Sweden’s new tourism initiative encourages visitors to eat and live like locals.
In Sweden, eating clean and local is not a new trend. In fact, it is not a trend at all; it’s a way of life. With one in ten people being vegetarian or vegan, Swedes pay close attention to where their ingredients come from prioritizing locally grown food. The Nordic region has been spearheading healthy food alternatives since Denmark’s René Redzepi attracted foodies to the Nordic countryside in 2005 with Noma. More than ten years later, Solutions Menu: A Nordic guide to sustainable food policy was published. In many respects, Nordic chefs everywhere began echoing the manifesto’s goals; achieving increased levels of nutrition, promoting food sustainability and identity, all while championing the economy and overall health of the locality through a diet composed of locally grown ingredients. Now, Sweden wants to bring tourists in on the experience (and perhaps uncover their secret to always ending up at the top of those happiness lists.)