A Bite of Denmark a How-To Guide for Danish Culinary Diplomacy

HOW-TO GUIDE TABLE OF CONTENTS 01

A BITE OF DENMARK A HOW-TO GUIDE FOR DANISH CULINARY DIPLOMACY

1ST EDITION, 2019 HOW-TO GUIDE INTRODUCTION 02

SERVING A MENU OF SOLUTIONS — THE DANISH WAY

With this how-to guide, we hope everyone The culinary revolution is a tale of a country that representing Denmark will feel inspired to make has always been focused on high quality when it culinary diplomacy a part of their effort to promote comes to food. Traditionally, Denmark has been Denmark, Danish products and Danish ideas inter- known as a world leader in food safety, advanced nationally. technological equipment for the food industry and high-quality, uniform industrial products as well as Food & gastronomy is a strong part of Denmark’s sustainable solutions and natural ingredients. brand internationally. By working consciously with culinary diplomacy as part of export activities, Today, the World faces pressing food issues such public diplomacy activities and official functions, as over-nutrition, under-nutrition, food waste and Danish gastronomy and food can act as a lever for carbon footprint. The sustainability challenge is at exports across sectors. the centre of the thinking of both Danish top chefs and top food companies. While Denmark offers Denmark has gone through a gastronomic awak- solutions for the food realm of tomorrow, Danish ening. Touching off from the New Nordic Kitchen food & gastronomy can also add to the overall story Manifesto of 2004, Denmark has undergone a about Denmark and Danish products. Working revolution in the realm of restaurants with Noma with culinary diplomacy is working with Denmark’s becoming both the epicentre and symbol of a brand and export potential. broader trend, where chefs have gone from anonymous meal providers to rock stars and Good luck! thought leaders. The eyes of the world have been trained upon Denmark as a gastronomic beacon Lise Walbom, and the ideas from the New Nordic Kitchen have CEO spread and inspired chefs all over the globe. Food Nation

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TABLE OF CONTENTS

This how-to guide is meant as an inspiration catalogue for everyone INTRODUCTION 02 working with the promotion of Danish exports, Denmark as a destination and Denmark as a brand internationally. KEY ELEMENTS 06

The how-to guide symbolises a new and heightened focus on food STORYTELLING 10 and gastronomy as a central part of Denmark’s image as a country. Whether it is gastronomy, food safety or organic production and WHAT TO SERVE 15 consumption, Denmark is at the forefront. This will hopefully be felt, tasted and experienced when doing promotion for Denmark abroad. CREATING A DANISH ATMOSPHERE 20

The how-to guide is a toolbox with a mix of guidelines, ideas and links FOOD CONCEPT IDEAS 23 to contacts and further information. It has been developed by Food Nation with input from the ministries CHECKLISTS 28 of foreign affairs, environment & food and business, industry and financial affairs as well as relevant organisations such as Danish INSPIRATION 34 Agriculture & Food Council, Confederation of Danish Industry, Visit Denmark and Food Organisation of Denmark. CONTACTS 37

The how-to guide has been developed based on an analysis of the current state of Danish culinary diplomacy and interviews with a range of key actors such as embassies, food companies, organisations as well as chefs. HOW-TO GUIDE INTRODUCTION 04 INSPIRATION FROM PREVIOUS EVENTS

Danish Culinary Diplomacy can be an effective branding tool. Many embassies, organisations and companies are skilled at making what we serve underlign what we say and what we sell.

The following are a selection of examples of culinary diplomacy activities with different audiences, geographies and agendas.

They will be continuously supplemented with more best cases to inspire and serve as a starting point for knowledge sharing among the embassies, consulates general, ministries, organisations and the private sector involved. HOW-TO GUIDE INTRODUCTION 05

INSPIRATION FROM PREVIOUS EVENTS

NEW NORDIC WITH A MIX OF CROSS-OVER IN GHANA LOCAL INGREDIENTS For the return Dinner at HM the Queen’s state visit For the official dinner at the 2018 Beijing Design to Ghana in 2017, a dinner was created in cooper- Week, chef Kamilla Seidler and Food Organisation ation between local Noma-inspired chef Selassie of Denmark created a dinner that used a mix of Atadika and Danish chefs Nikolaj Kirk & Mikkel Danish and local ingredients for a dinner that Maarbjerg. The dinner mixed ingredients, spices applied signature techniques of the New Nordic and cooking techniques from Ghana and Denmark kitchen. This way, the dinner was both appealing to and was a huge success. local taste-buds, more sustainable by not shipping everything in and an example of New Nordic cuisine CREATING A DANISH ATMOSPHERE in a specific place at a specific time. The Danish representations in China have made it a signature trait to incorporate Danish culture in COOKING CHALLENGE: DENMARK VS. SWEDEN the culinary diplomacy efforts. For Open Embassy For the export promotion event in 2017 in Stock- events they have been serving gourmet hot dogs, holm, Visit Denmark and Danish Agriculture & Food for dinners at the Consul General’s residence in Council arranged a cooking challenge between Shanghai, they have made a point of creating a 2 pairs of Danish and Swedish chefs. Each Dane jackets-off, rolled-up sleeves atmosphere to facili- invited their Swedish counterpart to their home tate a more informal setting for dinner conversa- destination to pick out local products and to test tion. recipes. The dialogue at the destination was filmed by the well established food magazine Munchies, DANISH ON A BUDGET and the video was us used both during the event For the export drive to Finland in 2018, the embas- and in social media after the event, raising the B2C- sy had limited resources for planning the dinner. reach of the event. They chose a good venue and a skilled local caterer The royal highnesses Crown Princess Mary and to prepare an ‘international’ menu with no particu- Prince Daniel witnessed the cooking challenge and lar Danish concept. But they created a Danish angle were asked to taste and choose between the two on the dinner by serving Danish beer as aperitif and regional recipes. The rest of the audience also tes- Danish liquorice and chocolate for coffee, thereby ted the two recipes. Press focus and B2B-dialogue creating starting points for storytelling. Danish was intensive, and local Danish ingredients were ingredients were highlighted. highlighted. HOW-TO GUIDE TABLE OF CONTENTS 06 KEY ELEMENTS

