 Jag tror att vi har en bra framtid. För att vi drar från maten, vår mål är att öka alla de små, lokala, positiva och fantastiska ekosystemerna i världen. Jag ser en mapp över världen och alla dessa dotter. Och jag vill bara alla att bli content och inte siffra. För att livet kan vara så fun och jättestor och små och jag vill alla att lägga det. Olga Grönbar Lund är min guest på detta episod av Insight Ideas. Brat till dig med 1.5 media och innovatorsmagazin. Olga är en svensk entreprenör som har jobbat med följd-relaterade projekter för hela professionella karriär. Hon har blivit aktiv i Stockholm och Berlin, men har också hostat avsnittat och gjort produktioner i andra delar av världen, som Hongkong, London, Bologna, Copenhagen och Paris, tillbaka några. I 2019 har Olga hittat reformaten, ett område för en nya följdsystem där alla är vinnare, humans, ämnes och natur. The slogan, ditt, ska, bara, leit, att, äta, att. I'm not sure if I'm saying it right because my Swedish is horrible, so hopefully Olga will correct me, but in English means, explains the purpose well, it must be easy to eat right. Throughout her career, she had noticed the problems with the current food system through a business perspective, but it wasn't until last year when her dad got seriously sick with colon cancer and was hospitalized, that she realized how deeply rooted and systemized this issue really is. The food served to her dad in the hospital was a menu filled with industrial processed food or red meat. The type of food that is destroying our planet is the proven carcinogen by the WHO, the World Health Organization, and her own tax money was paying to feed this carcinogenic food to her L father. The idea of reformaten was to translate boring and complicated research reports that nobody reads, especially when they see that there are 200, 300, 500, 1700 pages long, that normal people outside the food system, outside politics, bureaucracy, lobbying do not understand and do not care to read, and gather the voice of people in a petition to show our leaders that we need a new system, that a new system is demanded to change for all of us. Olga's strongest asset is her energy, creativity, fearlessness, positive vibe, and great taste to a broad net of contacts around the world. She would love it after our conversation and after you see that, if you reach out to her, go to her websites and really get in touch with her, send her an email. I just want to speak with people of a like mind. I'm so thankful to have Olga here on the show today. Welcome Olga, it's great to have you. Thank you Mark for having me. I'm super thrilled to be here as well. So I could have went on about your bio as far as some of the other things that you have done and there's a sandwich company and some other food projects that you've done and I'm hoping that will come out in our discussion today. You will give us the description of your journey. For my listeners, I want to tell everyone how we met. We have a mutual friend, Ingmar Rindholtz, who says we don't have time. He reached out to me and says you need to meet Olga. She's fabulous, she's doing great things and I think you two are aligned. And I guess we connected, we reached out to each other and you're writing a piece or a contribution into my book, Menu B, which comes out this year. Knock on wood if everything goes well, everybody submitted their, their contribution, it looks great. And we're hoping to do many more food events and food, global food reform and food changes, especially along the lines of what you're doing. So it's just so glad that we could finally find the time to speak and kind of give everybody an update. My first question for you is really the most important. And so it's about, you know, all this time you've spent with food, what your, your recent learnings were with your father and the food systems in the hospitals, which are supposed to be healing people and not making them more sick or keeping them at a certain level. As all of that experience, that knowledge and you're dealing with food helped you through this time of the pandemic and how have you weathered this past year of craziness. How have you been and has that knowledge given you any resilience or, you know, what's happened to you this year. Ah, that's such an interesting question because I've been going through a big transformation this year. Last year I was focusing a lot of hosting own events with my own company and trying to educate people about food and sustainability and health through the events we have done. And then we have been like working with cool event agencies and big brands and get a lot of like influential people and serving food in new ways. We have like been collaborating with some friends that have a paper magazine called Nuda. And there we have had dancers dancing in the food like Nura that have Nuda just a creative artist also. So we have like had bread sculptures and we have been serving food completely without plates and done this creativity around food and try to express food in new ways. But then when my dad got sick last year, like my whole life was flipped upside down and it was super emotional to see the food from that perspective. And I have to admit that I was really not so educated about the food system before last year or I have seen all the issues with like pricing and it's super complicated to find good ingredients and it's hard to know what is a good ingredient and that whole backside. But when I understood or like when I started to research and trying to really like take in the whole food system. First I thought it was like that we could speak about the Swedish food system, but then I realized that we cannot even speak about the Swedish food system as we import 50% of the food in Sweden. And then we become a part of a global food system, not even a European food system as we like the food that we consume in Sweden. It's not only food from Europe. So then we're not even in a European food system like we are in a global world food system. So this question regarding food has just been growing and growing and growing and I really think that food is the solution of almost all problem on the world. So it is super inspiring and cool to work with these questions, but sometimes it feel like so overwhelming and big. So most of the time, wait, what was your question? How have you weathered the pandemic? You've done just fine. I think that's really good, but I mean has any of that. So a little bit of that knowledge beforehand and how what you've learned this year about the food system. Some of that should give you some resilience. So in a time where a lot of the shelves of long shelf life foods have been cleared. A lot of the times where people are worried about health and their immune system. Also, you know, just I want to know has that given you any resilience or have you also had some struggles of your own that you've experienced or because you've been thinking you've made that shift or you've made that mind shift. And you experienced that with your father that you were a little bit prepared and you had some knowledge on how to kind of maybe self sustain yourself a little bit during this time of the pandemic. And then you mean for my own, for my own food supply or your own, your families. Okay, so with the pandemic, I think it's more like, first of all, like Sweden, we don't have our own food supply that is strong enough to provide people with food that is grown in Sweden. And that of course becomes more clear during a pandemic. Because, yeah, also you can see the trends in the supermarkets, you know, when people start to bunker up. Like for example, a few weeks ago, it was impossible to find organic crushed tomato on the jar. And