* when asked know ”Ny Nordisk Mad”*CMA Research AB januar 2013
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Succes?
― All the Nordic countries have continued to develop the concept of New Nordic Food– in their own way.
― A movement was started. Today we have a differentlevel as regards knowledge, local/regional products, turisme, gastronomy, interests for food and where it comes from.
― 13 years – it has made an impact.
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The last question
What can we learn from New Nordic Food that can be used as an inspiration to new innovative ideas?
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The next New Nordic Food?
Values based on the strengths from the Nordic Region that can be associated to the nature and our culture:
PurityFreshnessSimplicityEthicsSustainabilityResponsibility for taking care of our natural resources
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Inspiration to innovation
o Think across disciplines, tehnologies, silos and humans
o Search for the pieces in the puzzle that you are missing
o Most of what you need can be found on the shelves –use it
o Think big – catch the megatrends
o Create a product that is meaningful to the consumer
o You will meet resistance – dont give up
o Share your knowledge and competencies
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