This chapter describes ideas for working with culinary diplomacy. HOW-TO GUIDE KEY ELEMENTS 07

DANISH CULINARY DIPLOMACY: SMALL, MEDIUM, LARGE

Gastronomy and food can serve as a vehicle to tell the Danish story as part of a general public diplomacy effort around culture and lifestyle. And it can be a lever to open markets and close deals – within food exports as well as others business areas. Today we are already serving food and drinks. To work with culinary diplomacy is to think about how we use the servings to tell stories and further our agenda and the Danish brand. No matter the size of the event or the resources for carrying it out, there are always opportunities to include a touch of Danish culinary diplomacy. Resources for planning and retaining chefs are often scarce. It is not always possible to ship in Danish ingredients. Therefore, a measure of ‘small-me- LARGE dium-large’-thinking can be applied when planning culinary diplomacy events. Creating a food concept for a specific event mixing Danish products and local customs. Table setting and decor could have a Danish expression and relevant actors could be engaged in storytelling or an ele- MEDIUM ment of show cooking. Chefs from Denmark could be active with a local celebrity chef. At a medium level, Danish food products and ingredients could be prepared by a Danish chef Please note that some larger events demand extra presenting the menu and products. resources for planning to make sure the food SMALL Or a few Danish elements could be combined, e.g. concept, logistics and cooperation partners and Danish ingredients and drinks, a local caterer/chef chef all work together as one. and a Danish atmosphere combined with storytelling At a small scale, a number of Danish signature, around the food and informal or interactive out-of-the-box products such as beer to start or elements. chocolate to finish can be incorporated to create a Danish touch and a platform for storytelling. And preferably some Danish products can be part of the serving. HOW-TO GUIDE KEY ELEMENTS 08

CREATING A DANISH ANGLE WITH FOOD

DANISH INGREDIENTS: MEAT, DAIRY, SEAFOOD DANISH DISHES/ DANISH INGREDI- NORDIC CUISINE ENTS IN AND TECHNIQUES LOCAL PRODUCTS

DANISH FOOD PRODUCTS & STORYTELLING: BEVERAGES/ DENMARK AS A DRINKS FOOD NATION: THE DANISH DNA, POSITIONS OF STRENGTH ANGLE What defines Danish food and gastronomy and which elements can be applied in successful culinary diplomacy? DANISH CHEFS/FOOD AMBASSADORS DENMARK AS A You can make it Danish in a lot of ways: have a Danish chef apply techniques FOOD DESTINATION, such as fermentation and vegetable-focused gastronomy to local produce. NOTEWORTHY RESTAURANTS Introduce Danish signature dishes at a national day event made with a mix of DANISH RECIPES, AND PRODUCTS Danish and local ingredients etc. SPECIALITIES, DANISH FOOD SIGNATURE When branding Denmark through culinary diplomacy, you can not necessarily CULTURE AND PRODUCTS AND DISHES check all the boxes. But think about how to ‘make it Danish’ in a relevant way. LIFE STYLE And try to use it in your storytelling effort.

For example, if you are planning a dinner and have only a minimum of resources, find a way to include out-of-the-box Danish products such as beer, confec- tionary or spirits as part of the aperitif/after dinner serving. HOW-TO GUIDE KEY ELEMENTS 09

KEY ELEMENTS IN DANISH CULINARY DIPLOMACY

STORYTELLING WHAT TO SERVE

Culinary diplomacy involves a number of tools. They are detailed on the following pages and follow the logic of the model shown right. When choosing a food concept for a specific purpose, it is also relevant to DANISH FOOD consider the following points: & GASTRONOMY The purpose of the event: Closing export deals, negotiating market access, creating awareness, attracting tourism, cultural dialogue?

The occasion and frame-setting: Seminars? Standing buffet? Export promotion with product focus or broader public diplomacy effort to DECOR FOOD brand Denmark? AND CONCEPT The guests attending: Do we want to make specific products relevant in ATMOSPHERE IDEAS a local context or give our guests a taste of authentic Danish food culture?

Logistical factors and resources: What budget, chefs, products, sponsor- ships/local partners and venues are available? Is it possible to fly-in chefs, create a cross-over concept with local star chefs – or do we need to focus on a local caterer and make sure the drinks and chocolate are Danish? HOW-TO GUIDE TABLE OF CONTENTS 010 STORYTELLING

This chapter describes the core story and key messages about Denmark as a food nation. Furthermore, it includes a number of small food stories for conversation. An inspiration for creating alignment between what we say, what we sell and what we serve. HOW-TO GUIDE STORYTELLING 011 CORE STORY AND KEY MESSAGES

