The reduction of waste and respect for the environment

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The reduction of waste and respect for the environment

Meat and fish prepared in a lab might be a trend, but prices need to be accessible. Half Norwegian, half Danish journalist Helle sees a future comprising mainly healthy and functional food.

Helle Øder Valebrokk

Helle Oeder Valebrokk is half Norwegian and half Danish living in Oslo, Norway.

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1.  What does food mean to you?


Food is culture. Food is pleasure. Food is for me a social thing.



2. Which food products do you eat most?


I love cheese!


The Norwegian strawberries during summer. Blackcurrants and raspberries, plums and apples in autumn.


I eat a lot of game meat during hunting season, seafood during winter when the sea is cold. I love the Norwegian crab, scallops fish and langoustine. The best in the world.



3.  Which values do you take into consideration doing grocery shopping?


I choose quality over quantity and I have a soft spot for animal welfare and therefor I choose producers that treat their animals well.


I also like to buy mostly local and seasonal foods.



4. Which, in your opinion, are the most relevant trends for the future of the food sector?


Buying seasonal food. Animal welfare, reducing food waste, reintroducing more greens and pulses in your diet by reducing the consumption of meat.


Take example from the Middle East and the Southern/Eastern European diet.



5. Which innovative food will be most successful?


Lab made meat and fish might be a trend if it’s priced right.


Functional food and healthy food.



6.  Do you think young people have different consumer patterns from an older generation?


Sure. Me and my husband follow other eating patterns than our parents. We used to eat dinner in the afternoon when growing up. Now we eat late in the evening. We cook dinner every day at home. We go out at restaurants 2-3 times per month.

Now due to Corona people in Norway started to cook again. The consumption of whole chicken and larger pieces of meat went up because suddenly people had time to cook.

It’s starting to be cool and trendy to make retro dishes.



7. Breakfast, lunch, dinner & snack: what will we be eating in 10 years?


I don’t really know.


We’ll be eating less meat, that is for sure. We will have to look more towards the ocean and find other ingredients to eat, for example, more seaweed and seafood. We will look at meat as a luxury and serve it in small portions.


We will have to eat more legumes and grains.



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