I use a lot of them. So that was super annoying to not have access to them. Because in Sweden, we have this oligopoly, you say that in English, when a few players control a whole market. Yeah, it's in English, it's called a monopoly or it's a different form of oligarchy, but it's a monopoly where there's only a certain players that control the entire market. Yeah, because like in Sweden, we have three big supermarket chains that control almost the whole food supply. So and they are controlled like from a central station or like in one place and when they run out of ingredients that affects everything, you know. But me personally, I buy vegetables from this place called like as eco box. So I get the home delivery every week with local produce vegetables from small farms around Stockholm. So for me personally, it has not been affected so much, I have to say. But in one way, it has been affecting me in a very positive way because I love to cook like food for me. I love to, it's you know like a game when you cook, you play with the flavors, and I'm like a big child and love to play with flavors. So I have had more time for cooking, which is super nice for me. That's beautiful. Thank you for giving us that update. The reason I asked that question is a lot of people that I have on the show are futurist, they're already global food reformists, they do a lot with food. They do a lot with the climate and sustainability and a lot of them have been speaking about it for years and kind of almost like this prediction of the future. Speaking to people about climate and food and saying hey, this is coming, we need to change. And then it hasn't really happened that strong, the movements haven't been that big. And now something like the pandemic has put a microscope on everything. It's had a lot of our problems bubbled to the surface. And I wanted to know if through just your work and your knowledge, if you were a little bit more prepared. Okay, so I have a thing to say within this because I think that the pandemic. Okay, it's horrible everything that have happened. But one good thing about the pandemic, if I'm allowed to say this, is that all big leaders have shown us that it's possible to make huge changes from a day to another. And also like things that no one thought was possible before with like, you know, closing down society, stopping transportation and reforming the society. That has been possible during the pandemic. And that is exactly what we have to do with the food system. So they have shown like the leaders within companies and politicians. They have shown us that everything is possible. Now we just need to apply this change on the food system and make them understand how important it is to transform the food system. Because also if you look on the on the sicknesses in the society and people that suffer from bad health due to food, then like, we have to stop this health pandemic before it is too late. Yeah, that's absolutely true. And also I wanted to touch upon one other thing that that we were discussing a little bit in the beginning about your father. As the there is a paper just released last week from the World Health Organization and the FAO that said that the increase of climate of the climate crisis of climate environment and climate destruction that we're seeing all over the world where we're having more global warming and more natural trophies caused to global warming, that it is increasing the amount of our synergents but also the amount of cancer that we're seeing because there's more pesticides in our food and there's more environmental impacts on our food, which are making them more unhealthy for us to eat and so to get cancer in any form is a horrific thing. But then to go to the place where you want to get healed and they don't have their own canteen or their own food services set up in a way that they say oh this patient is not allowed to have this type of food. There shouldn't be certain types of food on the menu regardless because the system should have good food that will heal us and make us healthy and have food be our medicine. So I think that's really interesting that you experienced that's a horrible thing that you had to go through that and I hope your father's doing well but we really need to fix not only the food system because it also affects our climate and helps fix our environmental system and gets us back into balance. Yeah, yeah, it's so true like no one because that was when I spent time in the hospital with my dad and saw the food that was served to him. Then first of all like it was horrible to see my dad eating this kind of food because he was close to dying and I don't think that it would have effect him super much but kind of food he ate just during these days. But if you look on the message it gives out that this food even exist in an environment as a hospital. That's super strange to me but then so first of all like when I discovered this then I went to them or I contacted the managers of the hospital and asked for explanation. Because I couldn't understand how come they serve this food and then I got invited to this meeting where they explained to me that old people just eat this kind of food and it's an old system so we cannot do anything. And then I got so angry at them I was just like this is bullshit. It depends on how you cook and how you serve healthy and sustainable food and a system you can change, you know a system it comes up and you can change it to another system. And then they told me that as my dad is so sick he can get a special menu and then I got even more angry. I was just like what the fuck so you have to be sorry for swearing but I was so angry. So then I said like do you have to be dying to eat food that you don't die from. And how about all the other patients in this hospital that don't have a crazy daughter should they eat this super grey and depressive over boiled shit food. Or like what's the logic in this. And then when I went out running and the whole reformatik came to my mind. Then I was just like fuck this is so strange. Why should anyone eat food that is not good for their own health for the animals or for the planet. So it's just like so strange the system we have created. I just can't understand it. And that's one that's one facet or one aspect of why we need global food reform and why we need to understand the system. A lot better and what we've created for each other. I really like the fact that you're so passionate that you get upset about it. And that you see food in a different way because that's really. What we should all be upset or so passionate about it because food is our energy source. It's not only a measurement of energy a caloric intake is a measurement of energy. It's our basic resource. It's the way we tank up our batteries and get energy to control our body temperature. And it's like we've disconnected ourselves from our energy source our main energy source. It's not up to us anymore. We don't care as much as we used to about where we got that food from how it's produced and what's in it. We're leaving it up to others to kind of take care of that for us and and that's gotten us into a lot of problems. And so I think those who have that awareness or the passion about the importance of food. Not only does health change, but your awareness of how you look at food changes and then once you have that awareness. Then it's much more easy to tackle the system and to change the food system or be an influencer or make an impact to help reform that food system. And you know that that leads me into a bigger question because you brought it up as before as well where you said that, you know 50% of the food in Sweden is brought from some other country some other