SERVING A MENU A GASTRONOMIC FINE DINING, HYGGE OF SOLUTIONS REVOLUTION & DANISH LIFESTYLE – THE DANISH WAY TO SHARE Denmark as a top food destination with 30+ Michelin stars Danish food and gastronomy is world-class Trend-setting approach to cooking and a signature for Denmark. – inspiring the world Informal approach to both luxury and everyday life Back to the Roots + Look to the World. From inspiring chefs all over the world to Constantly evolving Healthy, design-savvy lifestyle a leading position within organic products, natural ingredients and advanced solutions Gastronomic trickle-down: Design, décor and table setting for food production, Denmark punches above New Nordic at home its weight as a global player in food and gastronomy. In Denmark, successful researchers, entrepreneurs and food producers are working closely together when it comes to their knowledge of resource efficiency, sustainability, innovation, quality, food safety, organic SAFE HIGH QUALITY INSPIRATION FOR A production and gastronomy. FOOD PRODUCTS MORE SUSTAINABLE

In this way, gastronomy and food are key FOOD APPROACH strengths of Denmark and symbols of an Food safety advanced and balanced country with emphasis High-quality food Restaurants as thought leaders on cooperation, innovation, design and sustainability. High-value food exports Organic world leader

Unrivalled international recognition More sustainable food solutions through When Denmark tells a story about food, the and market access science and cooperation food also tells a story about Denmark. Producing more with less HOW-TO GUIDE STORYTELLING 012 INSPIRATION FOR STORYTELLING I

The following food stories will be well-known to some and new to others. They are meant as an inspiration catalogue. Also, please refer to page 14 for links to more stories and interesting food facts.

FOOD STORY #1: FOOD STORY #2: FOOD STORY #3: VOTE YES TO PORK! DANCING WITH COWS GOT YEAST?

‘Election pork’ is a well-known Danish expression, used to Each year, on a Sunday in April, Danes flock to farms all over Usually, key ingredients in food products are kept as closely describe all the empty promises made during an election the country. They come to watch the cows dance. Yes, really. guarded secrets by companies, but not at Carlsberg. Their campaign – but it is also a traditional Danish dish, recent- Dance. world-renowned yeast is available for all. ly voted the national dish of Denmark, ‘Stegt flæsk med persillesovs’. Fitting for a country that is among the largest The day is known as Organic Day and it’s the day the organic In 1883, Emil Christian Hansen, director of Carlsberg Labo- per capita pork producers and exporters in the world. milking cows are let out after a long winter spend in their in- ratories’ physiologic department succeeded in isolating the door shelter. At noon precisely, the farmers and guests open worlds’ first stable yeast for beer-brewing. It was named The first written example of ‘election pork’ dates back to the doors and the cows run outside, kicking and dancing and Saccaromyces Carlsbergensis and instead of locking up the 1898, where L.C. Nielsen introduced it in his poem ‘My Coun- enjoying the budding spring. recipe, Master Brewer J.C. Jacobsen chose to share it with try’, but it quickly became popular amongst both politicians breweries throughout Europe. and citizens. Organic day has become Denmark’s largest organic event, attracting more than 200.000 Danes in celebrating all the Until 1988, Danes could get some of the yeast for free; it Thrifty Danish butchers quickly caught the idea and happy cows as well as Denmark’s organic efforts. was dispensed for two hours weekly at the porter’s tower introduced an election pork dish. There is no definite recipe at New Carlsberg main building in Copenhagen. Even today, and the dish can be made with both fried and breaded pork, breweries large and small from all over the world can buy served with either parsley sauce, yellow peas or cabbage. Carlsberg’s famous yeast. HOW-TO GUIDE STORYTELLING 013 INSPIRATION FOR STORYTELLING II

FOOD STORY #4: FOOD STORY #5: FOOD STORY #6: COOL CLIMATE A TANGY TREND NOMA — REVOLUTION — COMPLEX TASTE ON A PLATE

Cool climate leads to slow growth of fruits, vegetables, fish Danes love their bread—rye bread, white bread, crisp bread, Well into the 1990’s, Danish food was still all about meat, and shellfish. And the slow growth process creates more buns, danishes, you name it. We buy it in super markets, at boiled potatoes and some sort of brown gravy and even our complex and nuanced flavors appreciated among chefs and delis and at bakeries and we bake it ourselves—many after own chefs didn’t have anything nice to say about Danish buyers in Denmark and on export markets. attending a baking class with some of the most famous cuisine. But when the calendar read 2003, René Redzepi and Shrimp from the waters off Greenland, fish from Danish Danish bakeries. Claus Meyer opened Noma, the name being short for Nordisk waters, shellfish from Denmark and the North Atlantic – all Mad (Nordic Food). are some of the best in the world. In the last five years, small-batch bakeries and specialty In the beginning, the Danish restaurant world laughed at the Did you know, for example, that the Danish climate is perfect bakers have been popping up all over. strict Nordic gastronomic concept and gave Noma nicknames for growing apples? While our rather cold summer might not like ‘Blubber Restaurant’ and ‘The Whale Penis’. Most media always be the best for lazy days on the beach, it makes for Sourdough is the keyword, making its way into even crois- outlets and colleagues saw the place as nothing more than slow growing fruits. sants, pigs in blanket and other famous delicacies. It seems a silly idea, a 24-hour fly. As the saying goes, the rest is his- Each fall, apple lovers are rewarded with a large variety that the tangy, yoghurt-y bread flavor suit our Nordic taste tory — Noma embodied a gastronomic revolution that made of apples bursting with exciting, complex flavors due to a buds so much that Danes have gone crazy for sourdough. New Nordic cuisine the talk of towns everywhere. content of more acidity and less sugar. Luckily, our sharing culture is alive and well, meaning that Today, Noma has reopened at a new location and with a new, Denmark has an abundancy of apple festivals and a Lobster we happily swap starters with family, friends and coworkers seasonal focus, once again raising the bar for restaurants in festival each year in the island of Læsø. and bakeries are also giving their sourdoughs away for free. Copenhagen and the rest of the world. HOW-TO GUIDE STORYTELLING 014 MORE STORIES

