From Label to Practice: the Process of Creating New Nordic Cuisine
Journal of Culinary Science & Technology,11:36–55,2013 Copyright © Taylor & Francis Group, LLC ISSN: 1542-8052 print/1542-8044 online DOI: 10.1080/15428052.2013.754296 From Label to Practice: The Process of Creating New Nordic Cuisine HALDOR BYRKJEFLOT,1 JESPER STRANDGAARD PEDERSEN,2 and SILVIYA SVEJENOVA2 1University of Oslo, Oslo, Norway 2Copenhagen Business School, Copenhagen, Denmark This article examines the process of creation of new Nordic cui- sine (NNC) as a culinary innovation, focusing on the main stages, actors, and mechanisms that shaped the new label and its prac- tices and facilitated its diffusion in the region and internationally. Fast-paced diffusion was possible because NNC was conceived as an identity movement, triggered by active involvement of entrepreneurial leaders from the culinary profession, high-profile political supporters, legitimating scientists, disseminating media, and interpreting audiences. It was facilitated by three mechanisms: First, the use of an “empty” label, without a previous meaning in food, yet with positive connotations in other domains, allowed establishing a positive abstract notion open to interpretations and different practices. Second, the invitation for participation and financial support for innovative initiatives allowed for more actors and institutions to develop practices associated with the NNC label. Third, organized dissemination allowed the excitement and engagement with the new label to spread quickly. KEYWORDS New Nordic Cuisine, culinary innovation, diffusion, identity movement Received 28 March 2012; accepted 11 June 2012. We would like to thank our informants Eivind Hålien, Peter Kreiner, Claus Meyer, Ólafur Örn Ólafsson, Harald Osa, Einar Risvik, Finn Børre Stokholm, Mette Vinther Talberg, Fannar Vernharðsson, and Andreas Viestad for sharing their insights about New Nordic Cuisine.
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