NY NORDISK MAT ÅRSRAppORT 2013
NY NORDISK MAT Årsrapport 2013 Årsrapport 2013 1 Innehållsförteckning 10 3 INLEDNING 4 VEM GÖR VAD I NNM II 5 NY NORDISK MAT I VÄRLDEN 6 Ti år med køkkenmanifestet og Ny Nordisk Mat 8 KOMMUNIKATION 10 BARN, MAT & HÄLSA I NORDEN 18 12 NORDIC FOOD DIPLOMACY Eurovision Song Contest Master Classes i Shanghai 18 MAT OCH KREATIVA NÄRINGAR Nordic Cool i Washington KreaLab i Stockholm FOOSHION i Shanghai Nordic Sound Bite I LONDON 28 För högre utbildningar – Nordic Sound Bite ©Ny Nordisk Mat 30 Mat för många 30 SME in the Bioeconomy 32 NORDISKA GASTRONOMISKA REGIONER Street Food i Malmö World Food Travel Summit Workshop i Linköping Arenamat i Stockholm 38 Midway evaluation of NNM II 40 42 2 Årsrapport 2013 Medlemmar i styrgruppen Medlemmar i arbetsgruppen EKONOMI Program ansvarig: Magnus Gröntoft, [email protected], +46 705 83 65 66 SAMMANFATTNING INLEDNING Under det svenska ordförandeskapet 2013 har programmet Ny Nordisk Mat II i ökande utsträckning integrerat sin verksamhet med andra aktörer. Syftet har varit flera. Den övergripande strategin har varit att mot slutet av programperioden gradvis minska de åtaganden som NNM II är huvudman för och istället samarbete med andra, nationella aktörer. Med detta vill vi uppnå dels att de värden som NNM II driver (nordiska råvaror, smak, upplevelse, etc.) samt den nordiska samarbetstanken i ökande utsträckning kommer med i de nationella projekten. Syftet har också varit att kompensera NNM II’s 25%-iga budgetnedskärning, med medel från de parter vi samarbetat med. Utfallet av denna strategi har varit över förväntan och vi kan för 2013 redovisa en lång rad aktiviteter, som inom flera områden kommunicerat Ny Nordisk Mat och den potential som ryms i begreppet. AKTIVITETER På de följande sidorna redovisas NNM II’s nordiska och internationella aktiviteter 2013. Det bör uppmärksammas att dessa event bara är toppen på det kommunikativa arbetet. I det arbetet ingår dels förberedelser, men framförallt utåtriktad kommunikation via nyhetsbrev, hemsidor, FaceBook, Youtube, Twitter samt en lång rad konsultativa dialoger, som drivs av alla inblandade i genomförandet av NNM II. KONFERENSER I ramprogrammet står att NNM II skall genomföra en årlig konferens. Detta har gjorts under en följd av år men från och med 2013 kommer vi istället att integrera konferensen med ordförandelandets nationella aktiviteter. Syftet är att gradvis flytta över ansvaret för det nordiska arbetet på nationella aktörer, så att det inte uppstår ett vakuum när programmet avslutas 2014. Under 2013 satsade vi därför extra på två event; Särimner i Östersund, med mathantverk i centrum, samt KreaLab1, tillsammans med Konstakademien i Stockholm och KreaNord, där mat och kulturella & kreativa näringar var i fokus. HALVTIDSRAPPORT OCH HALVTIDSUTVÄRDERING 2013 presenterades en halvtidsrapport samt en evaluering, utförd kring årsskiftet 2012/13. Evalueringen, där ca 250 personer svarat, gav programmet höga betyg. Utföraren sammanfattade utvärderingen med: ”Overall, the respondents believe the program Ny Nordisk Mat to be a fruitful collaboration and the majority would gladly see an continuation of the program. Many respondents points out the importance of working together, …”, se sid 38. VETENSKAPLIGA ARTIKLAR Det skall även lyftas fram att begreppet NNM har granskats vetenskapligt ur olika aspekter med många positiva resultat. En grupp studerade NNM ur ett socialt perspektiv och de faktorer som bidrog till den snabba spridningen. En annan grupp om de sociala medierna och om vilka noder som var viktiga spridningscentra. Under hösten har också det danska OPUS redovisat positiva hälsoresultat med nordiska råvaror. Se NNM II’s nyhetsarkiv. METODIK Det skall avslutningsvis betonas att NNM II har lyckats genomföra ett så omfattande arbete utifrån en genomtänkt arbetsmetodik. Nordisk mat idag är inte bara ett näringsintag för att överleva och kunna arbeta. Mat har i allt högre grad rört sig mot centrum i en lång rad samhällssektorer, allt från hälsa och välstånd till turism och upplevelser. Detta kräver förmåga att integrera olika grupper i arbetet, som normalt arbetat långt ifrån varandra. Tydligt blir detta inom sjukhusvärlden, där god och näringsriktig mat många gånger kan ersätta medicin. Men också inom industrin där många olika branscher måste samverka om Norden skall behålla sitt försprång och sitt välstånd. Här ser många behovet av en ökad samverkan mellan kreativa industrier, vilket idag omfattar både traditionell industri och de kulturella näringarna, där mat & måltider ingår. Årsrapport 2013 3 Vem gör vad i NNM II Projektledarna i NNM II är bara anlitade på konsultbasis och har ingen fast koppling till programmet. De har en varierad budget mellan 100.000 – 600.000 DKK. Projektledarnas budget fördelas på arbetstid samt kostnader för aktiviteterna inom respektive område. Styrgrupp Ordförande Lena Brenner Arbetsgrupp Ordförande Einar Risvik programansvarig Magnus Gröntoft Kommunikation Bettina Lindfors Webb & sociala medier • Mediarelationer Projektkommunikation • Eventkoordinering Nordic Food Diplomacy Charlotta Ranert Barn, mat och hälsa i Norden Harriet Strandvik Nordic Cool, Washington D.C. Eurovision Song Contest, Malmö Samarbete med svenska UD Kampanj om Mat & möten Nordic Design & Innovation Week Shanghai Konferens med Måltidspedagogik på turné & nordisk nätverksträff Norden som gastronomisk region Mat till många Inger M. Jonsson Nordic Street Food, Malmö Nordic Street Food Festival, San Francisco World Food Travel Summit • Arena Mat Samordning av högre utbildning inom offentlig måltid i Norden (magisterutbildningsprogram) Mat och kreativa näringar Elisabet Skylare Bio-ekonomi (SME) Gunnþórunn Einarsdóttir Nordic Cool, Washington D.C. • Nordic Sound Bite, London FOOSHION, Shanghai • Krealab No 1, Stockholm Paneldebatt Cph Food Fair • Nätverk M&KN Konferens med Eldrimner: Særimner – Nordiskt mathantverk 2013 Charlotta Ranert Sveriges ordförandeskap i NMR 2013 Konferens med Eldrimner • Konferens med Måltidspedagogik på turné & nordisk nätverksträff • Konferens med KreaNord Seminarium: Hur skapas hållbara gastronomiska regioner? • Seminarium: Offentlig upphandling och regional produktion Seminarium: Arenamat och idrottsevenemang • Kommunikation under ordförandeåret • Övrigt 4 Årsrapport 2013 NY NORDISK MAT II, I VÄRLDEN Aktiviteter under NNM II’s programperiod 2011 – 2013. Områden Aktiviteter 2013 Barn, mat & hälsa i NordenArenamat, Stockholm Kommunikation Barn – utbildning, Kristianstad Mat & kreativa näringar Eurovision Song Contest, Malmö Nordic Food Diplomacy Fooshion, Shanghai Nordiska gastronomiska regionerGastronomiska regioner, Linköping SME Högre akademisk utbildning, Grythyttan KreaLab1, Stockholm Master Classes, Shanghai Nordic Cool, Washington Nordic Sound Bite, London SME – Särimner, Östersund Street Food, Malmö World Food Travel Summit, Göteborg Gröna ”nålar” anger publika event där NNM II varit ansvarig eller drivande. Blå ”nålar” anger möten inom NNM II Årsrapport 2013 5 Arbetsgrupp Ordförande: Einar Risvik, [email protected] Ti år med køkkenmanifestet og Ny Nordisk Mat For ti år siden satt noen kokker seg ned for å forsøke å definere hva et nordisk kjøkken skulle kunne være. De kom opp med et nordisk kjøkkenmanifest http:// nynordiskmad.org/om-nnm-ii/koeksmanifestet/om01/ som beskriver verdiene bak det de trodde på. Dette er et ikke-dogmatisk dokument som skapte et kreativt rom for kokker i første omgang. De nordiske ministrene likte ideene og støttet den gryende folkebevegelsen med et program som ble kalt det samme som manifestet http://nynordiskmad.org/, men hvor det ble politisk viktig å se på matens betydning også utenfor de høye kokkehattene. Programmet tok samme utgangspunkt som kokkene, men de politisk oppnevnte deltakerne la større vekt på hverdagsmaten og småskalaprodusentene i de nordiske landene. Pecha Kucha, NDIW 2013 Shanghai 6 Årsrapport 2013 Dette har vært en merkevarebyggingsprosess som går langt utenpå autoritetene i kokkeverden, en prosess som handler om stolthet og identitet i egen matkultur. Det blir ingen omgripende matkulturendring med noen få superkokker, hele samfunnet må delta i denne matkulturelle klassereisen for at vi skal kunne påberope oss en internasjonal matkultur. I Norden forsto vi imidlertid verdien av å bygge oss opp som en felles gastronomisk region, for på sikt skal dette gi oss bedre mat på alle nivå, ikke bare for eliten. Ikke nok med det, vi skal arbeide innenfor de felles nordiske verdiene som setter likhet, ærlighet og demokrati høyt. Med andre ord, dette er den nordiske modellen satt ut i praksis og kulturen må omdannes til en folkekultur ikke reservert for en liten gruppe. Nå kan vi se tilbake på ti år med stor aktivitet. Kokkene har opplagt skåret stort i denne perioden, så bra at enkelte media tror at Ny Nordisk Mat er lik NOMA. I Politiken i Januar 2014 http://politiken.dk/ ibyen/nyheder/madogdrikke/ECE2172579/ opgoer-med-det-ny-nordiske-koekken-erdet-tid-til-at-loefte-blikket-fra-plovfuren/, stiller man til og med spørsmålet om ikke NOMAS dogmatiske tilnærming til Ny Nordisk Mat kanskje har utspilt sin rolle. Et godt spørsmål hvis man oppfatter at Ny Nordisk Mat handler om å kopiere NOMA og at alt som gjøres på NOMA er en dogmatisk sannhet. Slik er det ikke. Rene Redzepi har sikkert for lengst gjort seg ferdig med denne forenklede tankemodellen og er på vei over i en ny-realisering og nyorientering, man beholder ikke sin posisjon som en av verdens to beste restauranter i mer enn 5 år gjennom å gjenta seg selv for lenge. Signaturrätt Ja Ja Ja Festival London En svale gjør ingen sommer, slik også med NOMAs betydning for matkulturen. Spørsmålet om hva Ny Nordisk Mat er, er imidlertid ikke besvart av NOMA og vil nok ikke bli besvart på lenge. Heldigvis. Diskursen om en nordisk matkultur er for kompleks til å kunne besvares av hva man gjør på en restaurant. Hvis Norden ønsker å bestå som gastronomisk region må man derfor merkevarebygge nordisk matkultur helt fra topprestaurantene og ned til hverdagsmaten på sykehus og skoler. Det er denne prosessen kjøkkenmanifestet handler om og den kontinuerlige diskursen er ekstremt viktig. Merkevarebygging er langsomme prosesser og handler mye mer om vårt eget selvbilde enn å få alle kokker til å kopiere NOMA gjennom å brenne purre. Kopier bringer ingenting nytt, men er en måte å komme i riktig tankemodus på. At topp-kokkene nå ikke lenger ønsker merkelapper som kobler dem til massene tyder på at begrepsbruken er på vei “I Norden forsto vi imidlertid verdien av å bygge oss opp som en felles gastronomisk region, for på sikt skal dette gi oss bedre mat på alle nivå, ikke bare for eliten. Ikke nok med det, vi skal arbeide innenfor de felles nordiske verdiene som setter likhet, ærlighet og demokrati høyt.” nedover i samfunnet, noe som må ønskes velkommen. En konsekvens er engasjementet knyttet til utbredelsesprosessen av tankegodset i form av en kontinuerlig diskurs og forskning på fenomenet. At barn får et aktivt forhold til maten de spiser og at de reflekterer over hvor den kommer fra, hva den gjør med oss og hvordan mat inngår i sosiale prosesser mellom mennesker er en utrolig viktig motvekt til fordummingen av maten vi har sett gjennom de siste 50 år. Vi må gjenerobre matkunnskapen for å unngå å bli ofre for helserelaterte matsykdommer som fedme, hjerte kar, diabetes II og inflammasjoner. Vi vet i dag at mer enn 50 % av ikke-smittsomme sykdommer har en relasjon til mat og enda større andel av helsekostnadene