You can find more stories, food facts, toolkits and relevant topics for storytelling by following these links:

Food Nation Danish Agriculture & Food Council The Danish Food and Drink Federation Visit Denmark

Photo material for invitations and communication Food Nation and Visit Denmark have image banks that can be used as long as the purpose is the official promotion of Denmark and the source is credited correctly:

Visit Denmark Image Bank Food Nation Toolbox HOW-TO GUIDE TABLE OF CONTENTS 015 WHAT TO SERVE

This chapter provides inspiration for food styles, links to recipes for Danish Classics and an introduction to New Nordic cuisine as part of Danish culinary diplomacy. HOW-TO GUIDE WHAT TO SERVE 016 CLASSIC DANISH CUISINE: SIGNATURE DISHES AND RECIPES

So, what to serve when the event is part of Denmark’s culinary diplomacy? It depends on the nature of the event, but there are still dishes that are as Danish as it gets. Dishes that give Danes a misty look in their eyes and make them reminisce about childhood food memories. Hopefully, our local friends will love these dishes as much as we do. HOW-TO GUIDE WHAT TO SERVE 017

DENMARK’S SIGNATURE DISHES

Admittedly, our signature dishes may be old school, but they truly repre- sent Denmark’s legacy as a farming and dairy nation while also honoring the amazing seafood from the oceans, seas, fjords and sounds surrounding our country on almost all sides.

This is substantial food, meant to bolster us from the cold winter while making the most of our precious summer produce, preserved and stored for darker months.

Note on recipes: All recipes are in English and are external links leading to known and respected outlets, but they are not created especially for this book.

SINGLE DISHES THE CLASSIC CHRISTMAS SPREAD Pork meatballs with red cabbage Curry herring Crispy pork belly with boiled potatoes and Chicken salad parsley sauce Apple Pork Fried plaice Roasted pork with crackling and gravy Fish cakes Risalamande (rice pudding) with warm Grandma’s chicken with new potatoes, cherry compote rhubarb compote and pickled cucumbers Æbleskiver (Christmas Donuts) Tartlets with chicken and asparagus in white sauce Red berry pudding with cream HOW-TO GUIDE WHAT TO SERVE 018

NEW NORDIC CUISINE

To define a list of signature New Nordic cuisine dishes is difficult as the cuisine is constantly evolving and a lot of the recipes are restaurant-level fine dining food and therefore needs the right chef to prepare it.

It is a point in itself that the defining chefs of the New Nordic cuisine movement go for the use of local produce and ingredients and spices. Both for sustainability reasons and to make food with a sense of place. When Noma created pop-up restaurants in Japan, Australia and Mexico, they did not import a range of Nordic ingredients, but applied the techniques and philosophy of the New Nordic cuisine in a dialogue with the local cuisine, producers and food heritage. Therefore, the involvement of New Nordic chefs may be particularly relevant for cross-over concepts mixing local and Danish ingredients with techniques and principles from the New Nordic kitchen.

Please be aware that while the brand of New Nordic cuisine has taken hold internationally a lot of the founding chefs and food thinkers have partly moved on from the concept to explore new ways of cooking. This is a strength for Denmark and is a strong showcase of the constant Danish focus on innovation and development. Consider communicating this inno- vative approach as a point in itself. For example, under the headline ‘New Nordic Next’. HOW-TO GUIDE WHAT TO SERVE 019

NEW NORDIC CUISINE

UP CLOSE WITH NEW NORDIC Learn about the 10 core principles of the New Nordic Food Manifesto and how the New Nordic revolution got started.

Find more inspiration in The Solutions Menu from The Nordic Food Policy Lab, that aim to change food consumption and intends to inspire new and robust policy responses to the societal and environmental challenges caused by our current food systems.

WHERE TO EAT? A continuously updated guide to restaurants in Copenhagen A guide to food experiences in Denmark as a whole

NORDIC MICHELIN STARS Here you can stay updated on the Nordic Michelin stars – new ones are issued every year in March.

Denmark / Iceland / Finland / Norway / Sweden HOW-TO GUIDE TABLE OF CONTENTS 020 CREATING A DANISH ATMOSPHERE

This chapter describes an inspiration catalogue for creating a Danish atmosphere for your particular event HOW-TO GUIDE CREATING A DANISH ATMOSPHERE 021

CREATING A DANISH ATMOSPHERE

SETTING THE TABLE The table setting is one of the most important factors when creating a specific mood. The aim is to showcase what is uniquely Danish on the table – highlighting our close relationship with nature and underscoring Danish chefs’ love of foraging and seasonal produce.

Two things are key in setting the Danish table – nature’s own materials and low decorations.

Using natural elements mimics the quintessential Danish home filled with wooden furniture, woolen materials, candles and graphic flowers and branches, while low decorations and candle holders feel homey and enable guests to see each other.

