Vild Mad is René Redzepi’s wild food foraging initiative
Vild Mad by René Redzepi, Denmark

Vild Mad is René Redzepi’s wild food foraging initiative

Denmark – The aim of the programme and accompanying app is to educate people about how to bring naturally grown ingredients into their kitchens.

Article/21517 #1
Vild Mad by René Redzepi, Denmark

Denmark – The aim of the programme and accompanying app is to educate people about how to bring naturally grown ingredients into their kitchens.

As people become more attuned to Whole-system Thinking, from the amount of wastage in the food industry to the value of organically sourced goods, their appetite is growing for seasonally grown crops with unique flavours – often lost in mass industrial farming.

Vild Mad (Wild Food) was founded on the belief that we should be able to gather food from the forest in the same way that we pick up goods at a supermarket. The aim of the programme is to encourage sustainable sourcing, as well as help people see the world afresh by eating it. Visitors can use the app to help them identify edible food in the wild, and visit the website to discover wild Danish landscapes, ingredients and recipes, as well as sign up for educational events.

‘Imagine if our kids were able to stroll through the wild and pluck things like we do from supermarket shelves? Discovering flavours like wild mustard growing along the shore, pineapple weed growing in the sidewalks or ants that taste like lemon,’ says René Redzepi, chef and founder of Mad, the non-profit-making food organisation behind the platform. ‘If our kids are enriched by nature, if they see how much we depend on it, and if they grow up loving it, then they will fight to take care of it.’

The Big Picture

  • Brands and consumers are re-adopting our ancestral eating habits as a source of health and wellness. See our Ancient Appetites microtrend for more
  • Cost-conscious consumers keen to reduce food waste have been targeted by Wasteless, a new supermarket pricing system that discounts out of date products
Discover More News
Cash App taps Timothée Chalamet for youth-friendly money talk

News

Cash App taps Timothée Chalamet for youth-friendly money talk

Cash App has launched an integrated brand campaign featuring Academy Award-nominated actor Timothée Chalamet which aims to foster intergenerational...
Finance : Gen Z : Youth
Foresight Friday: Rose Coffey, senior foresight analyst

News

Foresight Friday: Rose Coffey, senior foresight analyst

Every Friday, The Future Laboratory team offers an end-of-week wrap-up of the topics, issues, ideas and virals we’re all talking about. This week, ...
Beauty : The Synthocene Era : Virtual Beauty
Stat: Southeast Asia is TikTok’s largest advertising audience

News

Stat: Southeast Asia is TikTok’s largest advertising audience

Southeast Asia now accounts for nearly a quarter of TikTok’s global advertising audience, according to the Digital 2025: July Statshot report.
Statistic : Stat : Southeast Asia
Spktrl’s AI diamond ring aims to cut screen time

News

Spktrl’s AI diamond ring aims to cut screen time

Parisian start-up Spktrl is reimagining wearable technology with the launch of its AI-powered Light Ring, a piece of high jewellery designed to cur...
Wellness : Augmented Human : The Synthocene Era
Represent launches in-person fitness competition 247 Mission Rivington

News

Represent launches in-person fitness competition 247 Mission Rivington

British fashion brand Represent has held its first-ever fitness event, 247 Mission Rivington, with 100 athletes competing in a 12‑hour endurance ch...
Sport : Fashion : Fitness
Stat: Technological innovation is driving the future of beauty

News

Stat: Technological innovation is driving the future of beauty

Wealth divides, digital tools and regional identity are reshaping the international beauty market, according to The State of Fashion: Beauty Volume...
Statistic : Stat : Beauty
AI-generated images of animals in plastic help WWF-Korea raise awareness about pollution

News

AI-generated images of animals in plastic help WWF-Korea raise awareness about pollution

WWF-Korea has launched Animal Trash Fashion, a powerful out-of-home campaign using AI to starkly illustrate the devastating impact of plastic pollu...
Sustainability : Design : Advertising
Rixo launches pre-loved resale platform

News

Rixo launches pre-loved resale platform

British fashion brand Rixo is expanding its circular ambitions with the launch of Rixo Pre-Loved, a resale platform where customers buy and sell it...
Retail : Fashion : Sutainability
Stat: Global business travel spending hits historic high

News

Stat: Global business travel spending hits historic high

Business travel is set to reach a record £1.18 trillion ($1.57 trillion, €1.36 trillion) by the end of 2025, according to ...
Stat : Statistic : Global Travel Market
Axe gamifies fragrance sampling with arcade-inspired bus stop activation

News

Axe gamifies fragrance sampling with arcade-inspired bus stop activation

Axe is making fragrance sampling fun again with a new campaign for its Cherry Fizz body spray.
Advertising : Fragrance : Retail
You have 1 free News articles remaining. Sign up to LS:N Global to get unlimited access to all articles.
BECOME A MEMBER
SIGN IN