This national identity with food is part of the challenge for Denmark as it undertakes an ambitious experiment to curb its 6 million people’s appetite for meat and dairy. In an effort to slash tons of agriculture emissions from its carbon footprint, the Nordic nation is rolling out what is the world’s first government-led action plan for plant-based foods. The 40-page strategy, which involves no bans or restrictions, embraces a number of unconventional initiatives to make animal-free meals more enticing, tastier and accessible.
This weekend, dozens of food guides will be deployed at a summer music festival to mingle with concertgoers and stage engaging plant-based cook-ups. A hospitality college in Copenhagen is developing a vegetarian chef degree, while business conferences are trying to nudge attendees toward veggie options. These are just some of the first 36 ideas getting a boost from a $100 million Plant Fund that accompanies the plan. More grants will soon be handed out after a second funding round was flooded with applications.