place around the world. That not all of it's grown there well Sweden's not the only place there's pretty much every country in the world is the same way they're bringing foods from other places to feed themselves or being exploited to feed other countries. That leads to the question you feel like you are a global citizen and how would you feel if we had a world without nations borders and divisions of humanity. Food is a global citizen that has no borders species have no borders, air, water, storms pandemics have no borders. How would you feel if we were living in a world like that as well. Super fair, because right now the system of the world is not fair. And I, I feel like it's my duty to to work with what I am doing due to that I'm a privileged person, like I am luckily born in a country where we are like we have super good living standards. We have a free school system. We even get food for free in like the hospitals and schools and, and like our society or our system course up for us so we can always get help. And in our country, like when you're born in a country like Sweden, and also have like I'm a privileged person in many ways, like I come from a super loving family. My mom she has always carried about like what kind of food we eat, and that we have always been speaking about food and its impact, and we have always been close to nature and like having these conversations and gathering around food. Because food is such a, like it's not only touching like the environment and the health, like the physical health is also mental health, like cooking together and speaking where it comes from and speaking about who it's affecting. And when you have this knowledge, I think you are, it is your duty to spread this messenger to other people that maybe don't have the possibility or the knowledge. So, us in Sweden, I think we have to help other people around the world that come that are from other countries that don't have such a insensitive system. And we can absolutely not like use other other parts of the world the way we do with importing sheep food and, and exploiting their systems. So I think that it's unfair, the system we have with borders between the countries and land, because in the end we're all just like humans. We have like two feet, we walk around on this planet, and we have a life like a certain certain amount of years. And everyone, like for me, I am so spoiled so I can see that I want to live a life that is like happy found inspiring. I want to do fun things. I want to speak with cool people. I want to experience nice happenings. And then I have to spread this to other people as well. So life is worth living. Because like in the end, like when I work with food as a question, it comes back to existential question. Like what is life? What is the purpose of life? And for me, like the thing I like most is to sit with people that I love, cook wonderful, super tasty food together and sit and talk about interesting things. Like that's my favorite thing to do in life. And then this privilege way of living, I want to spread to more people. What is your purpose in life? Well, that's really easy for me to say, so I've been doing this for a while, and it's really to empower billions of global citizens to live an adaptive lifestyle of health and sustainability within our planetary boundaries as Johann Rockström från Stockholm Resilient Center says so eloquently. We really need to figure out how to live in balance with nature as part of a symbiotic earth and within the safe operating spaces of our planetary boundaries. And today we're eating more resources and eating and living outside of these planetary boundaries, and that's not sustainable, and it's not a long term future. If we do it in a different way, it goes back to, to my why my purpose and how I feel about being global citizen is really, it's an adaptive lifestyle of health and sustainability, which is very joyful, it's very long term. You live till a ripe old age, you can enjoy tons of memories, cultures and family and wonderful people around the world, because it's not just about your generation or your life. It's about all other species, the whole world, and a much long term bigger picture of this beautiful earth that we live on that we're all members crew members on this spaceship earth. And so that's really my big thing I was born in the United States, I was. My mother was German, my grandmother was Austrian, my grandfather was German, I had relatives all over the world, and then from a young age I was kind of a global citizen traveled around and it was just a beautiful thing to see the different cultures, the foods, the languages and to have that interaction. And as I've gotten older, I realized that it's not just other cultures and human beings, homo sapiens around the world, but it's also the species and the micro organisms and the indigenous foods and how many more things ties to our earth and planet and so that's really how you know my mission my wine how I feel about this big purpose of life and it does come down to, as you so eloquently said, said it to be happy and to have joy, and I can't do that. When it's at the cost of our environment or the cost of other human beings and those two things are really tied together. You can't, you can't separate them. But I think it's so annoying because like, now we have this system with a, with a food with a global food system. And now it's up to the individual person to choose the, because like every time you buy food, then you vote for what kind of world you want. I think it's wrong to put this responsibility on the individual person that go to a supermarket or a restaurant and force them to do this action or tea or do or indicate what kind of world. I think like if you have a system that is actually a controlled system, that this system should guide the smaller individuals and help them to, or like, why do we even have food that's harming people and the planet, first of all. I think it's so, so strange. Because like with reformaten, if I just go into that quick now, like we really want to lift the responsibility from the individual and up to the system. Because I think it's right that we have to, like the leaders that are in control of the system right now, they have to take responsibility and do this big change that are needed. And it has to go fast, like we are really running out of time. I'm super stressed over this issue, like therefore I just can't stop to work. Like in my head, like the whole food system goes as a big mega clock and I see like each second like people just like eating food that's making them sick and sicker and sicker and sicker and our planets are just like collapsing more and more and more. So I'm really stressed by this issue, and I think I'm applying this stress on other people that's helping me, but I say like, I'm allowed to stress people as the food system stress me. Yeah, I'm not excited to hear that you're stressed because we want to get you in a better place, but I think you're just see that it's really expedient that we do something that we create a movement and get people up. I want to go on to reformat, but I before that I just want to touch on make make it. I'm not sure I'm saying that right, you need to correct my and make it and explain a little bit about that journey in Berlin and your partner and what you guys created about making sandwiches and things and how that went. And then let's let's talk about some other questions about reformat and take a deeper dive. Okay, I'm excited. I love to speak about all these things. Okay, so me and my best friend Keegan. We moved to Berlin 2012, because we were really bored of Stockholm. We were thinking of moving to London, but that's like