Østerssafari MORS

Cecilie Lyneborg

Studenteropgave: Semesterprojekt

Abstrakt

ABSTRACT I samarbejde med Zonen for Madkultur, et 3-årigt innovationsprojekt som arbejder med at udvikle den danske madkulturbranche, har projektet her fokus på danske limfjordsøsters. Projektet bunder i en undren over hvorfor man eksporterer op mod 95% af en i forvejen lille kvote limfjordsøsters, for samtidigt at importere en stor del østers fra Sydeuropa til danske restauranter, især eftersom den danske limfjordsøsters betegnes som en af de bedste østers i verden. Projektet har haft til formål at undersøge om man ud fra performance design og performance teori kan skabe en oplevelse som får betydning for om der kan sælges flere limfjordsøsters på de københavnske restauranter, eller om det eksempelvis kun handler om økonomi i sidste ende. Fem københavnske restaurationsfolk blev inviteret til Mors i oktober 2012, hvor de var på Østerssafari og til Østerspremiere. Spørgsmålet er, om man kan knytte en historie, et minde, en oplevelse til produktet som gør, at man fremover vælger at sælge de danske limfjordsøsters frem for at importere østers fra Sydeuropa. Kan en oplevelse være så betydningsfuld at den gør en forskel og ændrer noget? RESUMÉ This project is based on the collaboration with the 'Zonen for Madkultur' - a three year innovation program that seeks to develop the Danish food culture industry. The subject of exploration is the Danish Limfjord Oysters, and its sales to the restaurants in Copenhagen. This project is based on a curiosity as to why as much as 95% of the Danish Limfjord Oysters are being exported to other parts of the world meanwhile the Copenhagen restaurants imports a large portion of their oysters from Southern Europe. The fact that the Danish Limfjord Oysters are continuously ranked as some of the best in the world only contributes to the puzzle. The aim of the project is therefore to explore whether one can create an experience that can be instrumental to or even a direct cause to a significant increase in the sales of the Danish Limfjord Oysters to Copenhagen’s restaurants. Or is it really just all about the money? In October 2012, 5 people from different restaurants in Copenhagen were cordially invited to Mors for an Oysters Safari and product launch. The all-important question is whether one can attach a history, a memory, an experience to a product – in this case the Limfjord Oysters – to an extent that will change the preferences of the Copenhagen Restaurants and make them choose Danish Limfjord Oysters over the ones from Southern Europe. In essence, is it possible to create an experience forceful enough to bring with it a significant, long-lasting change?

UddannelserPerformance-design, (Bachelor/kandidatuddannelse) Bachelor el. kandidat
SprogDansk
Udgivelsesdato28 jan. 2013
VejledereHenriette Christrup

Emneord

  • Østers