Sweden Is More Than Just IKEA: A Local Food Shopping Guide from Land to Table

Swedes have never been particularly fond of nationalism, and they do not praise their own country much. Under the long-standing influence of the Nordic Law of Jante (Jantelagen), "standing out" makes them deeply uncomfortable. If someone mentions how great and wonderful Sweden is, most of them might just smile and say: "Well, maybe it's not bad, but there's still a lot that could be improved." Or: "Sweden might really look different from another perspective; since we grew up here, we can never quite see it clearly."

However, when it comes to nature and agricultural products such as meat, strawberries and potatoes, Swedes are no longer so modest. Swedes take pride in their vast forests, beautiful lakes and streams, long coastline with countless charming islands, and the vast wilderness of the north, and the agricultural products grown in such a fascinating environment are also deeply loved and trusted by the people.

Besides eating and drinking, a very important part of the MAT event is actually the surrounding meetings and discussions. During MAT, on the theme of sustainable production and consumption, there are various talks, workshops or visits, and even politicians are invited to debate specific issues. Many advocacy groups or related companies also come to the venue at this time to promote their ideas or latest products.

In such gatherings, starting from food, people from all walks of life along the chain from land to table connect, not only sharing food but also sharing all kinds of knowledge and ideas. Here food serves as a platform and carrier for various concepts and various collaborations, no longer just food put into the mouth.