våre. Disse vokser raskere enn kostnadsnivået i samfunnet og allerede i dag har vi ikke råd til konsekvensene. Derfor må vi endre matvaner, hvis ikke vil vi sakte, men sikkert, bygge ned vår velferd til vi ikke lengre har råd til mer enn helsekostnadene. Dette er ikke det samfunnet vi ønsker. En matkulturell revolusjon vil kunne endre utviklingen og dette er ett av fokusområdene i Ny Nordisk Mat i 2014. uttrykk for en Nordisk bevegelse i Japan vi ikke kunne forestilt oss for få år siden. Her skapes gjensidig forsterkning mellom mat og design, to styrkeområder som man i Japan nå oppfatter at formidler samme budskap. Dette er et godt signal. Gjensidig forsterkning har derfor blitt et omkved i aktivitetene Ny Nordisk Mat har blitt engasjert i de siste årene. Det går helt fra JA JA JA festivalen i London, hvor Nomex presenterte Nordisk musikk gjennom aktiv bruk av nordiske smaker: – Nordic Sound Bite: http://youtu.be/ wwWF2GY4Eu4 På samme måte forsterket mat budskapet om bærekraftig mote under Nordic Design & Innovation Week 2013 i Shanghai – Fooshion: http://youtu. be/eOdTVpyicgY slik at dette ble oppfattet som en promotering av nordisk livsstil hvor fysisk og mental helse og lykke ble sentralt. Dette er hvordan vi i praksis kan selge nordisk livsstil/mote/design og at maten oppfattes å forsterke dette budskapet. De fremtidige utfordringene er selvfølgelig mest viktig i siste år av Ministerråds- programmet Ny Nordisk Mat. Vi lever fremdeles ikke som vi lærer og veien er lang for institusjonsmat i store deler av Norden. Det er langt fra NOMA til mat i eldreomsorgen. Likevel er det på denne sektoren vi på sikt virkelig kan vinne store seire. Mental helse, lykke og fravær av sykdom oppfattes som sterke kvalitetsegenskaper ved Norden. Mat har en avgjørende rolle i denne sammenhengen og nå begynner det å røre på seg for alvor. Fooshion, NDIW 2013 Shanghai De fleste store matregioner i verden har nær assosiasjon mellom matkultur og geografi. Vi er i ferd med å få til det samme hos oss gjennom fokuset på Ny Nordisk Mat de ti siste årene. Når verdens mest luksuriøse varekjede Isetan i Japan/ Asia lanserer Nordic Food i hele desember i 2013 og fortsetter med den norske pop-up restauranten Fuglen og svensk/ dansk/finsk kobling mellom mat og nordisk design i hele januar i 2014 er dette Årsrapport 2013 7 informatör: Bettina Lindfors, [email protected], + 358 50 599 5244 Kommunikation Uppdraget Ny Nordisk Mat II (NNM II) främsta syfte är att kommunicera det nordiska köksmanifestet genom olika projektverksamheter. Under 2013 initierade och genomförde NNM II ett flertal gränsöverskridande aktiviteter inom mat och måltider, tillsammans med olika aktörer och nätverk. Genom en bred kommunikation befästes ytterligare den nordiska matkulturens mervärde i Norden och internationellt. Därtill publicerades programmets halvtidsutvärdering och halvtidsrapport 2010-2012 ”New Nordic Food II – a popular movement continues”. Spridning av resultat från NNM II Det svenska ordförandeskapet i Nordiska Ministerrådet bidrog till att NNM II arrangerade flera aktiviteter med Matlandet Sverige. Det främsta arrangemanget var Särimner 2013 & SM i Nordiskt Mathantverk tillsammans med Eldrimner i Östersund. Därtill ordnades nordiska seminarier inom gatumat, hållbara gastronomiska regioner, arena mat, KreaLab, måltidspedagogik för barn, vattenbruk samt akademisk nätverksträff kring offentlig måltidsutbildning. Tillsammans med åländska och nordiska parter deltog NNM II i flera av sommarens politiska stormöten, såsom Almedalen (Sverige) och Arendal (Norge). I Almedalen riktades aktiviteterna till allmänhet, beslutsfattare och media medan aktiviteterna i Arendal var riktade till barnfamiljer, beslutsfattare och media. Under året genomfördes flera innovativa, gränsöverskridande pilotprojekt med nordiska (export)aktörer internationellt 8 Årsrapport 2013 bland annat Washington DC, Köpenhamn, Malmö, Göteborg, Shanghai och London. NNM’s verksamhet presenterades på våren under nationella Närmat- och ekomässan i Helsingfors. NNM II aktiviteter kommuniceras på bred front både på skandinaviska och engelska, till beslutsfattare, projektledare, organisationer och övriga aktörer inom mat och matupplevelser, samt till media i Norden och internationellt. Resultat En stark webbnärvaro, kontinuerligt flerspråkigt nyhetsflöde samt innovativa pilotprojekt med olika parter har resulterat i god synlighet och stark kommunikation om den nordiska maten. NNM II har målmedvetet intensifierat nyhetssamarbetet med nationella, nordiska organisationer och – nätverk inom mat och måltider. Genom samarbetet med nationella aktörer integreras nordiska och nationella aktiviteter och målgruppen breddas. Egna och gemensamma nyheter förmedlas kontinuerligt på webbplatsen och i sociala medier, genom pressutskick till nordisk media och i ett månatligt elektroniskt nyhetsbrev på skandinaviska och engelska. Under året lanserades även ett nytt nyhetsbrev inom temat Barn, mat och hälsa i Norden. I och med flera internationella samarbeten har den engelska kommunikationen ökat. Men en stark internationell nyhetsförmedling har också resulterat i lanseringen av japanska och ryska webbsidor om NNM. Gränsöverskridande pilotprojekten har genomförts inom Mat och kreativa näringar samt Nordic Food Diplomacy, i Washington (mat & kultur, mat & diplomati), Malmö (mat & musik, gatumat), Göteborg (mat & turism), Shanghai (mat & mode, mat & export, diplomati), samt i London (mat & musik). Dessa samarbeten visar programmets förmåga att lyfta nordiska måltidskoncept till en hög kommunikativ nivå. Vidare fungerar NNM II i ökad grad som guide för internationella journalister och mediabolag med intresse för nordisk matkultur. Programmets elektroniska medieuppföljning, i samarbete med NMR, genererar ett tiotal medieklipp per vecka och till detta kommer gemensam medieuppföljningen med parter kring särskilda aktiviteter i Norden och internationellt. Ny Nordisk Mat som rörelse och dess temaområden har även under året uppmärksammats i olika vetenskapliga artiklar. Samarbetspartners NNM II har ett nyhetssamarbete med Nordiska ministerrådets kommunikationsavdelning, KreaNord och Norden i Fokus (Nordic Innovation). Andra relevanta parter är Nomex (musikexport) och Nordic Fashion Association, nordiska ambassader och konsulat, utrikesministerier, jord- och skogsbruksministerier samt flera andra mat- och måltids-, kultur-, hälso- och medborgarorganisationer. Under det svenska ordförandeskapet har kommunikationssamarbete med Matlandet Sverige intensifierat, via bl.a. Eldrimner – nationellt resurscentrum för mathantverk, Grythyttan, Måltidsriket m.fl. Referenser & mer information • www.nynordiskmad.org • www.nfd.nynordiskmad.org • www.facebook.com/nynordiskmad • www.twitter.com/NyNordiskMat • www.youtube.com/NyNordiskMat • http://www.nynordiskmad.blogspot.fi • http://nynordiskmad.org/aktuellt/ nyhetsbrev/ Kommunikationskanal Antal / spridning Målgrupp / spridning Webbplats, nynordiskmad.org 2 000 – 5 000 besökare/månadGenerell, projekt, media, beslutsfattare Internationellt & Norden Webbsida, nfd.nynordiskmad.org 5 00- 1 000 besökare/månad Export, branding, diplomati Internationellt Nyhetsbrev – NNM II – Barn, mat och hälsa i Norden (NY) Pressmeddelanden (program- och projektnivå ämnen) 15 pressmeddelande/år 6 00 mediakontakter i Norden, ökad grad av internationella mediakontakter Nyheter 240 nyheter/år Generell, projekt, media, beslutsfattare Webb, nyhetsbrev, sociala medier Internationellt & Norden 1 500 prenumeranterGenerell, projekt, media, beslutsfattare – ca 1 brev/månad Internationellt & Norden – 4 brev/år Media, beslutsfattare Norden & Internationellt Blogg 1-2 inlägg/månadGenerell Ca 200 besökare/inlägg Norden Facebook 1 500 gillare (+45% jmf 2012) (även som bildbank)Räckvidd på 350 000 enskilda och organisationer Enskilda, organisationer Norden & internationellt TwitterCa 4 00 följare (+300% jmf 2012) Särskilda målgrupper kring aktiviteter samt generellt Youtube 8 videos 2013, totalt 40 videos (2011-2013)Generell 5 000 visningar Norden & internationellt EventCa 10 event med nationella parter i Sverige (svenskt ordförandeskap i NMR) Svenska och nordiska aktörer inom tema i fråga, media Ca 5 event med nordiska aktörer under politiska stormöten i Norge och Sverige ca 10 med nordiska aktörer internationellt Beslutsfattare, media, generell Nationella och internationella, aktörer inom tema, media, export Årsrapport 2013 9 Project manager: Harriet Strandvik, [email protected], +358 40 5592904 Project webpage: http://nynordiskmad.org/tema/barn-mat-haelsa-i-norden/ Barn Mat & Hälsa i Norden Projektet barn, mat och hälsa har sedan kartläggningen av projekt i Norden etablerat sig som ett aktivt Nordisk nätverk. Den kommunikativa funktionen har stått I fokus under 2013. Målet har varit att sprida kunskap och kompetens inom området genom olika kanaler. Under året publicerades fyra nyhetsbrev (på engelska och skandinaviska), en nätverksträff arrangerades i Kristianstad, Sverige och på de sociala medierna har det pågått ett ständigt flöde av information och ökat intresse för plattformen; Mat & Barn I Norden. Nätverk för framtiden Skolträdgårdar (edible schoolyards) kontaktperson: Niels Heine Kristensen (DK) “Den pedagogiska måltiden”, Nationellt centrum för Måltider kontaktperson Mija Gustafsson (SWE) “Barn och mat så in i Norden” kontaktperson är Susanne Thorén. Under år 2013 har nya subgrupper av nätverk uppstått. I Oslo 2012 startade projektet ett nätverk för personer med intresse för skolträdgårdar (edible schoolyard). I år utnyttjade vi nätverket och temat under träffen I Kristianstad. En del av programmet för nätverksträffen lades I “Hälsoträdgården” där mat och matens ursprung är i centrum. De praktiska övningarna kopplades till information om forskning på området. 