2017-03-14

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Lise Lykke SteffensenCEO NordGen

NordGen Forest Conference 2017 -Innovation and Forest regeneration

New Nordic Food

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 ?

• 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

How it all started 14 years ago

Teambuilding and a puzzle

- How to put yourcompetencies intoplay

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

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

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

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

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

Branding Communication - web

Logo

Brochures

Ambassadors

New Nordic Prize

No formal ownership – it shoulc belongto everyone

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)

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

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

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

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

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.

The last question

What can we learn from New Nordic Food that can be used as an inspiration to new innovative ideas?

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

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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