100,000 Danes. 350 canteens. One shared lunch.
This week, lunchtime is becoming something quite special in our canteens across the country.
We are hosting what is expected to be Denmark’s largest shared lunch across 350 canteens. Up to 100,000 Danes will be served dishes from our new cookbook, SMAG – our plant-based kitchen. That is almost equivalent to three sold-out Parken stadiums.
But it does not stop at the lunch table. With SMAG, we are launching a consumer edition of the cookbook for the first time, allowing our guests to purchase it in our canteens and take inspiration and gastronomic techniques home to their own kitchens.
The starting point is simple: if plant-based food is to take up more space on the plate, it also needs to deliver more flavour. And we believe the way to achieve that is through taste.
That is why we have developed a cookbook that demonstrates how quality ingredients and gastronomic techniques can elevate meals and create depth of flavour, texture and character.
From pickling and fermentation to confit, crunch and umami. From creamy dressings, spreads and dips to warm, spiced and colourful dishes, flavourful open sandwiches and familiar classics.
Going forward, the cookbook will serve as a shared gastronomic reference book that our kitchen colleagues can return to for inspiration when developing everyday meals.
We look forward to a week filled with gastronomic inspiration, new taste experiences and, not least, up to 100,000 Danes who will hopefully get a taste of our new cookbook, SMAG.