Seminar 18.8.2016: Food culture and food education strengthen the Nordic Brand | bit.ly/2bpg5gi | #norden2016

2. Björn Ylipää
Creative Director
Lecturer in Food and Culinary Arts
Kristianstad Högskola

3. Maslow/Gelter
and my Pizza tour

4. Maslow/Gelter
Building skills
To be seen,
Hostmanship
To succeed, learn
Security, Trust
Food & drink,
toilets, weather, cold
Self actua
lization
Esteem Needs
Belonging Needs
Safety Needs
Physiological Needs
TEM
Total
Experience
Management
To change
To be welcomed
Experience new meal
concepts
Learn about the meal, its
parts, its socio culture
Non toxic, non
allergic, safe
hygienic
Taste, Nutrition
1983
MEAL CONTEXT
To growth, having done
good (to self, to earth)
2016
Transformation
Gelter 2010, 2011 Modified after Abraham Maslow 1970

5. Storytelling
”Ei saa valehtella, mutta saattaa muistaa väärin”

6. We looked up
from the plate
and started
creating
Storytelling by food

7. Storytelling by food to add value!
The story
Meal experience
four samples from my
coming book
Communicates
to all the
senses

9. The story
Vacker smärta

10. The story
Erkkin
Dragen lax

11. The story
Dragen lax

12. The story
Umami a taste of death

13. The story
Umami a taste of death

14. The story
Kaunisvaara

15. The story
Kaunisvaara

16. The story
Norra Norrland
eller Skåne

17. The story
Norra Norrland
eller Skåne

18. The story
Norra Norrland
eller Skåne

19. The story
Norra Norrland
eller Skåne

20. The story
Norra Norrland
eller Skåne

21. The story
Norra Norrland
eller Skåne

22. The story
Norra Norrland
eller Skåne

23. The story
Norra Norrland
eller Skåne

24. The story
Norra Norrland
eller Skåne

25. The story
Norra Norrland
eller Skåne

26. The story
Norra Norrland
eller Skåne

27. Music
What does it taste?

28. Storytelling by food
Bla, bla, bla, bla, bla, bla, bla, bla, bla, bla, bla, bla, bla, bla, bla, bla, bla, bla,
bla…..
To flavor between the lines
bla, bla, bla, bla, bla, bla, bla, bla, bla, bla, bla, bla, bla, bla, bla, bla, bla, bla,
bla….
To communicate in the gaps
bla, bla, bla, bla, bla, bla, bla, bla, bla, bla, bla, bla, bla, bla, bla, bla, bla, bla,
bla….
To communicate to all the senses
bla, bla, bla, bla, bla, bla, bla, bla, bla, bla, bla, bla, bla, bla, bla, bla, bla, bla,
bla….
To capture the feeling

29. I want to
tell you
a story
to whom?
What does it
taste?
The
Place?
What
skills do
we have?

30. Story/product/place/nature
Brainstorming
5 sences
Feeling
Wright the Story
Experience

31. Upplevelsemarknadsföring
Image
CustomerSensory experienceCompany

33. Education

34. Storytelling by food
To capture
the feeling

35. “A taste of the eight seasons”

36. Storytelling by food
To capture the feeling

37. Early spring

38. Early spring
Tartar of char in its own water

39. Melt water
Early spring

40. True spring
Air dried reindeer SAV – sparkling sap

41. Early autum
Slow cooked venison with flavours of diversity

42. Birch granite
Sofia JannokWinter

43. Coming book this autumn
Kiitos
Björn Ylipää
bjorn@maltidsvision.se
+46 705 36 56 98