10 Årsrapport 2013 Projektet barn, mat och hälsa ger möjlighet att utbyta kompetens. Den gemensamma utgångspunkten för samarbetet under året har kristalliserats till att handla om: “Måltidspedagogik”. Två nya nätverk har skapats där NNM och projektet är en viktig länk. Det första är “Den pedagogiska måltiden”, där Nationellt centrum för Måltider är utgivare av nyhetsbrev, riktat till förskolor i och utanför Sverige. Det andra nätverket som är ett resultat under året är “Barn och mat så in i Norden”, initiativet kommer från Leader Söderslätt. Genom det nordiska nätverket kommer man att initiera dels en permanent portal för insamling av material på området samt en konferensturné i de Nordiska länderna. Förarbetet är redan i gång och de kontaktnät som NNM II, ”Barn, mat & hälsa” administrerar är en stor tillgång för en lyckad nordisk spridning av kunnandet på området. De material som finns samlat under NNM II, är ur deras synvinkel en värdefull start för ett fortsatt utbyte och samarbete. Kristianstad värd för barn & mat-träff I samarbete med Livsmedelsverket (Nationellt kompetenscenter för måltider inom vård, skola och omsorg) och satsningen, “Måltidspedagogik på turné” valde vi att etablera en nordisk prägel under dagarna i Kristianstad. Övergripande tema var Måltidspedagogik. Utomhuspedagogik och skolträdgårdar stod i centrum under dag två. Spännande var kopplingen till Barnens Smakdag som sammanföll med arrangemanget. Under dagarna kunde deltagarna inhämta både Barna følger godt med når Margit Vea forklarer hvordan de skal filitere makrellen før de selv får ta i kniven. teorier på temat samt få praktiska exempel och övningar. I utvärderingen är majoriteten mycket nöjd med den nordiska dagen. I stadens skolträdgård, Hälsoträdgården samlades ett 1000-tal barn och deras pedagoger. Här utnyttjades trädgården som ett ”Smak-rum”, ett grönt klassrum med övningar som förstärker kunskapen om mat och måltid. Inspirationen flödade liksom höstsolens strålar. De nordiska råvarorna stod också i centrum och många lät sig inspireras av Tareq Taylor som fanns med i parken. Han beskriver sitt engagemang för barn och mat så här: “Jag är otroligt stolt över att få ta del i kanske det viktigaste som finns, nämligen att sprida kunskap om mat och råvaror till våra barn. I en värld där snabbmaten tar en allt större plats är det viktigare än någonsin att upplysa barn och ungdomar, men även föräldrar, om vilka fina råvaror som vi kan finna i vår omedelbara närhet. Det är vår uppgift att inspirera, informera och förhoppningsvis skapa en grund för en hälsosammare generation som inser värdet i väl och god lagad mat. Såväl näringsmässigt som socialt.” “I en värld där snabbmaten tar en allt större plats är det viktigare än någonsin att upplysa barn och ungdomar, men även föräldrar, om vilka fina råvaror som vi kan finna i vår omedelbara närhet.” TAREQ TAYLOR Årsrapport 2013 11 Project manager: Charlotta Ranert, [email protected], +46 737 181318 Project webpage: http://nynordiskmad.org/tema/nordic-food-diplomacy/ Nordic Food Diplomacy SUMMARY Nordic Food Diplomacy is a tool for communication of Nordic values through food and food design. It is utilized to enhance other cultural expressions and messages; in the planning process of political gatherings, official dinners, export drives, concerts, art exhibitions, lectures and cultural events. By using this form for communication, dinner guests and audiences at events around the world are given the opportunity to enjoy Nordic food as an additional stimulating dimension when we promote a Nordic region or at official dinners. Nordic Food Diplomacy works through the development of concepts methods, tools and pilot projects which provide inspiration for those who use Nordic gastronomy in their promotion. In 2013 the project has fulfilled its goals through a number of activities around the globe. The branding tool has been used in diverse circumstances and on different target groups, but always to great acclaim from both the media, organisers and partners. As a direct result of the Nordic Food Diplomacy project, organisers of the world’s largest music competition Eurovision Song Contest developed a food strategy for the event. And Nordic food strengthened the promotional efforts at cultural festivals in both Shanghai and Washington. OBJECTIVES The aim of Nordic Food Diplomacy is to promote and conceptualise the use of Nordic food and culinary experiences when presenting the Nordic countries and 12 Årsrapport 2013 their values in different branding activities and political gatherings together with the Nordic Diplomatic Corps. The objective is to make the region’s renowned cuisine a natural element in all representation, at home and abroad. Nordic countries as well as abroad. In collaborations with the Nordic Diplomatic Corps, the project has been a valued partner and delivered support to personnel in the kitchens as well as ideas and inspiration for the official events. ACTIVITIES EUROVISION SONG CONTEST, MALMÖ, MAY 2013 PILOT: FOOD & MUSIC, page 14 MASTER CLASS OF THE NORDIC KITCHEN, NDIW, SHANGHAI, NOV 2013 PILOT: FOOD & EXPORT, page 16 NORDIC COOL, WASHINGTON DC, FEB 2013 PILOT: FOOD & CULTURE, page 20 RESULTS • New and extended collaborations with the Nordic Embassies and Consulates. Crosscreative pilot projects with the culture, export and music industries and the Nordic Diplomatic Corps and thereby strengthening the Nordic brand internationally together with a wide range of partners. • New collaborations with the world’s largest TV-show, Eurovision Song Contest. For the first time ever food, drink and storytelling was thought trough and an important part of the ESC. A food strategy based on the Nordic Kitchen Manifesto was developed and used. • SWEDISH FIKA became epic. 2000 journalists from all over the world were treated to Swedish fika, storytelling and grand hospitality on a daily basis at the press centre during the ESC. NETWORK & SUPPORT The Nordic Food Diplomacy website is continually updated and under further development according to expressed needs and ideas from the users. Project personnel is continually consulted on how to use the toolkit, recipes, seasonal produce, etc. The project network and the number of collaborators is growing steadily in the “As a direct result of the Nordic Food Diplomacy project, organisers of the world’s largest music competition developed a food strategy for the event. And Nordic food strengthened the promotional efforts at cultural festivals in both Shanghai and Washington.” project manager charlotta ranert • Young chefs in training. During the ESC we collaborated with the local catering college, training young chefs. They were invited to participate in preparing the menu for the opening ceremony of the ESC and the Swedish Fika. • Designing a Nordic Flavour Profile for the ESC. Successful branding of Nordic food culture and flavours through the development and use of a flavour profile. The flavour profile was also sent out to the region’s HORECA members who were urged to implement the flavours in dishes, drinks and on breakfast buffets. This was used on a large scale. • Massive media coverage of the pilot projects. All projects were covered in different types of media. Especially Swedish Fika was followed by bloggers, tweeters and on Facebook and European television companies and radio teams were broadcasting live from the FIKA buffet. COMMUNICATION / DISSEMINATION OF RESULTS The project has been presented in newspaper articles, invitations and event programmes at all events and collaborations. Project management has used social media as well as press releases, strategic contacts and the media to promote Nordic Food Diplomacy. The food strategy, flavour profile, Swedish Fika and our focus on sustainability got much coverage in Nordic media. The Danish Agricultural Minister, Mette Gjersgård, also sent out a press release where she expressed her appreciation of the Nordic Food Diplomacy concept during the ESC. Both Nordic Cool and ND&IW was Nordic Cool, Washington covered by the media. Moreover, Tareq Taylor got invited to a cooking programme on Chinese television, that has over a million viewers to cook Nordic Food. PARTNERS Partners: Kennedy Center, the Nordic Embassies in Washington, Malmö Stad, Eurovision Song Contest, Smaka på Skåne, Foodism, the Nordic Consulates in Shanghai, Tareq Taylor’s Nordic Cookery. Chefs: Tareq Taylor’s Nordic Cookery/ Tareq Taylor & Andrew Eves (SE), MoMuMat/Malin Söderström (SE) Sponsors: Hvens Distillery, Norwegian Seafood Council, Troika Seafood, VOSS. DISCUSSION Since the project started two years ago a visible shift has taken place in how the use of food can be an effective branding tool. Even though not all partners greet us with open arms when we first approach them, the results of our different collaborations have been satisfactory for all our partners. Still, there is a long way to go for the Diplomatic community before they really understand the value of using food in their branding efforts. This has most certainly to do with the lack of policy around food and meals in the diplomatic world. The realisation that food is a bearer of culture and can give the recipient a strong underlying message is yet to happen. Furthermore, interest, skills and competence at the embassies and their kitchens is variable, to say the least. Problems have risen when untrained kitchen staff fails to master the toolkit or to understand the information due to lack of experience and knowledge. Additionally, strong Nordic political concepts such as sustainability do generally not seem to concern the diplomatic forces abroad or their staff. Årsrapport 2013 13 Project manager: Charlotta Ranert, [email protected], +46 737 181318 Project webpage: http://nynordiskmad.org/tema/nordic-food-diplomacy/eurovision-song-contest/ Eurovision Song Contest – MALMö Summary Nordic flavours brought a song to Malmö, this year’s “Eurovision city”. Europe’s biggest televised music event was this year broadcasted from Malmö in southern Sweden. During the festival week in May, thousands of musical artists and journalists gathered to take part in the competition. To give the guests a taste of the region and for the Nordic flavours – dishes and snacks served at parties and coffee breaks were designed according to the Nordic Food Diplomacy concept. Charlotta Ranert, from NNF II, proposed a food strategy for the event based on the tools developed for the Nordic Food Diplomacy website. The food strategy was well recived and she was contracted as co-ordinator for all food acitivites during the Eurovision Song Contest (ESC) in Malmö. Right from the start she and her team followed the Nordic Food Diplomacy toolkit and worked with several elements that would work well together to create a Nordic feeling and enhance the Nordic brand. She decided on a range of flavours that would signify the event and would be suitable for hot dishes as well as in cakes and snacks. The chosen signature flavours; chili, apple mint, rhubarb, elderflower and licorice, were then presented to hotels and restaurants in Malmö who were encouraged to use them at their own discretion. Objectives The aim of the work done during the Eurovision Song Contest was to use culinary experiences to highlight and strengthen Sweden and Skåne’s unique brand and values, with its strong focus on sustainability. Activities Based on the tools developed for the Nordic Food Diplomacy website a strategy was developed which included the following: • A flavour profile and food strategy. • Cooperation with the local catering college. • Workshops to create menus and concepts for the events. Based on this strategy the following activities were perfomed: • The big gala evening at the Malmö Opera House. • Swedish “fika”, each afternoon at the press center. • A party after the song finale. • Street Food during the festival week in Malmö For more details – see link above. Discussion The Eurovision Song Contest showed the importance of putting the tools developed for the Nordic Food Diplomacy website to the test and to have a network of highly skilled people. In the short period of five months food and drink became an important part of the hospitality surrounding the ESC and an important factor which enhanced the visitors and delegates’ experience of the region. The fact that the event offered a taste of the region throughout the different events, ranging from Swedish fika to street food and fine dining, made all the difference. It is of uttermost importance for event organizers to keep in mind that food and drink can have a strong impact during on an event. A food strategy that is thought through and with a focus on the regional cuisine based on sustainable produce could be the way forward. 