Future Outlooks: Nordic Gastronomy in Food Marketing and Catering

The success of New Nordic Cuisine (NNC) in high-end gastronomy has raised the question of whether and how the food industrial complex can benefit from the trend. This chapter discusses the principles, competencies, and value propositions of the NNC, as well as outlines five future scenarios (Fade, Niche, Export, Mainstream, and Assimilation), concluding that the most likely is Assimilation; that is, a simultaneous disappearance of the NNC label and a diffusion of its principles and competencies into broader sections of food marketing. Within this scenario, the chapter identifies six opportunities for the Nordic food and catering industries to capitalize on the NNC principles. The suggested scenarios and opportunities build on a literature review and interviews with large and small food processors, retailers, and catering companies, as well as with stakeholders from the tourism industry.