way too big and expensive. And the other choice was Barcelona, but that's to manjana manjana, so that is not our thing either. And then we had already been to Berlin and could speak a tiny bit of German and had some friends there. So we moved to Berlin in the hope of learning German, and my plan was to study event management, because I have always loved to host events. I love to gather people, see them having fun, enjoying food and drinks together. You know these moments, they're just like shit, it's life is good. I love to create those moments. And as my head is so creative, I love to like build up and plan things and then see them come real. So when we moved to Berlin, the plan was to study German, but after three weeks, we skipped the German courses and started to party instead. Easily happened in Berlin. But I don't regret that at all, because then we met the people that today are my best friends. Like cool techno DJs, like restaurant owners, artists and very creative people that kind of see the world from a different perspective. Like people that are not like mainly focusing on having two masters or making as much money as possible. Like people, many people that loves to enjoy life. And then like me again, we didn't earn almost any money. So the only thing we could afford was sandwiches. So the thing we did, like we were really creative and eat a lot of sandwiches. So we called it Mackish. And because in Swedish Macca is sandwich. And then we put two dots over there. So it was Mac and then we said ish, so German. So it became like Mackish. So we opened the Facebook group called Mackish where people started to post pictures of their sandwiches. And yeah, this sounds super funny. But from the very beginning, I said to Keagan, I was just like Keagan, we're going to change the world through sandwiches. And she was just like, oh yeah, you're crazy. And I was just like, no, no, no, no, no. This is not crazy. Like I know that we have something big going on here. So then we started to host like different events and we did the street food market in Berlin that existed before. That was called Noia Heimat. And we always involved this Facebook group in everything with it. Because we understood that we had created a communication tool. Because it doesn't matter if you are poor or rich, if you are a good chef or a bad chef. Or which culture you come from because everyone can relate to bread with the topping. So this was the cool thing to see people from different parts of the world. And from different, like with different interests, interests connecting over sandwiches. So everyone were like discussing the topics. And we had like some super cool members from Japan that did these sandwiches that looked like more art pieces. And we did this. In Sweden we have a thing called smörgostorta. Do you know what that is? No. Okay, Mark. But it sounds funny. Okay, so smörgostorta. That's like a mega sandwich cake. Smörgostorta. Yes, smörgostorta. So instead of having like a sweet cake, this is a salty cake. With layers of bread. And then you have like savory things on it. So we did like crazy like sandwich pyramids and we're playing with the food but we still ate it. So like I think it's totally fine to play with food as long as you eat it. But you can never throw food off course. But Mackish developed into like that we started to host events and worked with really cool artists. And we did many things. We also did like a sandwich calendar with one of the biggest bread producers. There was like 365 episodes where we took like a sandwich from the group and made the sketch related to the date. To entertaining with food and try to like deliver some good messages. So we during 10 weeks we were in front of the camera for nine hours. And the one day hour and it was like we turned crazy after a while. We were eating so much sandwiches and we never saw the light and was experienced the whole year during the recording. But this anyways like so we did many things with Mackish. But as we understood that many people were listening to what we said and that we had the impact on people's eating. Then we also understood that we have a big responsibility here to deliver important fact and spread good knowledge. Because I think when you have when you're an influencer or when you have a big like when you have many followers. Then you have the possibility to use your channels as spreading important messengers. And you don't have to do it in a lame and gray and boring way. Like you can do it in a fun entertaining way. Because one thing like with the climate crisis and everything that has to do with science and research. Everything is so big and gray and complicated and hard to understand. So normal person if I can say like that a person that is not into this scene. Like feel or like I have felt stupid many times when I read research reports because I basically just don't understand them. The language is so complicated and complicated and it's just like text text text. So we tried to through sandwiches. Tell people about food and sustainability and health. And also work with good farmers. So that when a company came to us and ordered catering. Then we went to good farmers to support their businesses. But also like when I worked with Mac ish I realized that it's super hard to run a business. That is good for the planet and for people's health. Because first of all those ingredients are very expensive. Those ingredients are hard to find. If you want to cook everything from scratch that then you need to have a lot of time. And in today's society people are not prepared to pay that much for food. So we always had this battle of making money enough. And being able to survive on what we did. But so the only two times that we actually made money enough was when we collaborated with two very big brands. And that is extremely problematic. That it's only possible to make money enough to make a living if you are a small entrepreneur. If you collaborate with these mega brands. Because that wasn't one of them. Jarlsberg. Exactly. Yeah. And you know that the Norwegian eat actually more cheese per capita than the Americans. Yeah. Yeah. And then when we did but also like you know when we when I'm requested for a job. But then you have to see the pros and cons. So with Jarlsberg like they don't use. I'm not doing a commercial for Jarlsberg. It's always you know tricky when you speak public about collaboration. But when we got the chance to do these recipes for Jarlsberg. First of all it was a super good director that did this commercial. And me and Keegan like we had to to be able to continue to do our business. We had to get in money in order to survive with the business. And there we got the chance to create two recipes containing the cheese. And then we did one totally plant based with leftovers with the cheese added as one recipe. It was like leftover rice I think in the nuts mushrooms. And it was a super beautiful burger. And it was only not so that was one of the burgers. The one that we did with that was only plant based plant based plasticis. And the other one that we made was a wild deer burger. So instead of using pulled pork we wanted to show an alternative meat treat. So then we had deer meat instead. And that was only like Nordic ingredients. So we had pickled chanterelle, lingonberries and the cheese and this. So it's always this tricky when you come to a situation. Yeah it's maybe not good to eat too much industrial big produce cheese. But also you have to survive. And this is the thing when you run companies that you have to go like between this border of how you survive. And make that your business. And also what you feel right from the heart to make. And yeah, I don't know. But