Inspiring stories based on vision, hard work and perseverance at The World Food Travel Summit, Gothenburg. DAY 2. Talks. 24/9/2013
by Grace Fitzgerald
Way out there
A vegetarian, eco-freindly music festival? That what Fredrik Holmstedt and partners set out to do with the idea to ‘give them what they don’t know they want’. This translated into a sustainability geared music, art, film and food festival called Way out West (going on 7 years now). Held in the Gothenburg city park and city venues the second weekend of August every year, it attracts 30,000 people per day over its three days. But this festival really is different. It’s vegetarian, enviromentally freindly, and it’s based on their passions—not a financial model. Values first.
Never in a million years
A Swedish whisky. A crazy idea? That’s what people said to Magnus Dandanell when he got the idea to make whisky—in Sweden. He explained the concerns; “We do not have hundreds of years of experience. Like the Scots and Irish. And legislation is not the easiest in Sweden if you want to start alcohol companies in Sweden. We cannot sell to anoyone else than government monopoly. Nor advertise”.
But regardless, Magnus went to Scotland to check out the distilleries. And noted the public welcome and tour aspects of distilleries there. This he could do in Sweden. Bring people into the distillery. A tour. Advertising by another name. That was allowed in Sweden. And so Magnus went forth, championing his idea. He found a distillery named Mackmyra and set off making whisky. And now? Sweden has its first Mackmyra single malt.
And now for something totally different …
Magnus Nilsson. Living his dream. The famed renegade 28-year old Swedish chef from the back and beyonds did not let a lack of surrounding population and access to the usual restaurant ingredients stop him. In fact, he embraced reality, and dedicated his kitchen to sourcing authentic and local raw produce and ingredients, even if he had to go out there and shoot it himself. He foraged from farm, forest, lake and land. And it worked.
Now there are people flying in on jet planes from all continients to eat dinner before flying off again. His restaurant named ‘Fäviken’ opens only 4 days a week, has 14 seats, and uses only local ingredients. Magnus is now working on a book about Nordic Food. His mission? To showcase that Nordic food is not just one package; that there is a large diverstiy and variety within Nordic food. Go Magnus.
Three visions, three goals, and three inspiring stories— involving dedicated vision, hard work and perseverance. Not rocket science. Don’t give up hope. Just go for it.