As this is all about culinary diplomacy, why not think of ways to incorporate produce in table setting and/or decorations? Use produce as part of bouquets MATERIALS DECORATIONS COLORS or low flower decorations, as a twist on place or menu cards or maybe as knife Linen Tealights White rests. Leather Candles Cream Wool Branches Grey IDEAS ON HOW TO USE PRODUCE AS DECORATIONS Wood Wild flowers Light blue Cabbage stems as bouquets Stone Dried flowers Navy Chive flowers and ramps in bouquets Ceramics Grasses Sea green Apples, pears and brussels sprouts along the table Brass and silver Heather Hunting green Chestnuts as place card holders Raffia and wickerwork Moss Dusty rose Rhubarb or cabbage leaves as doylies Paper Pine cones Mauve Apple and pear tree blossoms in bowls with water Twine Spruce Anthracite Fresh herbs tied on napkins Pebbles Black Small carrots with top as knife rests Driftwood HOW-TO GUIDE CREATING A DANISH ATMOSPHERE 022

CREATING A DANISH ATMOSPHERE

TABLEWARE Denmark’s history as a design nation is also a story about exquisite table and glassware. If possible, include some of our most beautiful design for the lunch or dinner table to complete the story of Denmark’s dedication to the perfect meal.

FOOD FACTS TO TALK ABOUT At particular food related events, or events co-hosted by food partners, consider placing cards with Danish food facts on tables and/or buffet to get guests talking about Denmark as a leading food nation. Find printable facts from Food Nation here

TELLING THE STORY OF OUR FOOD At buffet events, place short texts next to the Danish dishes, telling about their heritage, ingredients and significance on the Danish table. Read more about traditional Danish food here and here HOW-TO GUIDE TABLE OF CONTENTS 023 FOOD CONCEPT IDEAS

This chapter describes a number of food concept ideas. It is meant as an inspiration catalogue for companies, organisations and others promoting Denmark internationally. The concepts can be tailored to local contexts and occasions and applied in connection with e.g. trade fairs, business dinners, conferences or cultural events. HOW-TO GUIDE FOOD CONCEPT IDEAS 024

1. 2. DANISH FOOD CLUB FOOD IS CULTURE

How: To create a different and more informal framework for conversation, consider involving How: For an event where you want to stress Danish culture, you could set up food buffet-style guests in the cooking or decoration: Guests prep and/or cook and eat dinner while engaging in a with seating or as food stations/trucks and stand-up eating, depending on venue, number of lively debate, facilitated by the host asking questions to drive the discussion forward. You need guests and budget. one or two chefs that can prepare and facilitate the cooking or decoration session. Some chefs could do it with an assistant. The idea is to stress the particular Danish informal element and communal feeling where appropriate. Consider adding a ‘make your own’-station to highlight the hands-on approach in the If needed, The National Culinary Team of Denmark have experience sending out chefs for occa- Danish kitchen and the relaxed atmosphere. sions like this. However, this can mean higher costs. Consider working with a local Danish chef or, if possible, a chef from Denmark (The National Food ideas: A food concept could be defined with the chef to match both the guests and the sub- Culinary Team of Denmark have great experience with these types of events) to ensure authentic- ject, e.g. sustainable/organic focus for a conversation on sustainability, home cooking or Danish ity and quality in the food. classics to underline a more informal atmosphere. A cross-over or local dishes theme (with Danish ingredients if possible) may be relevant where it would be culturally beneficial. Food ideas: The food could be greatest hits, home cooking, New Nordic influences or something that ties in with the theme of the overall event. If large-scale cooking is not a possibility, consider Danish products such as high-end liquorice, specialty cheeses, beer from the local Danish beer retailer or a tasting of Danish wines or cocktails made with Danish specialty spirits.

Food can be much more than the menu; what are the welcome snacks and drinks? How about an edible party favour to take home, something relevant to the day or event? If possible, incorporate stories about the products origin and heritage perhaps on small signs with food facts and inspirational photos. HOW-TO GUIDE FOOD CONCEPT IDEAS 025

3. 4. TASTING DENMARK FOOD IDEAS TO SHARE

How: For an event to highlight Danish food products, consider setting, up a storytelling mini fair How: For a roundtable or discussion session as part of export promotion or other branding that presents both classic and new food products from Danish producers. activities, consider inviting a mix of representatives from participating companies, organisations If possible, have food manufacturers present to enhance the storytelling and to personalise the and ministries with one or more ‘food thinkers’ and get people talking with a mini-talk followed big brands. by a meal. Match the food concept to the subject, e.g. food waste, resource efficiency, organic production or cooperation culture/the trust-based society as a driver of growth. You could choose to incorporate the great stories in every aspect of the tasting as well as printed materials to take home. As an alternative, providing smaller tasting platters or kits as meeting Food ideas: A clear connection between the topic and the food is key, e.g. sustainable food snacks. production accompanied by an organic meal or maybe a talk on food waste with a meal made with a strict focus on minimising food waste. In some cases, food exporters will not be part of the Food ideas: A tasting of food products such as cheese, pork, seafood or chocolate depending export promotion. In such cases a more abstract connection could be established, e.g. New Nordic on the agenda and the companies present. In some cases, you could consider combining known cuisine as a story about innovativeness and fearlessness, Danish classics as part of a story about brands and newcomers. a country with a long historical heritage or sustainable food products as a story about sustainability in general. HOW-TO GUIDE FOOD CONCEPT IDEAS 026