I don't know today if I would do the same. It's nice to hear about that journey and that story. And what you learned along the way. And in the show notes I'll put the link to it because the website's still up. You can see a lot of things on there and still bike t-shirts and hats and do other things. There's some wonderful things there that I'll put in the show notes. But I really want to get into now a little bit more of the story of reformaten. How it started, what the whole moment was and you have some very distinct pillars for reformaten and what you want to do. And I want you to describe those to us and tell us about your successful event that you've already had with reformaten and take us on that journey. Get us up to speed. Okay, cool. How long time do we have more because I just think about these for hours. I want to hear my listeners want to hear some details and get excited and also how they can get involved and how they can participate and support you as well. Cool. Okay, I'm excited. So it was last year. When I came back to Stockholm, so I've been living in Berlin for seven years and I moved back to Stockholm two years ago because I realized that I want to put all my effort in the food system. So when I came back to Stockholm my goal was to open a restaurant. I started to look for different locations in the city to open a restaurant because my goal was to serve, serve knowledge on a plate and create a beautiful atmosphere when you learn in a different way. During the summer last year, then I looked for different locations to open this restaurant. But then my dad got sick and I spent this month in the hospital with him and we're just like going through this very emotional month when I was. You know, when you, when you have a family member that is close to death, then you really consider or rethink everything you do and try to understand the purpose and meaning and it's really emotional. And then I realized that when I went out jogging in a formatting came to my mind, and I understood that we have to gather the voice of the people, because food is every person's right. As it is, as everyone should eat every day, this is a question that is not for the leaders only. They carry big responsibility, but food is a question that everyone have to discuss. And you cannot demand that everyone is educated within this question because that's like a full time job. And people in today's society need to have other jobs to pay their rents and pay the rest of their things. So when I came up with the idea of reformaten, I contacted my dear friend Marika Berglind Ekman, who is an excellent communication designer. I think when she, she has a super playful mind and can apply like complicated systems into easier pictures, and she understand my brain really well because she has been working with it with Machish and our communication through that as well. So I said to Marika was just like Marika, we have to translate this research and gather the people because if everyone understood how fucked the system is, no one would accept this. So can you please help me, we have to educate everyone within this. And we have to gather all the voice of the people in a big petition and go to our leaders and say that hey look, so many people don't accept this system, now you have to change it. And so Marika was off course game to do this with me. And we thought that this petition would be up and running, or no, it was actually me that thought that this petition would be up and running a few weeks after. Marika understood, because you know, I am super positive and a bit. I think that nothing is so complicated, it's just to do it. Like everything can be solved with a certain amount of phone calls and you spend a certain amount of hours in front of the computer. And for me, like I've always been working that way, but Marika, she's more realistic. So she was just like oh yeah, we have to slow down and really understand the problem. But in the meantime, I was just like Marika, we don't have time for this. So meanwhile we understand the problem, we have to start to speak publicly about this and gather the people because we are losing this game of life right now. Like people are dying totally unnecessary every day in this question. So we cannot sit behind the computer at home and be quiet. And so the thing we decided it was not to present the perfect result or a perfect plan. The thing was to start to speak publicly about this. Because to handle the food system, no one have done it before. So no one will have a perfect plan of how to do it. But we simply don't have time to sit and wait for the perfect plan. So we always have to act and be able to reform our work on a daily basis because we learn more and more people get added to this history. And like we try to explain the format and as a living organ, changing every day as we learn so much for every day and understand the issue in different ways. So the first purpose of the format and that was to do an awareness campaign, an educational awareness campaign where we would translate the research into communicative material and use influencers and chefs to spread this messenger. But during the time, then we started to speak publicly about this question. I get a place called Norsken Foundation, which is innovation hub in Stockholm, where I've had lectures before. And also we got invited to speak in other places and did so. But this problem just grew bigger and bigger. And then my friend Nora told me, she was just like, but Olga, you have to get some help because this problem is eating you up. And we had done everything without a single crown. So then I contacted some schools in Stockholm and asked if a student group could help us with the campaign, like with the different target groups and user journeys and the suggestion of how this petition would look. Because we didn't want the petition to be just like, okay, change the global food system, because that would only lead to another investigation of how we can reform the food system. We wanted to, like when we had the attention from the person on our website, we wanted this person to tell us more in detail what this person wanted to change. Like, what is the issue with the food system? Is it the pricing? Is it the non-transparency? Is it the education of it? Is it so many things that you can bring up about? Is it how we treat the soils? Is it the human rights behind it? Yeah, it's so many things like angles you can look from when you look at the food system. But we wanted, like when we went to the politicians with our petition to say that, hey, we actually have 100,000 people that want to have, they want to see subsidized on Swedish organic vegetable, for example. But the promoting just kept on growing and growing and growing. And we spoke with more experts and our purpose just grew bigger and bigger. And it's so funny, like still today, and it's almost, yeah, it's over a year ago since we started the promoting, this petition is not up. But I'm going to come into that later because now we have a better idea actually with this petition. But the thing that happened was that when I spoke with all these experts, they told me that, Olga, of course we want to help with reformaten. But please come to us when you have like a concrete thing that we can do because when you ask someone of help with reformaten, no one says no. No one is just like, fuck you, deal with the food yourself. Everyone is just like, of course we want to help, but in what way can we help? So then my, as my passion in life has always been to host events. Then I thought, okay, the thing we have to do is to gather all these people that work with the food system, but also people that don't work with the food system