14 Årsrapport 2013 Årsrapport 2013 15 Project manager: Charlotta Ranert, [email protected], +46 737 181318 Project webpage: http://nynordiskmad.org/tema/nordic-food-diplomacy/nordic-design-and-innovation-week-2013/ NORDIC DESIGN & INNOVATION WEEK SHANGHAI SUMMARY The first week of November 2013, the four Nordic Royal Consulates, in a joint effort presented the NORDC DESIGN & INNOVATION WEEK 2013 – with a programme of seminars and workshops around design. The event addressed issues such as how design methods can be used as a driver of change and how design processes can help sustainability. The New Nordic Food (NNF) programme was present, and by highlighting the innovative New Nordic cuisine strengthened the Nordic brand. ACTIVITIES NORDIC LUNCH EXPERIENCE – OPENING DAY On the opening day, Swedish chef Tareq Taylor from TV-series Tareq Taylor’s Nordic Cookery created a Nordic version of the traditional Asian noodle soup, using sustainably grown vegetables and Norwegian seafood, which was then served to 200 guests. The lunch was prepared in the kitchen of Four Seasons Hotel with the assistance of a team of Chinese cooks as well as chef Tareq’s sous chef Andrew Eves. guided the participants on a journey through the Nordic larder, exploring the secrets behind traditions, techniques and craftsmanship that exist within the New Nordic Cuisine, and uncovered the hidden treasures and unique flavours of the Nordic countries. 250 guests from the media, the catering industry and foodies enjoyed this special master class which combined Nordic flavours and cookery with travel and adventure. http://youtu.be/xmQVXO84zc4 OBJECTIVES The purpose for Nordic food diplomacy was to explore new collaborative platforms in order to strengthen the Nordic brand. By joining forces with NDIW the impact of the food diplomacy branding efforts, were heightened further and reached new target groups. MASTER CLASS “NEW NORDIC FOOD – INNOVATION IN MOTION” Chef Tareq Taylor hosted a master class on the Nordic Kitchen. Prior to that the New Nordic Food programme had been introduced by Charlotta Ranert from NNF. Through this culinary experience Taylor RESULTS •Chef Tareq Taylor was invited to cook on a local TV-show with over one million viewers. He did so two days after the master class. •Contact was established with a business importing Nordic Food to China. • Huge media coverage of ND&IW in Chinese media •Chef Tareq Taylor is looking to collaborate with Four Seasons Hotel chain, introducing Nordic Food to their concept. The pilot project was a collaboration between the New Nordic Food II programme and The Norwegian Seafood Council, Tareq Taylor’s Nordic Cookery & Lucky Day, VOSS and Troika Sea Food together with the four Nordic Royal Consulates of Norway, Denmark, Finland, and Sweden, Shanghai. 16 Årsrapport 2013 Årsrapport 2013 17 Project manager: Elisabet Skylare, [email protected], +45 26207579 Project webpage: http://nynordiskmad.org/tema/mat-kreativa-naeringar/ FOOD & CREATIVE INDUSTRIES SUMMARY Cultural and creative industries create jobs, growth and exports that are vital to the Nordic countries and their future economies. New Nordic Food (NNF) and other actors’ efforts to promote food as a creative industry, combined with a strong focus on food in general, have contributed to an increased awareness of its relevance and potential in this regard. It is, however, still an “underdog” among the more established creative industries, and further work is needed. In 2013, NNF’s Food & Creative Industries has conducted three pilot projects that developed concepts for how food can incite innovation and strengthen other creative industries. Media response was extensive and Nordic participation broad. We have influenced policymakers and brought attention to creative food by initiating Krealab together with KreaNord, hosting a Nordic panel debate, and CHART – art, food and music through our participation at the Nordic Innovation Conference and similar platforms. Moreover, new Nordic collaborations have emerged from the network of Food & Creative Industries. artists took part. The new Nordic cuisine was a central feature of the official programme, and in several diplomacy initiatives related to NNF. See page 20. PANEL DEBATE, STAGE, CPH FOOD FAIR, FEB 2013 OBJECTIVES The aim of Food & Creative Industries is to stress the importance of food as culture and art, and to position creative food experiences as an independent creative industry. The project also aims to establish food and culinary experiences as an active, creative and significant element when Nordic countries market other creative industries internationally. ACTIVITIES NORDIC COOL, WASHINGTON DC, FEB 2013 PILOT: FOOD & CULTURE In the third week of February, the J.F. Kennedy Center in Washington organised the Nordic Cool Festival, with focus on Nordic culture. More than 700 Nordic NNF promoted food as a creative industry by hosting a Nordic debate at CPH Food Fair, addressing the question: “How do we lift a new industry with an outset in Nordic food’s impressive momentum and strengthen the experience of food as art and as design? What does this entail and what is the relevance?” Summary: http://bit.ly/19ieIdJ KREALAB NO 1, STOCKHOLM, OCT 2013 KreaLab was a conference initiated by NNF and KreaNord. Its purpose was to start a discussion and a process with the objective to turn the Nordic countries into the creative hub of the future. A number of international creative persons participated, together with approximately 80 Nordic participants. See page 22. FOOSHION, NDIW 2013, SHANGHAI, NOV 2013 PILOT: FOOD & FASHION NNF strengthened the Nordic brand at Nordic Design & Innovation Week. Food and fashion merged in FOOSHION – an experimental treat for 60 selected guests. An innovative creative collaboration that show-cased the Nordic countries as frontrunners in sustainable fashion and food. See page 24. NORDIC SOUND BITE, JA JA JA FESTIVAL, LONDON, MAY & NOV 2013 PILOT: FOOD & MUSIC During the first ever Ja Ja Ja Festival at iconic Roundhouse, a range of innovative food experiences were presented. These included 18 Årsrapport 2013 “New Nordic Food is at the forefront of gathering creative competences at new platforms and in new constellations. Moreover, methods for working with innovation and design in the interspaces between food and other creative sectors are starting to take shape.” project manager elisabet skylare “Nordic Sound Bite” – the ultimate collaboration between music and food, where emerging Nordic food artists designed a special ’sound bite’ based on a band’s musical DNA. See page 26. NETWORK & SUPPORT Continued development of the network in terms of collaborations, participants, and competences represented. Participation in conferences, workshops, panel discussions, fund applications and articles. RESULTS & DISCUSSION The pilot projects have produced important output, also in strategic terms, inform of access, ambassadors and experiences that our partners bring into their networks and activities. Moreover, methods for cooperation on innovation and design between food and other sectors are starting to take shape. NNF is at the forefront of gathering creative competences at new platforms and constellations. Overall, we see great improvement in the dissemination of NNF’s results by a closer cooperation with our partners. • New collaboration with other creative industries; culture, fashion and music, strengthening the Nordic brand. • New methods. For the first time, we produced new cultural experiences in the interspaces between two disciplines (food and music). • Young Nordic talents. We invited emerging designers/chefs to participate in an OPEN CALL – a great success – as a tool, for the project itself, and for the network. • Designing collective food experiences. Panel debate at Stage, CPH Food Fair 5000 Sound Bites were served at five concerts in London. • Massive media coverage with approximately 250 articles, eg. Jamie Oliver’s blog about NNF in London, a feature on FOOSHION in Chinese ELLE, 30 articles in Nordic media and a cool twitter flow. • Greater attention on food as a creative industry; KreaNord invited the food industry to apply for funding, food speakers at KreaLab, in debates, etc. • 30 new Nordic collaborations as a result of the network workshop in Helsinki in 2012 and the subsequent activities. For details, please see extended report. PARTNERS Partners: Nordic Fashion Association, Nordic Music Export (Nomex), Kennedy Center, the Nordic Embassies in Washington, the Nordic Consulates in Shanghai, the Nordic Embassies in London, KreaNord, Atelier Slice, the Roundhouse London, Mew, NONONO, Sin Fang, Sakaris and Kid Astray. Creatives/chefs: Nikolaj Danielsen (DK), Ayhan Aydin (SE), Hafdis Sunna Hermannsdottir (IS), Josefin Vargö (SE), Åsmund Sollihøgda (NO), Herman Rasmuson (SE), Anna Hildur Hildibrandsdottir (IS), Olav Harsløf (DK), Antto Melasniemi (FI), Lena Arndal (DK), I’m A Kombo/Bo Lindegaard & Lasse Askov (DK), Soulland/Silas Adler & Jacob Kampp Berliner (DK), MoMuMat/ Malin Söderström (SE), Per Styregård (SE) Sponsors: Peter’s Yard crisp bread, Altia Sweden, Carelian Caviar, Arla Foods, Lobster Seafood, Frøyas Sashimi Quality Fresh Salmon Loin, Norwegian Seafood Council, Troika Seafood, Voss. Årsrapport 2013 19 Project manager: Elisabet Skylare, [email protected], +45 26207579 Project webpage: http://nynordiskmad.org/tema/mat-kreativa-naeringar/food-culture-nordic-cool-washington-dc-2013/ NORDIC COOL KENNEDY CENTER, WASHINGTON SUMMARY From 19 February to 17 March 2013, more than 700 Nordic artists, writers, singers, chefs, musicians, actors, dancers and designers from the entire Nordic Region filled the American capital. The John F. Kennedy Center (KC) in Washington dedicated a whole month to celebrating Nordic culture with the festival Nordic Cool. The festival coincided with a number of political and cultural visits and the Nordic embassies hosted a range of side events. New Nordic Food (NNF) organised three days of activities in Washington in the run-up to this major cultural festival. NNF was responsible for a Nordic menu served during the festival and conducted a workshop with the chefs before launching the menu. A Nordic Food Diplomacy kick-off together with the Nordic embassies was also on the programme. The pilot project was conducted in close collaboration with the project Nordic Food Diplomacy. special three-course Nordic menu served in the KC’s restaurant during the festival as well as Nordic specialties for the café. WORKSHOP ON NORDIC CUISINE WITH THE KENNEDY CENTER NNF and chef Malin Söderström, in partnership with the KC’s restaurant chef Joe Gurner, ran a workshop on NNF for the centre’s chefs. The chefs were introduced to the key ideas of the concept, quality, sustainability and local ingredients, by preparing the three-course Nordic menu. KICK OFF TOGETHER WITH THE NORDIC EMBASSIES NNF also hosted a kick-off workshop for the Nordic embassy chefs and other staff in Washington, in order to inspire one another, exchange experiences and get ideas for using food as a strengthening element of the many side-events conducted. FOOD PROGRAMME AS PART OF OBJECTIVES The purpose for NNF was to stress the idea of food as an enhancement of Nordic culture as it was communicated through Nordic Cool, as well as explore ways and platforms of working with Nordic food diplomacy with local partners through exchange of knowledge and competences. ACTIVITIES THE OFFICIAL FESTIVAL PROGRAMME During the festival, the KC organized and presented a variety of events to introduce audiences to the New Nordic Cuisine, such as cooking demonstrations. Some of the Nordic chefs that attended were Leif Sørensen Simon Idsø, Petteri Luoto, Hákon Már Örvarsson, Mads Refslund, Morten Sohlberg, Ulrika Bengtsson and Frida Johansson. http://bit.ly/1i2paZP NORDIC MENU BY NOBEL CHEF MALIN SÖDERSTRÖM NNF collaborated with chef Malin