5. 6. CHEF’S CHALLENGE: SMØRREBRØD: QUINTESSENTIALLY DANISH A FOOD & TOURISM EVENT

How: The chef’s challenge could be about local and Danish chefs cooking and serving for example, How: Make smørrebrød the centre of attention – in the size that fits your event. It can be hands- Danish and local dignitaries and official Danish and local representatives, who will judge the food, on with events like decorate your own bite-sized smørrebrød or mix your own rye bread dough while the audience tastes the same dishes or participate in food workshops while the show cook- and take home sourdough starter, or it can be done as finger-food, sit-down lunch and/or a tasting ing is on stage. Danish food producers could supply tastings for the audience at small exhibition session at a communal table or as show cooking where participating company CEOs compete to stands. Videos showing the chefs visiting Danish destinations looking for local products and design the best piece of smørrebrød. A local well-known chef/caterer could be involved or The testing Danish recipes can be used both during the event and later via social media. This concept National Culinary Team of Denmark. (Please find chef contacts on page 37). has been developed and applied by Visit Denmark and Danish Agriculture & Food Council. Consider including destination storytelling when relevant and add parallel B2C initiatives in relevant retail stores Food ideas: Which food to serve depends entirely on the audience and occasion and is best discussed with the chosen chef and participating companies and organisations. Food ideas: Consider finding inspiration in the seasons or particular Danish food products: maybe do this as a Christmas special or an Easter or a summer event? HOW-TO GUIDE FOOD CONCEPT IDEAS 027

7. 8. THE BEST OF DENMARK DANISH x LOCAL

How: A reception with a variety of greatest Danish hits can involve an engaged chef or local How: Consider teaming a local (celebrity) chef and a Danish chef to collaborate in creating a menu caterer. Alternatively, The National Culinary Team of Denmark are used to this type of activity. that mixes Danish and local ingredients, spices and techniques to create a unique, respectful and Furthermore, The National Culinary Team typically have local contacts where they can use conversation-starting menu. Or a skilled chef, The National Culinary Team of Denmark or a well-re- kitchen space for preparation. nowned Danish chef can serve Danish ingredients used two ways (local and Danish) or food that combine Danish produce and local herbs and/or dishes. (Find chef contacts on page 37). Food ideas: Danish signature dishes such as finger food versions of smørrebrød, well-made Danish meatballs, mini-versions of classic Danish desserts like apple cake and rødgrød with Food ideas: The food could reflect an exchange of flavours and ideas between the two countries, cream. At Christmas, perhaps serve elements from the traditional Christmas lunch. (Find recipes e.g. a Danish and local take on cold-water shrimps from Greenland, Danish meat cooked in local on page 17). If possible, you could set up food trucks or a make your-own station with hot dogs — spices, bite-size smørrebrød or high-end, New Nordic finger food inspired by local ingredients. either traditional or gourmet — and pair them with Danish beer. Many companies and organisations have found that many local guests are most open to Danish Consider serving Danish signature products cooked/served in a style that aligns with local ingredients when used in their own cuisine, so consider how you can show Danish products in a preferences and drinks and perhaps serve Danish chocolate, cakes, wine and beer as the Danish locally relevant way, e.g. Danish pork & Asian spices, Danish seafood in French classics or Asian touches. ingredients & Danish techniques.

Consider a Danish goodie bag for guests, presenting them with seasonal or classic Danish snacks & drinks. HOW-TO GUIDE TABLE OF CONTENTS 028 CHECKLISTS

This chapter consists of a number of checklists that are meant as help and guidance for a successful culinary diplomacy event. HOW-TO GUIDE CHECKLISTS 029 CHECKLISTS

Some of the users of this how-to guide are experienced within culinary diplomacy while others may never have put together an event like this. Therefore, the how-to guide contains a handful of checklists. The checklists are based on the learnings from embassies and other people experienced in arranging events internationally in relation to export promotion.

The checklists are general, so remember, there may be something that is not applicable to your local context. HOW-TO GUIDE CHECKLISTS 030

CHECKLIST WHICH FOOD TO SERVE?

When conducting culinary diplomacy, the food, of course, is a key component. It is vital HOW TO COMMUNICATE THE STORIES that the menu, buffet or even snacks served underscores both the larger storytelling of Dot tables and/or buffet with little stand cards with Danish food facts (Food Nation Denmark as a leading food nation and the overall theme of the event. have ideas here or you can make your own relevant to the event topic)

The story of Denmark as a food nation is based on four pillars: Consider creating speaking points for the host to tie the menu with the event 1. A gastronomic revolution to share and/or the participating companies 2. Fine dining, hygge & Danish lifestyle If possible, have the chef or the host tell the origin story of a specific dish served 3. Safe and high-quality food products Is the menu inspired by something particularly Danish like a holiday or season’s 4. Inspiration for a more sustainable food approach produce? Tell about it on the menu card

Please consider how the food you serve at an event fits into one or more of these If fitting at the event, consider having representatives from participating food narratives. companies share their knowledge, perhaps give them a name tag that says e.g. ‘ask me how Denmark is an organic world leader’ or ‘ask me what makes Danish Also make sure that the food reflects the event itself – especially if the event is food- pork special’ related. Nothing ruins a great message as event parts not in sync with each other. For Use unexpected places to tell small stories about Danish food production, instance, at an event about sustainability, organic production and responsible sourcing, food culture and food traditions on posters and postcards; elevators, wardrobe, make sure food served lives up to these values – and be sure to tell guests the story restrooms etc. wherever possible. If guests are given a Danish goodie bag when leaving, consider including a small leaflet or card that tells about the background of the edible gifts THE GROUNDWORKS Does the proposed menu reflect the overall theme of the event? What are the Danish aspects of the menu? How do the ingredients from the menu fit into the narrative of Denmark as a leading food nation?