to build bridges between everyone. And, you know, as everyone eats, then you cannot only have the experts, as it's not only the experts issue, because they are not the only ones to get affected by this. Everyone get affected by this, no matter your education, no matter which god you believe in, no matter where you live, no matter how much you earn, everyone get affected. Therefore this is everyone's question. So then during the summer I decided, okay, we have to host like a conference. Then it was of course a bit problematic with this damn pandemic, but I am really angry at the situation of the pandemic that we keep on postponing very important meetings for our futures, because all respect to the pandemic, it's horrible, but we have some parallel crisis going on, like the climate crisis, the people die from unhealthy food. And we have to adapt and learn how to treat parallel crisis. So to say, so then I was just like, okay, we have to do this conference in another way, so we do it digital and also on spot, but we never because in Sweden during this time that was in September, then we had the limit of 50 people could gather at the same time with social distances. So the idea of the conference that we hosted during the summer, no, in September sorry, was together to make this question colorful, fun and engaging and show brilliant examples, because you know all the answers are almost there. It's just like, we have so many hospitals that serve amazing food, we have so many schools that serves amazing food, we have so many restaurants that works 100% circular and do amazing work. But the fact of the thing is the big gap between the worst and the best. And if you only like my vision is that if you lift up all the brilliant examples we have, and these people can tell how they work and inspire other people that don't have this knowledge or know this. Then we will come to solutions. And it's about having conversations and speaking openly and also allowing mistakes. Because, you know, me as myself like I don't have a master in anything. I don't have, like I'm not a researcher or I have not had 10 restaurants, but I'm a master of getting things done and inviting people and making things happening. And right now we need people like me because we're running out of time. So I say that I'm the perfect cocktail for making this change as I know a lot of people like I know so much talented people that are just amazing. If I just bring all these people together and new people as well, then we're going to fix this. Like it's not super complicated and we have nothing to lose on it. Or of course we have something to lose on it if we don't do anything, but to make an attempt for a change, then we have nothing to lose. So with the first conference, first my idea was that we're going to host the biggest conference ever and gather everyone online. But then I realized that fuck it's just two months and a half until we're going to have this conference because I refused to postpone it. So then I was just like, okay, that's maybe a bad idea. Let's make this the first conference in a long series until we have solved this issue. So the leading question for the conference that we held the third of September was why do we have to speak about full. Super simple, super basic. So everyone on the schedule had that leading question. And then the idea was to lift up food from different perspective. So I had my friend Maria, which is an author, and she's from Rinkeby, which is a subburn in Stockholm and her family, they could almost not afford food. And we spoke about food, because when you look at food, it's a super sensitive subject, because if you criticize what someone eats, you criticize your holy personality. What food you eat depends on where you live, like your family traditions, which culture you come from, how educated you are within this. Yeah, your income, like it is so many sensitive subjects that you touch. So when you speak about food, you have to speak in a really respectful way and not think that everyone have the same ground. And you have to understand that it is a really sensitive subject. So then during this conference, then we brought up food from this perspective, but also from a design perspective. We had researchers speaking, we had business people from the industry speaking, and they brought up their personal view on their food and the issues with their food. So that was the daytime program. And then the nighttime program. That was two of the best hours of my life. That was so amazing. So it was, we had like a program on the stage with 30 seats in front of the stage where everyone was facing the stage and had social distance between each other. So the idea of the evening program, it was kind of like a gala or like entertainment on stage, because I see it as an educational entertaining program or like a lesson with food and sustainability. So Lena and Rosanna Endre, like Lena is one of the biggest actress we have in Sweden. And her daughter that is super engaged in the climate questions has been working with Greenpeace for many years and she dedicated her life for a positive change as well. And they were the conference here. How do you say that, the host. The masters of ceremonies are the moderators. Master of ceremony, I like that. They usually say MC, but it's the master of ceremony or the moderator of the event. So they were hosting, they were the masters of the ceremony and did such a great job. So on the stage, so it was like a meal. And instead of having one chef that cooked the whole meal, my idea was to symbolize this collaboration that we have to make. So then I approached some of my idol chefs like the one I have all the cookbooks from and really look up to. So like guys that is called Sebastian Bodea. He's a master within bread. He made the bread, then we had like Eric Tarje, that did the cheese and Paul Svensson, the vegetable. And Sena Mortada, the beans and this is name that you don't know maybe, but super talented chefs. So to symbolize this collaboration, they did the part of the menu that they are proset. And I think like to solve this question with a food system. You have to gather all the pros that love the thing they really do. And because when people do something that they love to do, you find the best result and something that they enjoy to do. So the idea with reformaten is like to gather everyone that are the best at what they do and also people that are super curious to learn and want to be a part of this. Because everyone has a special talent. And if you just find that talent and connect it to the food, which is possible, you know, like as you can connect food to anything. That's true. Can I tell you about something that triggers, you know, I went when you bring chefs together that are whether restaurants or gastronomy or some kind of a food services that they're doing something, there's cookbooks or even TV cooking shows. There's just something that rallies a nation, a community together to see food in a different light and when those chefs can come together themselves for a great project there's so many wonderful things that happen I give you an example I was just at the beginning of this year and sustainable brands Chantaburi, which is in Thailand and back just outside of Bangkok in Thailand, and there was, I think 26 world class Michelin star and other chefs cooking for alongside female prison inmates in Thailand, teaching them how to cook, and they were cooking this this dinner, which was an after a thing as well from the main speeches in the talks for old folks home for the prison for all the guests of the event, and such a, and it was all sustainable all really, really finally done amazing when people can come