Nordic Food Diplomacy – the website on how to use New
Nordic Food to strengthen your brand has been launched!
We have the world’s best restaurant for three
consecutive years, Noma, in Copenhagen; we have 5 Nordic chefs in the top 7 of
Bocuse D’or and the Swedish chef’s team just won the gold medal in the culinary
Olympics. 60,000 American school children ate Nordic Food last spring. Nordic
chefs travel to Japan and cook Nordic Food at Japanese restaurants and run sold-out
cooking events. There are hundreds of Nordic food projects underway focusing on
everything from healthy and appetizing hospital food to projects developing
children’s taste buds.
So why is it that it’s still a challenge for many of
our Nordic Embassies around the world to understand the impact of using Nordic
food and meal experiences as a branding tool and a strengthener of the country’s
identity?
The Nordic Food Diplomacy project focuses on this
challenge. It aims to raise the awareness of what a powerful tool food and
meals are in branding one’s country.
It focuses on using Nordic Food to strengthen the
Nordic brand on a Nordic, national or regional level, using food and meals as a
powerful tool. The target group for this project is the people working in the
Nordic Embassies and other Nordic organizations around the world.
The project has been running since the spring of 2011
and has involved lots of people.
It started off with a workshop in Stockholm where the
need for a basic website was identified. There was a desire for the website to
contain a toolkit with lots of different tools which could be useful when
planning and executing an event.
A need was identified for basic information on New
Nordic Food and the Nordic countries which could be used in the storytelling.
A need was also identified for Nordic recipes as well
as film clips, creative concepts, business models and ideas for collaboration.
Lots of interviews were conducted with people working
in embassies and other Nordic organizations, including chefs, to identify their
need for information and inspiration.
A great job was done in collecting information in
English for the website.
A reference group was created with people from
different embassies and other Nordic organizations who were involved in the
process of developing the website.
The tools have been developed, tested, evaluated and
documented during a number of pilot projects.
As a result of all the work done the website has been
built up over the past year and was launched in the middle of October.
It has been launched in collaboration with the Nordic
Council of Ministers and the Foreign Ministries in order to set focus on the
power of using food as a branding tool.
Please visit the website and get some inspiration on how
you can incorporate Nordic Food Diplomacy in your everyday working life!
And help us spread the word about this website to all
Nordic companies and organizations etc. around the world.
Charlotta Ranert
Project Manager
Nordic Food Diplomacy
New Nordic Food
Your Information is so informative.
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