Photo: VisitSweden Henrik Trygg

Sweden –

The New Culinary Nation

Ami Hovstadius, VisitSweden

Sweden 4th place in the world. “The capital has long been a stylish, top-notch destination for serious gourmands and boldly experimental chefs but lately the reputation and influence of Swedish cooking have spread beyond the country’s borders. Considering that Swedish cuisine is so strongly tied to locally sourced ingredients (be it seafood, game, berries, herbs or regional cheeses), it makes perfect sense to go to the source of all this fine food”

Food, culture & scary stories

The best food! Minister for Rural Affairs, Eskil Erlandsson

Foto: Johan Ödmann

2020

Foto: Erik Olsson

“and if you are a diehard food

lover … Swedish food revolution

is in full swing…aware of health

benefits, restaurants, bakeries

and popups are rearing all over

London… Sweden is without no

doubt the next foodie hot spot!”

INSTYLE

780 million SEK pr value 2011-2012

Foto: Håkan Vargas/imagebank.sweden.se

The Plan

Five focus areas:

• Primary Production

• Food production

• Public food

• Restaurants

• Tourism

Foto: Miriam Preis

The Network

• 26 Regional ambassadors

• 12 Experts from five focus areas

• 12 Communication advisors

• Culinary Capital of the year

• Culinary Nation Conference

• 365 News channel

The Tools

• Rules and regulations

• Special fund for development

• Communications strategy

1 National development

Global PR

Focused marketing

2

3

1

The Communication Strategy

The influential foodies

Foto: Nicho Södling/imagebank.sweden.se

Why foodies? They shop, cook, eat –

but most of all they like to share,

talk about their experiences

The Target Audience

What is driving the foodies?

The new wave: Authentic Origin, ethics & content Local flavours & stories Transforming experiences

For a tastier* life

Foto: Nicho Södling/imagebank.sweden.se

“I want to maximize

every aspect of my life.

Eat well, know more,

look good and feel great.”

*unique flavours,

holistic health

sustainability

The Brand Promise

1,1 billion SEK 0,02% marketing

Foto: Miriam Preis/imagebank.sweden.se

Farmers

Food production

Public food

Restaurants

Tourism

Foto: Henrik Trygg

38 billion SEK +199% in food tourism export

Keys to successful food destination

• Market research – who?

• Define clear objectives

• Communicate benefits and progress

• Engage stakeholders from the start

• Plan longterm and commit

• Support cooperation food producers & tourism entrepreneurs

• Quality program & certification

• Offer training

• Follow up

2003, Steven Boyne, Derek Hall, “Managing food and tourism developments: issues for planning and opportunities to add value”

Sweden –

The New Culinary Nation

Foto: Miriam Preis

The bottom line

One vision and consistent communications

creates awareness

awareness builds relationships

relationships lead to more business

And more business create new jobs!

20 000 new jobs in 2020

Foto: Johan Ödmann

Foto: Martin Svalander/imagebank.sweden.se