together like that for an event, and also experience the food also see how it's done. It was just the most wonderful experience so I can tell, you know, you know that that two hours was very impactful for you and how much you loved it and not what it can mean. I think it really does at every place in the world that's, you know. Yeah, and that is the thing you know, like, it was magic in the air, and the idea was that the chef would come up on the stage and present the food with the producers, but we sadly had not enough time to get all the producers together and it was the code with the restrictions. But I think that one of the main issues we have with the food today is the gap between the producer and the consumer. And so people don't understand the person behind the beautiful ingredients so then you also lose respect for the ingredient. So we want to bring like the former together with the consumer together with the researcher together with the influencers together with the school chef, and that we together sit and discuss these topics. But it's really important that this is brought out from only the foodies people. So on stage to be able to transform the whole system, and then I mean like the whole system, not only the food system, then we need to make it accessible for people that are not interested in this yet. And that you do through building bridges, bridges, bridges with music and art. I think that's extremely important that you bring musicians into this and different idols that can show their followers of why it is important to discuss and do something within this. So the program like as the format in is a question of existential question like do we have a planet in the future or not. We want to point out that we want to give a voice to the younger people and lift up their worries for the future, because if you ask a 17 year old today about what they want to do in the future, or how they look at the world. It is, it can be very dark and depressive, like many of them don't dream about their dream profession or like they don't think that they will have kids in the future, they have this climate anxiety and depressions and have a really dark vision of the future. And then I think it is our duty to give a voice to this youth and also we are obliged to make the world a better place for them because they have the longest time on our planet and we'll have to deal with all the failures of today. So we had three kids on stage that read up a messenger or like how they saw the future and what all the young people tell is like listen to the researchers. So then after that we had Line Gordon on stage, which is, yes she replaced Johan Rockström on Stockholm Resilient Center and Anna-Ricke, which is a senior food expert at WWF. And they told like their view of the food system and what has to be done. And then we had Peter Marklund, which is a famous artist in Sweden singing and the whole atmosphere was just beautiful. And then Tata from the climate psychologist, she spoke more about how it is important to bring in the psychology aspect of these questions. And how we have to through communication and messengers lift this question up from the individual to more a system level. Because we don't have time and it's not fair to pinpoint that small individual. Because now many people say that companies may be made up that word, the power of the consumer, that the consumer have to indicate what kind of world we want. And I personally think that is really wrong, because it's not me personally that decide what food is on the shelf in the supermarket. So therefore it is not the question of the consumer, it is a question for the system. Ok, so to come to bind this up. My conclusion. We are still not online with the petition yet. But first idea with the petition was to do it on a national level. Because I thought that we would do the format in first to affect the Swedish people, to affect Europe, to affect the world. But now Sweden is wonderful in super many ways, but we are also not wonderful in super many ways. So instead of making this petition on a national level, we have come to the conclusion that we would like with other organizations and researchers and people to create a European citizen initiative. And what do you say, come up with the suggestions of how we can change the laws so they are more progressive. And because if we look on the system we have now, how can we give subsidies to businesses within Europe that are not working towards the global sustainability goals? Or how can we give money to businesses that only cares about profit instead of the health of the planet and humanity and animals? So the conclusion is like reformatien is a conference area. So every third month we are going to host a conference discussing different subjects within the field of food. And we always want to do it in an entertaining, tasty, inviting and fun way. So everyone is welcome. It doesn't matter if you're a researcher or if you have no previous knowledge within this subject. As long as you eat, or maybe if you don't eat as well. And also if you have one hour a week to help or want to dedicate your previous work. Like we want to be a platform where everyone feel welcome and can participate. So when we have been working with reformatien during this year we also saw that it's a really big missing brick between the people, the farmers, the organizations, the politicians. Like everyone working with the food system and reformatien's goal is to become this platform where everyone can unite and speak about all these questions. So reformatien as an organization, reformatien as a conference area, reformatien as a campaign and petition. And because like the thing we have to do is educate people and like everyone about food's real impact. So now like yesterday we were shooting with Brent Loken that also worked with WWF and Anna Rickert, a movie to explain the connection between food and the nature. He's also with the Eat Form, Eat Foundation, Brent Loken. Ja, exactly. But I want to really point out that reformatien is not taking stand behind any like organization, like we just want to lift up different voices. Because different organizations have different approach to the subject. Like if you look at Fianna and La Via Campesina, they have way more this look on the human rights behind food. That everyone, because food is also, it's not only about carbon dioxide, I have so hard to say that. It's about all greenhouse gases, it's not just about CO2, carbon dioxide. Ja, exactly. And it's not only about the loss of biodiversity, it's also about human rights and everything that comes around. And therefore the question with the food system is so complex and hard to understand as everything touches it. Like all the SDGs touch the food somehow, direct or indirect. So our goal with reformatien is to create these educational movies to be able to explain to someone without any knowledge in this subject how this is related. Because right now it is super tricky to understand, you have to be a nerd somehow to know all this fact. And you cannot expect that everyone is a nerd because it's not that it is. Ja, I like the fact that you're willing to take on the challenge of making it available for everyone but to dissect and discern, not only the research papers but to make it so that everybody can, without having to read 200 or 500 or 1000 page reports on on food or agriculture on chemicals or pesticides or organics or whatever aspect of health of etc, that you can still make a change and impact from the bottom up for each individual who is an eater and is directly impacted by food. Reformatien for me is not only reform, but it's also what you're doing and what you just explained so eloquently