Söderström, who runs MoMuMat, Moderna Museet’s restaurant, and was the first female chef responsible for the Nobel dinner in 2011, in designing a 20 Årsrapport 2013 RESULTS • Despite the many collaboration challenges when numerous organisations are involved, NNF activities succeeded in strengthening the food culture part of the festival. The training Wooden sculptures by Juha Pykäläinen was an important supporting initiative, which also contributed to the NFD tool kit. • Nordic food played a prominent part during the entire festival and food culture could be experienced on the same level as other cultural activities. The embassies in Washington had accumulated considerable experience through a number of previous projects involving Nordic food. • The festival Nordic Cool was in general a huge success and was awarded a Royal Medal from Carl Gustaf, King of Sweden. http://bit.ly/1b6FX67 This pilot project was made possible thanks to collaboration with the Embassy of Sweden in Washington D.C., which played a central co-ordinating role with the other Nordic embassies and the J. F. Kennedy Center in relation to Nordic Cool. Årsrapport 2013 21 Project manager: Elisabet Skylare, [email protected], +45 26207579 Project webpage: http://nynordiskmad.org/tema/mat-kreativa-naeringar/ KREALAB NO 1 STOCKHOLM KREALAB NO 1 – NOT JUST ANOTHER CONFERENCE The objectives were ambitious – to start a process to turn the Nordic countries into the hub of the future for a society based on knowledge and creativity. The phenomenon of creative and cultural businesses has gained increased attention on the political agenda in recent years. For the first time, business and cultural policy unite in a strategic initiative overarching the Europe 2020 process: Creative Europe, Cohesion Policy, Innovation Union, Digital Agenda, Youth on the Move, Horizon 2020 and more. KreaLab no 1 was produced by AtelierSlice and Jan Åman, and was commissioned by KreaNord and New Nordic Food II. NNF II initiated the event with the ambition to develop KreaLab into an annual conference, travelling with the Nordic chairmanship. KreaLab no 1 was held at The Royal Academy of Art in Stockholm between the 16th-17th of October with approximately 22 Årsrapport 2013 100 participants from the Nordic countries as well as from abroad. THE NORDIC REGION WILL SHOW THE WAY TO THE FUTURE KreaLab no 1’s goal was to initiate the process of integrating cultural and creative industries into a larger societal context and develop innovation. To define a vision for how the cultural and creative industries in the Nordic region will show the way to the future. CREATE PROCESSES FOR CHANGE Reed Kram, Mia Hägg, Laura Raicovich, Per Eriksson and Magdalena Malm were some of the speakers that told us stories and showed how they work, how they drive processes in which the divide between “creatives” and “others” no longer exists, and where the real question is how to create or produce something that generates answers to questions and issues that are not yet known. Finally, Brent Richards presented his thoughts on processes for innovation and content regarding food and cities. On the 17th of October, eight workshop groups processed action plans for the future, based on their experiences and discussions from the day before. THE DINNER THAT STARTS IN THE BEGINNER For KreaLab we invited Antto Melasniemi, a chef who started out as a keyboardist in the legendary metal band HIM, not just to cook a dinner, but to use food to reflect what the conference and lab were really all about. Antto Melasniemi’s conceptual dinner was a work-in-progress, made in collaboration with Carsten Höller, Mia Hägg, Fredrik Wretman, Jan Åman, Reed Kram and Per Styregård. Follow the process here: http://atelierslice.com http://vimeo.com/85135291 Årsrapport 2013 23 Project manager: Elisabet Skylare, [email protected], +45 26207579 Project webpage: http://nynordiskmad.org/tema/mat-kreativa-naeringar/food-fashion-fooshion-ndiw-shanghai-2013/ FOOSHION – A NORDIC FOOD & FASHION TREAT, SHANGHAI SUMMARY In the first week of November 2013, Shanghai was buzzing with Nordic design and innovation. In a joint effort, the four Nordic Royal Consulates presented the NORDIC DESIGN & INNOVATION WEEK 2013. The programme featured seminars and workshops around design, addressing issues such as how design methods can be used as a driver of change and how design processes can help sustainability. The New Nordic Food programme highlighted the innovative Nordic Cuisine through a range of initiatives within the projects ‘Nordic Food Diplomacy’ (read more at page 10) and ‘Food & Creative Industries’. FOOSHION by I’m A Kombo and Soulland 24 Årsrapport 2013 OBJECTIVES The purpose was to experiment with and further develop platforms for cross-creative collaboration, as well as to strengthen the Nordic brand, by inviting selected first movers and media persons to the creative Nordic food and fashion treat “FOOSHION”. Danish label Soulland and food designers I’m a Kombo were set to pitch innovative food designs against one of Scandinavia’s most promising men’s fashion brands. ACTIVITIES PECHA KUTCHA – I’M A KOMBO ON DESIGN As part of the Pecha Kutcha programme during the opening day of the ND&IW, I’m A Kombo presented, or, more precisely, conducted a playful live production of a ’Cool Wool Bowl’ – a case specially designed for Patricia Urquiola at Milan Design Week 2013. FOOSHION – A NORDIC FOOD & FASHION TREAT With the ambition to create new social spaces where food becomes a social element, the people from I’m A Kombo and Soulland designed the FOOSHION experience in collaboration with NNF. A 5-course meal experience was developed, and served while male models showcased the best of Soulland fashion. The pairing of the two disciplines was not at all FOOSHION menu Crispy bread on coat hanger with smoked cheese and aromatic herbs Nøgne Ø with savory muesli in a Cool Wool Bowl Norwegian seafood ‘tutti frutti’, local Chinese greens and dehydrated roots Build a cake. Sponge cake base with lots of fun Fortune cookie and a napkin coincidental. Both food and fashion have been prospering over the last decade, so the timing, to be able to celebrate a genuinely fashionable meal true to Nordic values to mark the beginning of the Nordic Design and Innovation Week, was really cool. http://youtu.be/eOdTVpyicgY “There are several elements of cross-collaboration within the New Nordic Food programme which we expect a lot from,” says Johan Arnø Kryger from the Nordic Fashion Association. RESULTS • New collaboration with creative industry fashion strengthened the Nordic brand. • New methods for creative collaboration, eg. through a scientifically founded exploration of flavour, composition and preparation, designing a new Nordic social space featuring food and fashion. •Creative Food as an integrated part of both the design programme and the Fashion Day. •Great media coverage, e.g. a feature in Chinese Elle, bloggers, articles in Nordic press etc. The pilot project was conducted in collaboration with New Nordic Food II, Danish Fashion Institute under the Nordic Fashion Association, and Norwegian Seafood Council, together with the four Nordic Royal Consulates in Shanghai – Norway, Denmark, Finland, and Sweden. Årsrapport 2013 25 Project manager: Elisabet Skylare, [email protected], +45 26207579 Project webpage: http://nynordiskmad.org/tema/mat-kreativa-naeringar/food-music-nordic-sound-bite-london-2013/ NORDIC SOUND BITE JA JA JA FESTIVAL, LONDON SUMMARY On November 8-9 2013, Camden’s iconic Roundhouse played host to a major festival of Nordic music, film and food with the inaugural Ja Ja Ja Festival. Headlined by Mew and NONONO, the two-day event welcomed 3000 festivalgoers to immerse themselves in Nordic cool. A range of innovative food experiences were offered, including the “Nordic Sound Bite” – a concept where curator Nikolaj Danielsen partnered musicians with young food artists, a menu and opening party designed by leading chef Herman Rasmuson, a Nordic stage, and London based actors offering Nordic tastes, such as the Nordic Fika. FESTIVAL MENU & SIGNATURE DISH For the Ja Ja Ja Festival, chef Herman Rasmuson, produced a menu influenced by the strong Nordic tradition of preserving and curing produce for use during the harsh winter months. The signature dish ’Nordic crisp bread pizza’, served at both the opening reception and on the menu, was a huge success, leaving Londoners asking for more of the Nordic tastes. http://www.youtube.com/ watch?v=x2EpP9MI2Ns Sakaris “Dream On!” OBJECTIVES The purpose was to explore how two creative fields, food and music, could be mingled in a way that brings the audience’s experience to new heights. The ambition was to introduce food as an integrated part of the music experience, and the shortest distance between the two is to translate the sound into a physical bite – a Nordic Sound Bite. In addition, the aim was to add yet another cultural dimension to the festival and thus strengthen the experience of the Nordic brand as a whole. ACTIVITIES OPEN CALL FOR YOUNG TALENTS The young Nordic food designers, Josefin Vargö, Hafdis Sunna Hermannsdottir and Ayhan Aydin, were selected in an OPEN CALL. They explored the concept during a workshop in Copenhagen where they analysed the music, dove into a sensory lab of Nordic tastes, tested their ideas in the kitchen, and brainstormed on how 26 Årsrapport 2013 the Nordic Sound Bites should be presented. NORDIC SOUND BITE – PERFORMANCE The following five Nordic Sound Bites (5000 units) were developed for the festival. The response was overwhelmingly positive from the audience, the bands and in reviews. We have also had great feedback about how the idea added a real sense of occasion to the event. • MEW – a sharable lollipop: “Share Me” • SIN FANG – a pop’ rocking’ drink: “Wild Flower” • NONONO – 3 x spray bottles: “Pump & Pass On” • SAKARIS – white balloons + dots of meringues: “Dream On!” • Kid Astray – a skyr cream with horseradish and cavi-art: “Fresh” http://youtu.be/wwWF2GY4Eu4 RESULTS • New collaboration with creative industries music, film and art, which strengthens the Nordic brand • New methods for cross-creative collaborations, when we succeeded in producing new cultural experiences in the interspaces between two disciplines (food and music). • Design of innovative collective food experiences became a reality when serving 5000 Nordic Sound Bites at five concerts. • Young Nordic talents brought into the network • Massive media coverage and dissemination of results, e.g. Twitter flow, Jamie Oliver Blog, best experience etc. The pilot project was conducted together with New Nordic Food II, Nordic Music Export (Nomex), the Roundhouse and the Nordic Embassies in London. It was supported by the Nordic Culture Fund. “Weird and wonderful food and some eclectic music set the tone” http://bit.ly/1bVPYV2 Årsrapport 2013 27 Inger M Jonsson, Örebro universitet. [email protected], Tel: +46 70-258 90 32. Budget 100 000 DKK http://nynordiskmad.org/tema/nordic-exchange-of-higher-education-research-and-knowledge-2013/ för högre utbildningar – Mat för många Syftet med projektet var att skriva en ansökan för ett gemensamt Nordiskt master program och att starta ett nätverk för högra utbildning och forskning inom området mat och måltid för många, i Norden. En projektgrupp för masteransökan, med en respresentant från vardera länderna Sverige, Finland, Norge och Danmark skapades. Den 15 november 2013 skickades en gemensam ansökan om utvecklande av ett nytt Nordiskt masterprogram till SIU. En nätverkskonferens genomfördes den 10-11 oktober, 2013 med ca 30 deltagare från 15 Nordiska institutioner, av Örebro universitet, Restaurang- och hotellhögskolan på Campus Grythyttan. Under konferensen bildades en arbetsgrupp för fortsatt nätverksbyggande. Konferensens deltagare visade stort intresse för samverkan över kunskapsgränser. Det breda måltidsområdet med många små institutioner söker alla nordiskt samarbete. Måltidssektorns ökade betydelse i samhället, innebär ett påtagligt behov av tvärvetenskaplig utbildning och forskning. Att mötas över kunskapsgränser är en innovation i sig själv. Konferensen i Grythyttan med deltagarnas breda forskningsprofil visar att intresset för ett mer holistiskt och tvärvetenskapligt synsätt behövs. Målgruppen var universitetsinstitutioner med utbildningar inom mat och måltidsområdet i Norden med intresse för masterutbildning och forskning samt Nordiskt samarbete. 