Restaurant MULL. Anders, Adam and Thess. Photo: Agnes Maltesdotter
More and more people want to eat more plant-based foods for the sake of their own health and the climate.. To inspire more people and make it easy for food-interested tourists to find both delicious and exciting plant-based meal experiences in Sweden, Visit Sweden has initiated the influencer collaboration “Plant based by Sweden”.
With Plant based by Sweden, Sweden's marketing company, Visit Sweden's Meal Tourism Program, wants to highlight Swedish progressive cuisine through good examples of plant-based experiences, sustainable entrepreneurship and exciting destinations across Sweden. The initiative is a collaboration with influencer and cookbook author Therese Elgquist, Plant based by Thess, who guides you to places with local flavors and plant-based on the menu. The result is both a program series and a food guide in English, “Plant-based food guide”".
The aim is to both get food-interested travelers to choose Sweden as a travel destination by showcasing its exciting green offerings and to inspire companies that work with food tourism to develop their plant-based offerings. So that it becomes easier to do good and eat good at the same time! All to strengthen Sweden's position as a sustainable and progressive food destination.
-Food-interested international travelers associate the dining destination Sweden with sustainability, health and a good selection of plant-based food. We would like to reinforce that image and at the same time make it even easier for travelers to find these experiences. There is still much to be done to ensure that the production and consumption of food is completely sustainable and this will be a contribution to moving in that direction, says Jens Heed, who leads the Meal Tourism Program at Visit Sweden.
In the program series we follow Thess with filmmakers and photographers Agnes Maltesdotter on a journey through Sweden to eight locations from north to south, to delve deep into unique meal experiences and meet people who in different ways work for a more sustainable world. Over 8 episodes, they meet food producers, chefs and entrepreneurs who all work with a focus on green food and desserts, as well as drinks to go with it.
The series includes the following destinations and locations: Gotland – Lilla Bjers, Grebbestad – Catxalot, Järpen – Kolåsens mountain hotel, Malmö – Food and chocolate studio, Mullhyttan – Restaurant Mull/Jannelunds Gård, Småland – Rudenstams, Stockholm – Växthuset and Sundsvall – Naturaj.
The program series will begin publishing starting in February on Knowledge Bank Meal for the entrepreneurs and on Visit Sweden's YouTube channel for the traveler shortly thereafter. Two recipes are also included in each episode, so that the traveler can already experience Swedish flavors from home before traveling starts again.
In the Plant based food guide, Thess gives tips on wonderful places for good food experiences spread across Sweden, which Thess has discovered on her own or with the help of her followers.