to us on your journey. It's a continual process of change and reformation in and of itself because you're learning and growing as an organism as an organization and evolving to meet the challenges of the day by involving every individual. And you want to pick everybody up at the place that they're at and take them on a journey with you to come up with some better solutions for Europe. I'm fully with you on this project and this process and I really appreciate you going into detail and explaining this all to me. We're running out of time so I have four more questions for you for more questions. Okay, but go ahead and say something. So we really want to open educational center within this question. So a restaurant but way more than a restaurant so it is a beautiful house in the city center of Stockholm that we are looking at. It's a 380 square meter big wooden villa that we want to create ecosystem around like that would benefit the society in so many ways. So a big communal kitchen to host cooking classes where you work with beautiful ingredients together and this. It will be asset for the person for people like mentally health and physical health and also restaurant serving education on the plate and the upstairs where we can work theoretical about this question and the dream is to have like the garden with a few animals to close the circle and we don't want to open a house. We want to create a format that we can apply in other cities and countries because I think this is a solution. Like that La Via Campesina says so beautiful, like the hope is the global, the hope is global, the fight is global, but the production is local. And that is my personal, I don't say this for the format. And that's the four pillars as well of reformat and so community organization can campaigns, communication conferences and education center so those are the four and you you touched on all of them, and I'm excited to see the journey evolve and to be on that, but I have four more questions for you still we're not done yet, but I need you to be just kind to me and why listeners so that you to be concise. I know that's hard. I have the same problem. But the first hardest question I have for you today is the burning question. It's WTF. And it's not the square word. What the fuck. It's this. It's the other word. What's the future. And I want to know from you. What's the future. Like in how near time. Like do we speak about five years or 15 whatever comes in your mind is, and it actually be by 2030 is as what's the future because that's when the sustainable development goals should be achieved. And since you mentioned so eloquently, they're tied to food, but I want to know for you, not for the world, not for Sweden, I want to know for you, what's the future, or what's your vision of the future, so I want you to tell us what, where we go and what it is. What's the future. Okay, I think, like if everyone just look beyond themselves and their screens and come together and we sit down and just like speak about what future we want. And this is something I think that will be decided within the next few years. I think we stand now in a like in a crossroad that either we go the left way or right way. I don't mean like a politician. But like we stand in this in this. Now we have to make the selection where we want to go. And I strongly believe that we are looking for like at the very bright future if everyone just look beyond their interests. If we look on the purpose of life, then I think that if everyone just like unite around food and the purpose of life, and we together create a system where everyone is winner, you know, because that's possible. It is possible to make that and treat each other with respect. And, okay, so I really think it's, we have a bright future. And because with the format and our goal is to open all these like small local positive amazing ecosystems around the world. I feel like a map of the world and see like all these dots, and I just want everyone to be happy and not suffer because life can be so fun and beautiful and tasty, and I want everyone to explore that. Thank you, thank you. And then this one's kind of self selfish it's for my listeners, or the next three are actually for my listeners. If there was one message you could depart to our listeners as a sustainable takeaway that has the power to change their life. What would it be your message. Use your time wisely. Like it is possible to make big changes, whoever you are. You just have to really want it, and then it's happening. If you imagine something long enough, or think about it so strongly, then it's becoming true. So, I would say use your time wisely and help other people. You should have give advice to a young innovator young chef, a young foodie, someone who's kind of looking into the same direction of starting restaurant or moving somewhere in the direction of food systems. Or should they be thinking about if they're looking for ways to make a real impact and actually say set them out on a different course. Everything is possible. I would say that that everything is possible. It's just to ask for help. Like you cannot be the best at everything, but you can all other people that are the best at their things. So, never hesitate to ask for help. It's no stupid questions. Be curious and everything is possible and it's so many fun things you can do. And the last one is what have you experienced in your professional journey so far, especially with with food that you wish you would have loved to know from the start. Tricky question. A lot of people say well, there is nothing because I like the journey I needed to have the journey to learn it, but is there anything that you said boy, I wish I would have, I wish I would have known sooner, so I could have started sooner. I mean, or is there anything that you would have liked to know him from the start. That reformaten was needed for a long time ago. But also, I wish that I didn't have to do reformaten. I really enjoy to work with reformaten. I love it. I dedicate all my energy to it. But it sucks that reformaten is needed. I think it's really, really weird that we have to work with this question. I cannot understand it is an issue. So, I would say just like, I wish that I did reformaten earlier, but also like through all my years of working with the food that I have learned why reformaten is needed. So I don't think I could have done it before. Also, I have gathered all my contacts and previous knowledge from all my businesses or everything I have done into reformaten. So reformaten would never have been possible to create so fast if it wasn't for all the previous knowledge. And now like the people that work with reformaten, it's probably over 100 people that have worked without getting a single crown. And it is mega professional people and people that are so engaged and just want to be a part of this journey. And we create this journey together. Like everyone that want to be a part of this can be with us and shape it. Because we want to welcome everyone like I don't decide anything or I decide a lot. You know, like I don't have the final answers or know everything. So we are shaping this journey together, everyone that want to be a part of it. Thank you so much and Olga has been absolutely wonderful. We're out of time, but we need to have another one of these in a couple months or at the beginning of next year because there's going to be a lot more stories and a lot more things to catch up on. And we'll have some more discussions around the book menu B as well. So thank you, thank you very much and please have a wonderful day. I think you mark have a beautiful day and hope you had something super tasty. Thank you very much. Take care.