28 Årsrapport 2013 InstitutionUniversityKontaktpersoner Restaurang- och hotellhögkolan/ Örebro UniversityAssociate professor School of Hospitality, Culinary Arts (Huvudansvarig) Inger M Jonsson & Meal Science Lecturer Jesper Johansson AAU-MENU, research centre for Aalborg University Professor captive foodscape studies Bent Egberg Mikkelsen School of Business and JAMK Principal Lecturer Services Management University of Enni Mertanen Applied Sciences The Norwegian School of Stavanger UniversityAssociate professor Hotel Management Kai Viktor Hansen Aktiviteter Skapande av projektgrupp augusti 2013 med fyra Nordiska universitetsinstitutioner fyra kontaktpersoner. Ett första möte med Örebro, Stavanger och Aalborgs universitet genomfördes i Köpenhamn. Därefter genomfördes följande • Nätverkskonferens i Grythyttan, Örebro universitet 10-11 oktober • Ansökan insänd den 15 november 2013 till The Nordic Master Programme Diskussion Konferensens deltagare visade stort intresse för samverkan över kunskapsgränser. Det breda området med många små institutioner söker alla nordiskt samarbete. Måltidssektorns ökade betydelse i samhället, innebär ett påtagligt behov av tvärvetenskaplig utbildning och forskning. Att mötas över måltidens kunskapsgränser är en innovation i sig själv. Konferensen i Grythyttan med deltagarnas breda forskningsprofil visar att intresset för ett mer holistiskt och tvärvetenskapligt synsätt behövs. Två aspekter av hållbarhet diskuterades. Ett om hur ekologiska aspekter på mat och måltider skall vävas in i masterprogrammet. Två, om hur arbetet med nätverket blir hållbart över tid för att berika forskningssamverkan. För masterprogrammet finns det i viss mån strukturella olikheter inom ländernas universitetssystem. Om finansiering uteblir är det ekonomiskt svårt att skapa masterprogrammet. Nätverket är inledningsvis mindre beroende av ekonomiskt stöd, medlemmarnas intresse styr efterfrågan och behov. Slutsatser Behov av tvärvetenskapligt nordiskt samarbete efterfrågas och behövs. Detta kräver externt ekonomiska stöd, innovativa idéer och ekonomiskt stöd. Samarbetspartners Förutom projektgrupperna för nätverket och masterprogrammet ingår de 15 olika institutionernas ca 30 representanter. Se länk: http://nynordiskmad.org/ fileadmin/webmasterfiles/Billeder/ Participants%20in%20Grythyttan%20 10-11%20okt%202013_01.pdf Årsrapport 2013 29 Project manager: Gunnthorunn Einarsdottir, [email protected], +354 858 5049 Project webpage: http://nynordiskmad.org/tema/sme-in-the-bioeconomy/ SME in the Bioeconomy Summary Small and medium sized food enterprises (SME’s) in the Nordic countries produce products of high quality from local raw materials. The aim of the project was to inspire and encourage knowledge exchange between SME’s for product development and marketing of local food. Conference was held in October in Östersund, Sweden. There Nordic SME’s where brought together for the purpose of gaining more knowledge, get inspired and to compete in the “Open Swedish Championship in Artisan Food Production”. Support of SME’s is very important to e.g. keep tradition alive, create high quality products and jobs in rural areas. Also to create destinations for food tourism. Objectives The main aim of the project “SME in the Bioeconomy” was to inspire and encourage knowledge exchange between small and medium size food enterprises (SME’s) in the Nordic countries for product development and marketing of local food. Activities Særimner is a Swedish idea- and knowledge forum for artisan food producers. Artisan food processing results in unique products with a flavour, quality and character that cannot be achieved through an industrial process. It involves the careful processing of principally local ingredients, often on the producer’s farm. This produces products, without unnecessary additives, which can be traced to its origins. Natural processes and handcraft are employed throughout the entire production process. 30 Årsrapport 2013 This year Særimner and New Nordic Food welcomed together SME’s from all the Nordic countries to take part in the seminar which was held the 8th -10th of October 2013 in Östersund, Sweden. They also had the chance to take part in the “Open Swedish Championship in Artisan Food Production”, where the best artisan food products in various categories were chosen. There were around 400 people who participated in the Særimner seminar. The programme of the seminar consisted of artisan food workshops mixed with debates and lectures and the theme for this year was “Artisan Food from the Nordic countries”. Over 600 products were sent to the championship from all the Nordic countries and 108 prizes where handed out to producers in various categories. During the competition the participants had the chance to sell their products in a Særimner shop. http://www.eldrimner.com/core/ files/sarimner_2013_hog_v3.pdf Matís applied to the Leonadro da Vinci fund for a vocational training grant. This grant was accepted and allowed 10 people from Iceland to attend the Særimner seminar. Five SME’s and five trainers at Matís (the trainers work with entrepreneurs and SME’s at Matís local food innovators centers) went to Östersund. During the stay they visited artisan food producers in Jämtlands län. The planned outcome of this Leonardo project was that the participants would gain new knowledge in small scale food production as well as getting new ideas and build a new network of people that were working in the same field. Results The results of the SME project; • SME’s from all the Nordic countries came to the Særimner seminar • Products from all the Nordic countries participated in the “Open Swedish Championship in Artisan Food Production” • New networks where created through both the seminar and through the Leonardo project • Through Særimner seminar there was a change of knowledge between SME’s, both locally and between the Nordic countries, and participants went home with new knowledge and inspiration for future product development. • New Nordic Food and Særimner got good media coverage in the Nordic countries Communication / dissemination of results Material from the Særimner seminar and other interesting material regarding SME’s from all the Nordic countries where disseminated through New Nordic Food channels like the homepage, blog and Facebook. More than 30 links to news sites, radio and TV stations in all the Nordic countries covering the Særimner seminar. Here are links to trailers which were used to introduce Særimner 2013 to SME’s in all the Nordic countries. English: https://www.youtube.com/ watch?v=mgcA7RDFnHo Swedish: https://www.youtube.com/ watch?v=xNss5j5Nbo0 An Icelandic New Nordic Food Facebook page was created to disseminate the results from all the New Nordic Food projects. Partners Iceland: Matís (Gunnþórunn Einarsdóttir) Denmark: Taste of Denmark/Culinary-Heritage of Bornholm (Thorkil Boisen) Finland: University of Turku (Heidi Valtari) Norway: Mære (Rita Backer Natvig), Nofima (Stine Alm Hersleth) and Bioforsk (Hilde Halland) Sweden: Eldrimner (Birgitta Sundin/Bodil Cornell) and Smaka på Skåne (Jannie S Vestergaard) Faroe Islands: Útoyggjafelagið (Olga Biskoptø) Greenland: Anne Sofie Hardenberg Discussion SME’s in the Nordic countries have come a long way in their production. Most of the production is based on traditional methods and craftsmanship. Today it has started to become a new trend to buy from local food producers. More and more consumers today want to know the origin of their products and are prepared to pay more for such a product. Therefore the future is bright for the SME’s and their production. Today there are only a small percentage of farmers and entrepreneurs that are active in this field so it is important to teach and inspire new people to develop new artisan food products. To do so it is crucial to have a strong support system that can help the SME’s to find their footing in their artisan food production. By supporting local food production, jobs in rural areas are created as well as destinations for food tourism. Through seminars like Særimner, where SME’s from different countries meet and exchange their knowledge, important networks are created. Taking part in a food competition will inspire and challenge the SME’s to make a better product of very high quality. Årsrapport 2013 31 Project manager: Charlotta Ranert, [email protected], +46 737 181318 Project webpage: http://nynordiskmad.org/tema/nordic-food-diplomacy/norden-som-gastronomisk-region/ THE NORDIC COUNTRIES AS A SUSTAINABLE GASTRONOMIC REGION SUMMARY Nordic cuisine has become an important factor in attracting tourists to the region. The region’s rich food culture and high quality restaurants have become worldrenowned in recent years and tourists increasingly associate the Nordics with the pleasure of enjoying fresh, local and sustainable food. There is a sizeable increase in the number of people who travel for food, and we see these ‘foodies’ coming to the Nordic region from all over the world. All national tourism organisations actively use food, food-related events and their culinary heritage in their national branding. New Nordic Food encourages cooperation between the Nordic countries to strengthen our common gastronomic profile even further and optimise the use of it as a selling point for the tourist industry. OBJECTIVES The aim of this project is to encourage tourism organizations in all Nordic countries to use food and the culinary heritage as a selling point in all marketing efforts. Visitors usually stay in more than one Nordic country, during their visit to this part of the world. Therefore, the objective must be to create a network and find synergies in each other’s work in order to jointly prepare proposals for how we can market the Nordic region as a distinct gastronomic region to international visitors and how to develop Nordic Street Food as a new and exciting business. ACTIVITIES •Conference nordic street food revolution, MALMö, Feb 2013. 