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Making green food mainstream: How can we name & frame “really new” plant-based food products for a greener future?

Date and time

Wednesday 17. April 2024 at 13:00 to 14:30

Registration Deadline

Wednesday 17. April 2024 at 09:00

Location

CBS Kilen Mezzanine , Kilen, Kilevej 14A, Frederiksberg, 2000 Copenhagen CBS Kilen Mezzanine
Kilen, Kilevej 14A, Frederiksberg
2000 Copenhagen

Making green food mainstream: How can we name & frame “really new” plant-based food products for a greener future?

Event Description

 
‘Making green food mainstream’  
How can we name & frame “really new” plant-based food products for a greener future?
 
 
To meet the climate challenges and improve animal welfare, and our own, we need to eat more plants and less meat. Still, more people agree, but there is a major linguistic-psychological challenge to overcome. The market is dominated by plant-based (and other) “copies” of well-known meat products carrying names like NonBurger and Chili-sin-Carne. To ensure a lasting effect, “really new" green products are (also) needed that simply “are what they are”, taste great, and appeal to a broader range of consumers. Moreover, they must be known by consumers by names that they can make their own and naturally put on their grocery lists. 
 
To accelerate these developments, an alliance has been established between the frontrunner companies Naturli’ Foods and Perfect Season, the FairSpeak group at CBS, DTU Sensory Lab, and the Danish Language Council. During the session, this agenda will be further unfolded, and the audience will be invited to engage in an interactive dialogue and a green food-tasting event. 
 
 
Session agenda:
• 13.00 - 13.10: Welcome & Kick-off (Viktor Smith, FairSpeak Group)
• 13.10 - 13.30: Keynote speech from Group Vice President Henrik Vinther Olesen, Salling Group (5 mins Q&A)
• 13.30 - 13.50: Keynote speech from CEO Christian Halsted, Everland (5 mins Q&A)
• 13.50 - 14.20: Panel debate: Emil Andersen, Perfect Season; Henrik Lund, CEO, Naturli’; Johanne Niclasen Mortensen, Danish Language Council; Camilla Udsen, Danish Consumer Council Tænk; Marie-Louise Boisen Lendal, Thinktank Frej.
• 14.20 - 14.30: Outro with interactive tasting event and opportunity to ask questions.
 
 
Please note that some parts of this session may be in Danish.

Event Location

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Organizer Contact Information

Copenhagen Business School
Phone: +45 3815 3815
conferences@cbs.dk

Organizer Contact Information

Copenhagen Business School
Phone: +45 3815 3815
conferences@cbs.dk