STORYTELLING Based on the menu, which stories can you tell about Denmark as a leading food nation? What are the origin stories of the dishes served? Where do the ingredients come from and why are they the best? HOW-TO GUIDE CHECKLISTS 031

CHECKLIST WORKING WITH CHEFS I

At some large events, it is a good idea to involve either local or Danish chefs. When Dan- Should we work with a local chef or a Danish chef? ish chefs cook abroad, they are out of their element; they (probably) haven’t worked at Should we work with a local caterer or a local Celebrity chef? What will be ‘the the venue before and may need local help for planning, shopping/sourcing or ingredients Danish angle’ on the food? (please see page 8) and understanding of local culture and customs. Go through this checklist both alone and with the chef(s). Should we work with a Danish celebrity chef or The National Culinary Team of Denmark? As a starting point, you need to decide whether to work with a local caterer, a local How many will the chef(s) cook for? (Remember that it makes a great difference for celebrity chef or if you have the option to fly in a well-known chef or The National the number of chefs needed, the food concept and the possibilities for serving at Culinary Team of Denmark. It is a question of resources and the purpose of the event. the event).

Local chefs When working with local partners/caterers, consider the food theme accordingly: Do Depending on which type of chef, you choose, you should expect a thorough dialogue you have a partner who can make something typically Danish or is it more appropriate with the chef in question on the following issues: to create local food with (some) Danish ingredients to make them relevant as part of an export agenda? RESOURCES Often, a local celebrity chef will be more interesting to local guests than a Danish celeb- Do we have resources for planning? rity chef. Also, combining a local and a Danish chef can be an interesting option as part What finances do we have and what options do they give us in terms of chefs and of a food concept – either working with a cross-over food concept or a culinary ‘battle’ food concept? with the two countries engaging in friendly competition around a theme or specific If flying in chefs from Denmark, who will help them with accommodation, planning products. and logistics locally? Danish chefs A Danish celebrity chef might be great for an event with New Nordic cuisine focus, KITCHEN STAFF whereas The National Culinary Team of Denmark is very versatile and can work as partners on a large range of food themes. For example, they are experts at classic Danish How many people should be on the chef’s team? fare and at serving large groups of people, and they have extensive experience with Do they need local help in the kitchen? incorporating Danish export products into menus. How many servers do we need?

Find contact information for both Danish chefs and The National Culinary Team of Denmark on page 53. THE GROUNDWORKS HOW-TO GUIDE CHECKLISTS 032

CHECKLIST WORKING WITH CHEFS II

THE FOOD INTERACTING WITH GUESTS Which food concept will we go with? It is always a great idea to have chefs interact with guests or show off some sort of Dan- How is this menu part of Denmark’s culinary diplomacy and how can we connect the ish cooking. It is not, however, all chefs that love this interacting. Some are by nature food concept, storytelling and the purpose of the event? more introvert than others, so make sure they are up for it before planning anything. Make sure to choose a chef for the event who will be competent and willing to play a Are we highlighting any Danish food exports as part of the menu and do they have a role in interaction or communication where relevant. Or consider an alternative to facili- role that will be relevant and delicious to local guests in terms of preparation, tate dialogue between guests and cooking team. seasoning and presentation? Which products and ingredients will the chefs need? What should we buy, and what do they bring? Are there any ingredients that could be difficult getting? Do we need to alter the menu to accommodate available ingredients?

LOGISTICS How much kitchen space do we need? Do we need special storage solutions for produce and ingredients? Should we have a separate prep kitchen and a finishing kitchen at venue? Which equipment will the chefs need for making this food? Do we have access to it – or can we get it from somewhere else? Do we need to alter the menu to accommodate available equipment? When and where should produce and ingredients be delivered?

SERVING Do we need special tableware for serving this food? Do we have access to it? Do we need to alter the menu to accommodate available tableware? HOW-TO GUIDE CHECKLISTS 033

CHECKLIST WORKING WITH COMPANIES AND PARTNERS

Participating companies and food partners are dependent on being part of Denmark’s culinary diplomacy as it is a vital factor in their exports. It is important that they are on board with the overall purpose and the food theme for the event, and ensure that the storytelling about their products and Danish cuisine in general is an integral part of the event.

If possible, reach out well in advance of the event; most companies would love to be part of the event planning and may even have people, products, materials etc. that could benefit the event.

WHOM TO CONTACT How are the different companies relevant to the event? How do they benefit from sponsoring and/or being part of this event? How can we incorporate the sponsors and/or participating partners in the event?

GUESTS Who will companies and/or sponsors meet at the event? Do the companies have any VIP’s they would like to invite as well?

LOGISTICS How many guests should sponsors expect? What will participating companies and/or sponsors need of space, equipment etc.? When should food, beverages, materials etc. arrive? HOW-TO GUIDE TABLE OF CONTENTS 034 INSPIRATION

This chapter is a go-to source for relevant links and books about recipes as well as Danish food and gastronomy. HOW-TO GUIDE INSPIRATION 035 RECIPE COLLECTIONS FOR INSPIRATION