32 Årsrapport 2013 See separate summary. • Street food Corner during the Eurovision Song Contest in Malmö, May 2013. See separate summary. • Street food festival and conference, San Francisco, AUG 2013 A small Nordic delegation headed off to San Francisco in August to participate in the world’s first and largest street food festival and street food conference. The aim of this trip was to gain further knowledge about street food and inspiration to develop the Nordic street food scene. • World Food Travel Summit, Gothenburg, sep 2013 see separate summary. •Arena Food conference, Stockholm, dec 2013 see separate summary. RESULTS, NETWORK & SUPPORT • New Nordic Food has kick-started the Nordic Street Food revolution with the conference in Malmö in February 2013 where people from all Nordic Countries (except Iceland) participated. •A Nordic street food network has been established. • Street Food was part of the Eurovision Song contest, both as part of the menu served to the visitors during the event and to the artists and VIP guests during the party after the final. • Food entrepreneur Pernilla Elmqvist has started her own Nordic Street Food business called “Nordic Street Food” • The knowledge and inspiration gained in Finland and in Britain has laid a strong foundation for the International Street Food Conference and Festival in Helsinki in 2014. • New Nordic Food has been sharing the stories of street food and our activities through social media. •An estimated 100 parking permits for food trucks will be issued in Stockholm. • 30 parking permits for food trucks are issued each year in Copenhagen. • The project provided ideas for Nordic speakers and best cases at the World Food Travel Summit. •A network for Arena Food. COMMUNICATION / DISSEMINATION OF RESULTS For the conference in Malmö, the project outlined a communications strategy for the event together with two communications experts. Media events before and during the seminar resulted in valuable TV time and a number of newspaper articles. A blogg from the conference was established on which followers could follow conference events and get updated reports continually. With the established collaboration with Richard Johnson and British Street Food Awards, Nordic Street Food has been reported on to a wider audience around the world. PARTNERS Partners: Smaka på Skåne, Richard Johnson, VisitSweden, Västsvenska Turistrådet, World Food Travel Association, Helsinki Foodism, Torikorttelit, Messukeskus, NY Ninjas, Måltidsriket Chefs: SilverSpoon (DK), Björn Ylipää (SE), Sponsors: Norwegian Seafood Council, Ålandsbagaren Åca, DISCUSSION All Nordic tourism organisations acknowledge the strong trend and interest in the region’s high quality restaurants and food culture. However, whether a fully developed marketing concept for Nordic food can be achieved by cooperation among those who are responsible for tourism in the different countries is debatable. Nordic street food is without question attractive and could be a growing area for budding food entrepreneurs. For this to happen, though council regulations must change and the business potential must be recognised fully from local authorities as well as politicians. By supporting street food activities and events in different parts of the Nordic region the project can play an important role in highlighting this up and coming industry and its front figures. This in turn can build a young and exciting street food scene in the Nordic countries as well as a tasty and sustainable food proposition for the Nordic consumer as well as the visitor. Adding the perspective of better and healthier food at sports arenas also strengthen the Nordic brand through various spots events. Årsrapport 2013 33 Project manager: Charlotta Ranert, [email protected], +46 737 181318, Project webpage: http://nynordiskmad.org/tema/nordic-food-diplomacy/nordic-street-food/ STREET FOOD MALMÖ Street Food, vällagad och ofta ny- skapande gatumat, är en växande global trend i matbranschen. I USA och Storbritannien har Street Food egna event och festivaler och alltfler duktiga matentreprenörer skapar egna Street Food – koncept för att stärka sina varumärken. I de nordiska länderna är den “nya” gatumaten ännu i sin linda. Ett 70-tal representanter från hela Norden deltog i den två-dagars konferens som anordnades i Malmö, den 5-6 februari inom ramarna för projektet Norden som Gastronomisk Region. Konferensen lyckades både belysa möjligheterna med Street Food och ge massor av inspiration. Dessutom knöts en mängd nya kontakter mellan personer som själva är aktiva inom mat och event. Resultat Att ämnet är attraktivt och intresset stort för gatumat bevisades inte minst genom att konferensen snabbt blev fullbokad. Extra resurser hade lagts på pressbevakning av evenemanget och blev också uppmärksammat i inslag i SVT samt i artiklar och bloggar. Redan dagarna efter konferensen kontaktades Ny Nordisk Mat av den norska aktören Food Studio som formulerat ett brev till Oslos kommun angående Food Trucks och Street Food. Smaka på Skåne kommer göra ett event med fokus på skånsk Street Food under Eurovision Song Contest och 1000 VIP gäster kommer serveras nordisk Street Food under avslutningsfesten på Slagthuset under Eurovision Song Contest. MAD Food Camp kommer att utveckla någon form av Street Food aktivitet innan sin årliga konferens i slutet av augusti. Ur innehållet: • Street Food är den viktigaste mattrenden sedan ekologiskt. • Brittiska Street Food – koncept har nu fått en så stark position på matmarknaden att även handeln visar intresse. •Restaurant Day i Finland öppnar krogar för en dag i hemmet, i parker och på gatan. • Köpenhamns kommun, ger i år tillstånd för 30 gatumatsförsäljare att parkera gratis i stadens centrala delar. •Roskildefestivalen satsar på Street Food och serverar sammanlagt 3 miljoner måltider. • Trafikkontoret i Stockholms kommer att ändra sitt reglemente och ett nytt ska presenteras under 2013. • Sociala medier är viktiga kanaler för att sprida budskap om Street Food • Konferensen blev upptakten till en internationell konferens i Finland i mars 2014. Samarbetspartners Konferensen var ett samarbete mellan Ny Nordisk Mat II och Smaka på Skåne, som är en del av Livsmedelsakademin. 34 Årsrapport 2013 Project manager: Charlotta Ranert, [email protected], +46 737 181318 World Food Travel Summit GöTEBORG New Nordic Food acted as partner for the World Food Tourism Association at the second World Food Travel Summit in Gothenburg. Participants from around 40 different countries spent three to five days together learning about the latest trends in culinary travel. New Nordic Food invited delegates to a lunch focusing on Nordic Street Food. During the process leading up to the WFTS New Nordic Food was deeply involved in creating the programme for the conference, adding Nordic speakers and best cases to the conference programme. The host were VisitSweden and Västsvenska Turistrådet. Björn Ylipää staged the Nordic Street Food lunch and Norwegian Seafood Council sponsored the salmon and cod served. From Åland ÅCA sponsored with dark Ålands bread and butter. text Årsrapport 2013 35 Projektledare: Louise Alenbrand & Jesper lindstrÖM, ÖSTgÖtAMAT, [email protected] Project webpage: http://nynordiskmad.org/tema/nordic-food-diplomacy/norden-som-gastronomisk-region/haallbara-gastronomiska-regioner/ Hur skapas hållbara gastronomiska regioner? – att få resultat från mat & måltids-projekt att bli bestående och självfinansierade I Norden arbetas det intensivt med olika projekt kring mat & måltider. Men hur får vi resultaten att leva vidare, då projekt-pengarna tagit slut. Målet är ju att skapa hållbara gastronomiska regioner, som inte är beroende av stöd? Detta var utgångspunkten under workshopen. Utifrån olika nordiska exempel – ”Best Practice” – diskuterades hållbarhet i arbetet med gastronomiska regioner. Syftet var att skapa nordiska nätverk, utbyta erfarenhet och fungerande modeller. Området är stort och avgränsades därför utifrån arbetet i Östergötland, där Linköping ligger. Fokus låg därför på; Gastronomisk turism samt producentsamverkan. Seminariet genomfördes den 2-3 september i Linköping, tillsammans med Södertörns högskola som, på Jordbruksverkets uppdrag, analysera vilka faktorer som är viktiga för att få ”Hållbara gastronomiska regioner”. Deras arbete ingår i ett regeringsuppdrag för att mejsla fram de faktorer som är nödvändiga för att få gastronomiska regioner att utvecklas och blomma. Workshopen i Linköping ingick som en del i detta arbete för att bidra med nordiska erfarenheter i denna analys. Deras rapport har titeln: Kulinariska regioner, ett verktyg för regional utveckling – ett diskussionsunderlag. KOMREC: Studies in environment and development, nr 11. Rapporten kan sökas på Internet eller hämtas från bl.a. NNM II hemsida. Målgrupp för workshopen var projektledare med erfarenheter inom mat-branschen, som utvecklade beprövade metoder och modeller i sitt arbete. 36 Årsrapport 2013 Food-hopping Som en del i workshopen ingick en food-hopping, som vuxit fram som en möjlighet för gastronomisk turism att lära känna ett större urval av restauranger under ett besök. Food-hopping innebär att man under ett antal timmar samma dag besöker flera olika restauranger och provar deras mat, ofta i kombination med en presentation. Maten kan vara allt från en lagad rätt på menyn, till mindre smakprover, som signalerar restaurangens inriktning och kvalité. Food-hoppingen i Linköping hade även kombinerats med teater, i form av små scener som utspelade sig under vandringen mellan restaurangerna. Även detta ett sätt att berika upplevelsen under ett besök, samtidigt som man kan väva in information. I detta fall handlade det om en historisk utveckling av kroglivet i staden. Project manager: Charlotta Ranert, [email protected], +46 737 181318 Project webpage: http://nynordiskmad.org/tema/nordic-food-diplomacy/norden-som-gastronomisk-region/arenamat/ ARENA FOOD stockholm The Nordic countries have made a mark in the gastronomic world amongst visitors to fine dining establishments and our restaurants are renowned for their level of implementationand for using top-quality produce. However, when it comes to providing food on a larger scale, the picture is somewhat different. Traditionally, street food and food provisions at sports arenas have been dominated by hot dogs and not much else. And although other areas of the food world have made progress and moved on since the early 1900’s, food services at sports arenas have stayed more or less the same. But now the time for change has come and this year we have seen several examples of what is about to happen. At a workshop in Stockholm, a group of project workers, all participating in different projects involving arena food, met to discuss the future of Nordic food served at arenas. •Arena food services, catering for the many, Annika Grälls • Eat Norway, Unn Karin Olsen • Packaging – challenges and opportunities, Lena Dahlgren • Sports add value to visitors’ destinations, Leif Johansson, The Swedish Sports Confederation. OBJECTIVES The purpose of the workshop was to bring the topic of better and healthier arena food into the Nordic context. This was done through knowledge sharing, inspirational presentations and discussions. We also created an embryo for a Nordic Arena Food Network. RESULTS •A New Nordic network was created and a dialogue was established between countries. • Inspiration and knowledge was shared through the best case presentations. •A long list of ideas on different initiatives to raise the topic of better and healthier arena food was created. • A decision was made to hold a conference on the topic of Arena Food in Norway in late 2014. ACTIVITIES BEST CASE PRESENTATIONS – PARTICIPANTS • Signature flavours and the Eurovision Song Contest food concept, Charlotta Ranert, food co-ordinator. • Local food at Finnish baseball games – concept and reality, Anna-Kaija Kaikkonen TOUR OF FRIENDS ARENA A walking tour around Friends Arena was organised with food