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Björn Ylipää, Måltidsvision - Food as a cultural experience

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

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Björn Ylipää, Måltidsvision - Food as a cultural experience

  1. 1. Björn Ylipää Creative Director Lecturer in Food and Culinary Arts Kristianstad Högskola
  2. 2. Maslow/Gelter and my Pizza tour
  3. 3. 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
  4. 4. Storytelling ”Ei saa valehtella, mutta saattaa muistaa väärin”
  5. 5. We looked up from the plate and started creating Storytelling by food
  6. 6. Storytelling by food to add value! The story Meal experience four samples from my coming book Communicates to all the senses
  7. 7. The story Vacker smärta
  8. 8. The story Erkkin Dragen lax
  9. 9. The story Dragen lax
  10. 10. The story Umami a taste of death
  11. 11. The story Umami a taste of death
  12. 12. The story Kaunisvaara
  13. 13. The story Kaunisvaara
  14. 14. The story Norra Norrland eller Skåne
  15. 15. The story Norra Norrland eller Skåne
  16. 16. The story Norra Norrland eller Skåne
  17. 17. The story Norra Norrland eller Skåne
  18. 18. The story Norra Norrland eller Skåne
  19. 19. The story Norra Norrland eller Skåne
  20. 20. The story Norra Norrland eller Skåne
  21. 21. The story Norra Norrland eller Skåne
  22. 22. The story Norra Norrland eller Skåne
  23. 23. The story Norra Norrland eller Skåne
  24. 24. The story Norra Norrland eller Skåne
  25. 25. Music What does it taste?
  26. 26. 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
  27. 27. I want to tell you a story to whom? What does it taste? The Place? What skills do we have?
  28. 28. Story/product/place/nature Brainstorming 5 sences Feeling Wright the Story Experience
  29. 29. Upplevelsemarknadsföring Image CustomerSensory experienceCompany
  30. 30. Education
  31. 31. Storytelling by food To capture the feeling
  32. 32. “A taste of the eight seasons”
  33. 33. Storytelling by food To capture the feeling
  34. 34. Early spring
  35. 35. Early spring Tartar of char in its own water
  36. 36. Melt water Early spring
  37. 37. True spring Air dried reindeer SAV – sparkling sap
  38. 38. Early autum Slow cooked venison with flavours of diversity
  39. 39. Birch granite Sofia JannokWinter
  40. 40. Coming book this autumn Kiitos Björn Ylipää bjorn@maltidsvision.se +46 705 36 56 98

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