If you wish to serve something not quite so traditionally Danish, or maybe even feel like IN DANISH venturing into New Nordic territory, here are a number of great recipe collections for you Claus Meyer: Seasonal, homey recipes from one of the influential voices in getting Danes to browse, in both English and Danish. cooking with our own produce and one of the original founders of Noma. Recipes are simple, true to original and full of big flavors IN ENGLISH https://www.meyersmad.dk/lav-mad/opskrifter/ Trine Hahnemann: A small, well-curated collection of modern takes on traditional Danish dishes. Trine Hahnemann is widely published on the English-speaking markets Adam Aamann: A small collection of impressive open-faced sandwiches (smørrebrød) http://hahnemannskoekken.dk/recipes/ from one of the key inventors of modern Danish smørrebrød. Recipes are a bit more elaborate and time-consuming, but it’s worth it. Sbs.com.au: An Australian-based recipe collection accompanying a tv series. Focused on https://aamanns.dk/om-os/opskrifter/ traditional Danish cooking with a few Swedish-inspired dishes thrown in https://www.sbs.com.au/food/cuisine/danish Arla: Almost all Danes grew up on recipes from Denmark’s largest dairy producer, dis- tributed via the Karoline’s Kitchen recipe pamphlets—and even today their (now digital) Honest Cooking: A Danish-Swedish-owned food site gathering recipes and articles from huge recipe collection is an accurate representation of what most Danes eat. food writers all over the world. Heavy on Scandi recipes of the traditional with a slight https://www.arla.dk/opskrifter/ twist-type http://honestcooking.com/?s=danish HOW-TO GUIDE INSPIRATION 036 COOKBOOKS AND FOOD READS

GREAT READS AND DANISH COOKBOOKS If you need inspiration and recipes, nothing beats a well-written cookbook. These are either written specifically for the international reader or adapted from Danish. Either way, they are all a great introduction to Danish (and in some cases) Scandinavian cooking, getting your mouth water running while guiding you all the way when creating the dishes. At the end, we have included a few Danish books on Danish cuisine and traditional methods for the more nerdy reader.

APPETIZING ENGLISH READS GREAT DANISH READS ABOUT ABOUT DANISH FOOD DANISH FOOD Scandinavian Comfort Food by Trine Mors Mad Sommer by Camilla Plum Hahnemann Rugbrød med surdej by Lars Holmsted Meyers Bakery by Claus Meyer Fermentering by Søren Ejlersen The Scandinavian Kitchen by Camilla Plum Nordisk charcuteri by Jens Breinholt Schou The Nordic Kitchen – one year of family Danskernes mad by Anne Glad cooking by Claus Meyer Historisk kogebog by Else-Marie Boyhus Contemporary Danish Food by Lisbeth & Bo Jacobsen Open sandwiches by Trine Hahnemann Cook by Mikkel Karstad Scandinavian Baking by Trine Hahnemann The Little Book of Hygge by Meik Wiking The Noma Guide to Fermentation by René Redzepi HOW-TO GUIDE TABLE OF CONTENTS 037 CONTACTS

This chapter is a go-to source for contacts to chefs and food speakers. HOW-TO GUIDE CONTACTS 038 FOOD CONTACTS: HOW TO FIND CHEFS AND SPEAKERS

EXECUTION PARTNERS FOR CULINARY DIPLOMACY The following organisations have extensive experience with planning larger culinary diplomacy events. They know relevant chefs and are professional partners for larger events.

BOCUSE D’OR DANMARK FOOD ORGANISATION OF DENMARK The Danish Bocuse d’Or Organisation focuses on the selection and training of Danish FOOD has experience with staging larger gastronomic events. FOOD has an extensive candidates for the renowned international chef’s competititon Bocuse d’Or. They have a network among Danish chefs and can create contacts, plan larger events and design strong network among previous participants and can be contacted in that respect. For food concepts for specific occasions. As examples, FOOD has cooperated with Visit some events a dinner with the candidate preparing the upcoming competititon may also Denmark and Wonderful Copenhagen on a number of events promoting Denmark as a be relevant. http://www.bocusedor.dk destination and also consulted on the official Dinner for the 2018 Beijing Design Week. Contact: Pelle Øby Andersen at [email protected] DANISH AGRICULTURE & FOOD COUNCIL Danish Agriculture & Food Council has extensive experience in setting up gastronomic THE NATIONAL CULINARY TEAM OF DENMARK (KOKKELANDSHOLDET) events and working with chefs as part of export promotion trips, promoting Denmark as The national team is not only an experienced partner in arranging dinners and flying in a tourist destination (in cooperation with Visit Denmark) and in relation to large trade chefs from Denmark, it also runs its own YouTube channel with lots of instruction vid- fairs. In cases where the organisation’s member companies have export interests in the eos, recipes, tip & tricks as well as exciting news from their competitions. Find all their particular market, they might be willing to partake in the planning as part of their organ- great content here (note: Content is in Danish). The national team can also create contact isational duties. In other cases, they may be hired in as consultants. with the national catering team and the national baking team. Contact: Mette Gammicchia at [email protected] Contact: Sten Sloth Knudsen at [email protected]

FOOD NATION VISIT DENMARK Food Nation works to promote Danish food exports and is involved in export promotions Visit Denmark has extensive experience within promoting Denmark as a tourist destina- relating to food. Food Nation works closely together with the central organisations, tion and has used gastronomic events for this purpose at a number of occasions – often ministries and companies and may be contacted for advice on how to match storytelling, in cooperation with Danish Agriculture & Food Council. Visit Denmark has market offices products and companies or as a partner to arrange an export event or a gastronomic in Norway, Sweden, Germany, Holland, UK, Italy & France, US and China with good con- diplomacy event. Food Nation can also establish contact to relevant food speakers for tacts to both the travel, lifestyle and even food press. round tables, key note presentations etc. Contact: Eva Thybo at [email protected] Contact: Mie Ole Lauritzen at [email protected] A BITE OF DENMARK HOW-TO GUIDE FOR DANISH CULINARY DIPLOMACY

1st. edition

Published by Food Nation, 2019 Text FRIDAY & Food Nation Layout FRIDAY

PHOTOGRAPHY Danish Agriculture & Food Council Food Nation Food Organisation of Denmark Visit Denmark Wonderful Copenhagen

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