and beverage manager Bengt Mårtensson as our guide. WORKSHOP AND GROUP DISCUSSIONS What are the challenges when working with arena food and what are the possibilities for the future? The workshop method called OPERA was used in the discussions which resulted in a list of issues that we can start working on. The project was collaboration with New Nordic Food II and Måltidsriket, Grythyttan. Årsrapport 2013 37 CMA Research AB, January 2013 Midway evaluation of NNM II Summary of the results Planned activities are carried out and the site itself could become better if Ny Nordisk Mat posted more pictures as well as materials in different languages. projects are clearly defined The majority of the respondents from the groups Project Managers and Work group find the activities planned by Ny Nordisk Mat to be carried out. They also consider the projects financed by Ny Nordisk Mat to be clearly defined. However, only a few agree with the statement that they have enough time/ resources to complete their part of the work within Ny Nordisk Mat in a satisfying way. The program is on a good way to reach its goals The answers of the questions regarding NNM’s goals indicates that the program is on a good way to reach them. Many find the program to be a great way to collaborate and expand their network. Need of information in different languages Three of four respondents have visited NNM’s website during the last six months. The majority of the respondents find the information on the website and the informational letters to be interesting. Even though the majority of the respondents find the informational letters and the information on NNM’s website interesting, many would like to see them being translated into English and other Nordic languages in addition to Danish and Norwegian. Furthermore, many find the information on NNM’s Facebook site to be interesting, but 38 Årsrapport 2013 Conclusions “Together we stand strong” There is a common perception where promoting the region is seen as an overarching goal. To reach that goal we need to work together, share ideas, experiences and information and inspire each other to strengthen the Nordic identity. In this lies the strengths of Ny Nordisk Mat. Ny Nordisk Mat works as a stage where representatives can meet to expand their network, discuss different issues and participate in various projects. However, some aspects of the program have potential for improvement. The programs general communication could become more clearly and better reach out to the public and raise awareness amongst ordinary people. Some respondents find the program to be a bit too focused on the professionals operating the food market and that the common people are being overlooked. Another issue seems to be that the program is much more known amongst public and private actors in Denmark and Norway compared to Sweden. Furthermore, the available information from Ny Nordisk Mat is often only written in Danish or Norwegian. The people from other Nordic countries who are lacking knowledge of those languages have therefore a difficulty taking part of the information. This problem can easily be solved by also publishing information in English. This would not only help people “Together we stand strong” from other Nordic countries to take part of the information, but it would also make the information from Ny Nordisk Mat more accessible to people all over the world. Overall, the respondents believe the program Ny Nordisk Mat to be a fruitful collaboration and the majority would gladly see an continuation of the program. Many respondents points out the importance of working together, hence one respondent comments – “Together we stand strong”. Information about the evaluation Background and purpose The Swedish Board of Agriculture, who is the managing authority for the program Ny Nordisk Mat II, and wanted to conduct a midway evaluation of the program. The purpose of the evaluation is to investigate how NNM II has worked, its results, and provide suggestions for improvement and for the next two years. Method The first stage of the study was a prestudy to become familiarised with NNM and to better understand how the programs goals, objectives, and activities are structured. This is of importance when developing a questionnaire and to more effectively identify the target group for the study. A web based questionnaire was sent out to 962 persons that subscribes to the e-mail newsletter. 180 e-mail addresses were inactive and two persons answered that they didn’t want to participate. Facebook users, that are members in NNM’s Facebook group, have also been able to answer the web based questionnaire. In all, we have got 122 web answers and 58 Facebook answers. Two reminders were sent out to the respondents that did not complete the questionnaire in time. The response rate on the telephone conducted part of the survey is 72 % (67 responses). Seven of the numbers on the list given to us from NNM could not be used because of different circumstances (person long-term sick etc.). The respondents have also been given the opportunity to answer open-ended questions about the programs concept, activities, strengths etc. throughout the survey. All comments and replies to the open-ended questions can be found in the appendix. Realisation The survey was conducted by CMA Research AB during the period December 2012 – January 2013. The questionnaire The questionnaire consists of the areas: General Questions, Program Goals, The Work related to Ny Nordisk Mat and its Projects, Effects and Usefulness, Information and communication and Overall View and Ideas for Development. The questionnaire is available in Swedish and English. For more information, please visit www.cmaresearch.se. Project manager at CMA: Johanna Svanberg. Responsible for analysis and reporting: Denis Zgela. Contact person at the Swedish Board of Agriculture: Magnus Gröntoft. Årsrapport 2013 39 Medlemmar i styrgruppen Danmark Mads Fischer-Møller Fødevarepolitisk kontor, Fødevareministeriet Slotsholmsgade 12, 1216 København K [email protected] Finland Kirsi Viljanen Jord- och skogsbruksministeriet PB 30. FI-00023 STATSRÅDET, Helsinki [email protected] Finland Anni-Mari Syväniemi Centralförbundet för lantbruksproducenter och skogsägare Simonkatu 6, 00100 Helsinki [email protected] Færøerne Oyvindur av Skarði, Rådgivare Ministry of Trade and Industry Tinganes FO-110 Tórshavn [email protected] Grønland Peter Løvstrøm Departementet for Fiskeri, Fangst og Landbrug, Postboks 1601. 3900 Nuuk [email protected] Island Kristinn Hugason Ministry of Industries and Innovation Skulagata 4, 150 Reykjavik [email protected] Norge Elisabeth Wilmann Fiskeri- og kystdepartementet Grubbegt. 1, Postboks 8118 Dep, 0032 Oslo [email protected] Norge Inger Solberg, Direktør Innovasjon Norge Pb. 448 Sentrum, Akersgata 13, 0104 Oslo [email protected] Sverige Jens Heed Landsbygdsdepartementet Fredsgatan 8, 103 33 Stockholm [email protected] Åland ordförande Lena Brenner, Ålands landsbygdscentrum AX-22150 Jomala, Åland [email protected] NMR Programansvarig Magnus Gröntoft, sekr. i Ny Nordisk Mat Jordbruksverket, 581 86 Linköping [email protected] Tel. +46 705 83 65 66 NMR observatör Mads Wolff, rådgivare Nordiska ministerrådet Ved Stranden 18, 1061 Köpenhamn K [email protected] 40 Årsrapport 2013 Medlemmar i arbetsgruppen Danmark Emil Blauert, projektchef Madkulturen Maglegårdsvej 12 4000 Roskilde [email protected] Finland Petri Koskela, informatör Jord- och skogsbruksministeriet PB 30, 00023 STATSRÅDET [email protected] Færøerne Gutti Winther, Køkkenchef Undir Ryggi 13, 100 Tórshavn. Faroe Islands [email protected] Island Sigrún Elsa Smáradóttir Matis, Vínlandsleið 12, 113 Reykjavík [email protected] Norge ordförande Einar Risvik, Senior forsker/Professor Nofima Osloveien 1, 1430 Ås [email protected] Sverige Johanna Dahlin, Dep. sekreterare Jordbruksdepartementet Fredsgatan 8, 103 33 Stockholm [email protected] NMR Proj.ledare Magnus Gröntoft Nordiska ministerrådet 581 86 Linköping [email protected] Tel. +46 705 83 65 66 NMR observatör Mads Wolff, rådgivare Nordiska ministerrådet Ved Stranden 18, 1061 Köpenhamn K [email protected] NICe observatör Simen Strand Jørgensen, NI Stensberggt. 25, N-0170 Oslo [email protected] Nordens Hus, Island Mads Holm, Prosjektleder Sturlugötu 5 - 101 Reykjavík, Island [email protected] STYR- OCH ARBETSGRUPPENS MÖTEN OCH ARBETSUPPGIFTER Styr- och arbetsgruppen i NNM II har haft två möten vardera. 11-12 mars i Malmö arbetsgruppen 25-28 maj på Färöarna styrgruppen 3-4 september i Linköping arbetsgruppen 7 okt i Östersund styrgruppen Styrgruppen har ansvarat för den övergripande inriktningen och utvärderingen av arbetet i NNM II, samt förankringen av programmet i respektive land. Under året har det också varit en livlig diskussion om det nordiska ”mat-samarbetet”, då programmet löper ut vid årsskiftet 2014/15. Denna fråga är viktig med anledning av den förändrade syn på nordiskt mat, som skett under de senaste 10 åren. Arbetsgruppen har fungerat som stöd och förankringspartners till det praktiska arbetet inom NNM II, som genomförts av programmets olika projektledare. Då utvecklingen av nordiska nätverk är en av programmets huvudsakliga uppgifter har både styr- och arbetsgruppen en viktig funktion. Deltagandet i arbetet är högt och utgör en viktig resurs då de även finansieras utanför NNM II’s anslag. Årsrapport 2013 41 EKONOMI 2013 Nedan ges en översikt av 2013 år ekonomi för NNM II. Mer detaljerade uppgifter finns i respektive delprojekts årsredovisning, se länkar i årsrapporten för mer detaljer. I årsrapporten redovisas både projekt finansierade av MR-FJLS och externa finansiärer. I beloppen är inte bidrag från samarbetspartnerna inkluderade. Några arbeten som redovisas i denna årsrapport, t.ex. Midvejsrapporten, var budgeterade på 2012, men blev klara 2013. Område Projektledning 650.000 DKK Kommunikation 400.000 DKK Barn, mat & hälsa 400.000 DKK Nordic Food Diplomacy 350.000 DKK Mat till många. Masterutbildning i Norden 100.000 DKK Mat & kulturella & kreativa näringar 600.000 DKK Bio-Ekonomi (SME) 400.000 DKK Halvtids-evalueringen av NNM II Övriga kostnader 1/ Andra finansiärer 70.000 DKK 180.000 DKK Jordbruksverket: Matlandet och nordiska nätverk 650.000 SEK Utrikesministeriet i Stockholm: Gastronomiska regioner 500.000 SEK Summa 1/ 42 FJLS 3.150.000 DKK Här ingår kostnader för styr- och arbetsgrupp, resor, visa datakostnader, etc. Årsrapport 2013 1.150.000 SEK Ny Nordisk Mat II Årsrapport 2013 FOTO • framsidan ©Harriet Strandvik • 2 ©Ny Nordisk Mat • 3 ©Andreas Hylthén • 6-7 ©Jiang Kaiqiang, ©Monica Santos Herberg • 10-11 ©Harriet Strandvik, ©Margit Vea • 12 ©Jiang Kaiqiang • 13 ©New Nordic Food • 16-17 ©Jiang Kaiqiang • 18-19 ©New Nordic Food • 20-21 ©New Nordic Food • 22-23 ©New Nordic Food • 24-25 ©Jiang Kaiqiang • 26-27 ©Lillian Santos Herberg, ©Monica Santos Herberg, ©New Nordic Food • 28-29 ©Andreas Hylthén • 30-31 ©Stéphane Lombard • 36 ©LOUISE ALENBRAND • 38 ©Andreas Hylthén LAYOUT Louise M. Jeppesen – WWW.keepyourdarlings.com Print Länsstyrelsen, Linköping, Sverige www.nynordiskmad.org www.nfd.nynordiskmad.org www.facebook.com/nynordiskmad www.twitter.com/NyNordiskMat www.youtube.com/NyNordiskMat www.nynordiskmad.blogspot.fi Årsrapport 2013 43 www.nynordiskmad.org www.nfd.nynordiskmad.org www.facebook.com/nynordiskmad www.twitter.com/NyNordiskMat www.youtube.com/NyNordiskMat www.nynordiskmad.blogspot.fi 44 Årsrapport 2013
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