There is an emerging awareness of the need to actively strengthen knowledge, skills and opportunities to cook and eat delicious and healthy food at home. That is, meals that are in line with the Nordic Nutrition Recommendations but also compatible with the realities of a busy, modern life; and, perhaps above all, food that tastes great, so that you want to get back to the stove again tomorrow and the next day. There is no shortage of recipes to be found online, in magazines, books etc. But it requires a lot from the individual to navigate the landscape of shifting dietary trends and culinary ideals that may not work well for the ordinary home cook.
We propose creating an inspirational platform that, on a nutritionally sound basis, uses the joy of cooking and eating together as a lever to help ordinary people cook and eat sustainable, healthy and delicious food. As a collaboration across the Nordics, the platform would compile a shared base of content and a template to be adapted for each country and region in the relevant language.
The platform envisioned is digitally based but supported by a strong offline strategy. Crucially, the platform should enable role model agency to create communities of action. The platform should be anchored in local communities by enabling people to bring the content into everyday lives and community-building activities, for instance allowing people to sign up to receive recipe packages and participate in activities such as long-table meals, pop-up cooking classes, contests, and other activities developed through the platform. While the digital content would be the main track for the platform, a dynamic offline track is an important ingredient in setting a high bar for the potential impact that will make this platform stand out.
To ensure the reach and relevance of the platform, the content as well as the offline activities should be strategically presented by different subgroups, including chefs, celebrities, influencers and everyday role models. Part of the ground game for this initiative is the mapping of key actors in each region to be tapped to create the content and headline activities. The content would build on digital success criteria, using viral hooks and storytelling to gain attention and inspire action. The platform should include an educational programme that can be used by schools and daycare institutions.
Important stakeholders include food and health departments in the Nordic countries, the educational ministries, and the Nordic Council of Ministers as a potential project owner.
The goals and potentially broad reach of an initiative of this kind warrant a consideration of whether funding might be secured through, for instance, a Nordic fee on plastic bags or a sugar tax.