A hundred chefs, gastronomy writers and food bloggers recently visited an exclusive trend seminar hosted by Electrolux in collaboration with White Guide (the Swedish equivalent to the Michelin Guide). Taking place in the Swedish Culinary Team’s training kitchen at Electrolux headquarters in Stockholm, Sweden, the seminar featured renowned French chef Alain Passard. Passard was in Stockholm to receive White Guide’s Gastronomy Global Award, sponsored by Electrolux.
The theme of the trend seminar was “terroir” – a gastronomy trend that is rapidly spreading among top restaurants. Terroir has been previously associated with wine and the concept could be understood as “a sense of place,” or the sum of the effects that the local environment has on the characteristics of the product.
One hundred exclusive guests, including international and national media, experts and bloggers signed up to learn more about this trend. The seminar culminated with a gala dinner at the Grand Hotel in Stockholm. There Passard was handed the award by René Redzepi, founder of the world renowned restaurant Noma in Copenhagen, and Keith McLoughlin, President and CEO of Electrolux.
“This was a successful brand strengthening event where we further established Electrolux as a strong voice within the European food-service market,” says Cecilia Öster, Head of Communications in Electrolux Professional.
The concept of eating locally grown food has been taking hold more and more not only among professional chefs but also among regular consumers. The term “locavore” refers to a person who eats only food grown locally and in season in an effort to be more environmentally conscious.
“This fits in well with our strong heritage as a sustainable company,” says Öster.
Electrolux, a trend-setter
Passard, one of the most well-known proponents of “terroir” predicts focus on local vegetables, herbs and plants as well as fish and seafood. During the trend seminar he cooked together with other chefs, unveiling some of his secrets, which was highly appreciated by the attendees.
Other prominent chefs lectured during the seminar. Magnus Ek, from restaurant Oaxen in Stockholm, talked about the marvels of using what nature offers nearby, in his case seaweed and moss from Stockholm archipelago. Magnus Nilsson from Fäviken Magasinet in northern Sweden talked about trends and pub-life, and Lars Hygrell presented the consumer insight work Electrolux is carrying on.
”It’s fantastic for Electrolux to host this kind of event, that has been highlighted by the Swedish restaurant business and other European culinary experts,” says Öster.