New Nordic Food 2010-2014 Mads Randbøll Wolff Senior adviser Nordic Council of Ministers
New Nordic Food The questions for today concerning New Nordic Food: - What is the goal for New Nordic Food? - How can AGR benefit of New Nordic Food?
Introduction Manifesto for a Nordic Kitchen The Declaration Århus New Nordic Food I New Nordic Food II Sum up
Take what? You might as well produce quality aim for the best quality, not for the best price! You might as well use GR Make a difference! Local products are not necessary good products, and the same goes for GR! Don t do as usual! Localization! In other words, its a
Challenge!
GOAL? So what is the goal? Du skal ikke finne bedre and! Not a single goal but many goals linked to food culture, regional and rural development, health, business development, competition etc. To create awareness and acknowledgement on what, why and how we are producing and consuming, and to use that acknowledgement to improve the way we are producing and consuming.
Manifesto for a Nordic Kitchen - 2004 Det nye nordiske køkken skal: 1. - udtrykke den CLEAN, FRESH, SIMPEL og ETHICAL, som vi gerne vil forbinde med vores region 2. - afspejle de skiftende årstider i sine måltider - SEASONS 3. - bygge på råvarer, som bliver særligt fremragende i vores klimaer, landskaber og vande - TERROIR 4. - forene kravet om velsmag med moderne viden om sundhed og velvære HEALTH and WELLBEING 5. - fremme de nordiske produkters og producenters mangfoldighed og udbrede kendskabet til kulturerne bag dem DIVERSITY AND CULTURE 6. - fremme dyrenes trivsel og en bæredygtig produktion i havet og i de dyrkede og vilde landskaber ANIMAL WELFARE AND SUSTAINABLE PRODUCTION 7. - udvikle nye anvendelser af traditionelle nordiske fødevarer INNOVATION 8. - forene de bedste nordiske tilberedningsmetoder og kulinariske traditioner med impulser udefra MEET THE WORLD 9. - kombinere lokal selvforsyning med regional udveksling af varer af høj kvalitet LOCALLY REGIONALLY 10. - invitere forbrugere, andre madhåndværkere, landbrug, fiskeri, små og store fødevareindustrier, detail- og mellemhandlere, forskere, undervisere, politikere og myndigheder til et samarbejde om dette fælles projekt, der skal blive til gavn og glæde for alle i Norden AN INVITATION
The Århus Declaration - 2005 Declaration of the Nordic Ministers of Fisheries and Aquaculture, Agriculture, Food and Forestry 1. Initiate a New Nordic Food programme 2. Call for national, private as well as public initiatives to follow up
New Nordic Food I 2007-09 Ny Nordisk Mad er en værdiskabende og innovativ satsning i tråd med s vision, "Norden som global vinderregion". VALUECREATING and INNOVATIVE Ny Nordisk Mad skal være med til at brande og synliggøre vores nordiske værdier ved at koble Nordens styrker inden for bl.a. regionale værdier, gastronomi, erhvervsudvikling, råvarer og turisme. BRANDING Formålet med s program er at give nordboerne smag for nordisk mad - i et tidssvarende perspektiv. TASTE Two specific GR projects: - Meat, milk and cheese - Cereals Several other projects involving NordGen and other GR actors. I.e. the NOMA Food Lab.
New Nordic Food I National initiatives National public initiatives in Denmark, Finland, Norway and Sweden Private sector initiatives in all countries OPUS in Denmark 100 MDKK from a private fund to do research in the New Nordic Diet
New Nordic Food II - New programme 2010 2014 - Annual budget 3,1 MDKK - Communication rather than innovation - Focus on Genetic resources - Additional funding expected: 1 MDKK/year 2010 2012 focusing directly on New Nordic Food & Branding
New Nordic Food II Proposal for a new program will be presented by the end of the year 2009. Workshop November. Stakeholders will be invited, including GR people.
New Nordic Food II Focus areas: NNF and culture Foodculture NNF and branding NNF and tourism NNF and regional development NNF and GR NNF, health and food for every day
New Nordic Food II - Method Relatively small budget Focus on communication on New Nordic Food - find solutions and communicate them! Not on funding innovation (which would demand 100MDKK/year) Questions: - what are the challenges? - what are the obstacles? - how can wee respond to them? - who are responsible (public, private, organisations, producers, retailers etc.)? - how can we cooperate to find new solutions? Seminars, workshop, symposiums etc. to find solutions and formulate action. Events etc. to create awareness and simply to do it!
New Nordic Food II and GR Eat it to conserve it! How can GR contribute to secure unique Nordic produce and products with focus on taste and diversity? GR and Nordic Terroir a good combination to increase the uniqeness of the products which can have great potentials in branding the Nordic region. NordGen is a key institution in the work.
New Nordic Food II and GR The programme will focus on: - Specific challenges - What to do about them action plans! - How to communicate about them! - AGR - What is the problem? - What can we do about it? - A question for you!
How can AGR benefit of New Nordic Food? New Nordic Food is not the solution to AGR, but could be a part of it! New Nordic Food is focusing on sustainable use, but in that respect it might be possible, that it could contribute to improving conservation issues. NNF: A focus on quality, taste and diversity, not on nature conservation etc.!