Olga Grönvall Lund is my guest today on Inside Ideas. The Swedish entrepreneur has been involved with food-related projects her entire professional career. As well as being active in the Stockholm and Berlin ecosystems, Olga hosts, caters and produces events worldwide, including in Hong Kong, London, Bologna, Copenhagen and Paris – to name a few.
In 2019 she founded Reformaten – a people’s movement for a new food system, where everyone is a winner: humans, animals and nature. The slogan, ‘Det ska vara lätt att äta rätt’ 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 ill, that she realised how deeply rooted and systemised the 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 and is proven cancerogenic by WHO – and her own tax money was paying for it. The idea then was to translate complicated research reports into relatable stories that would speak to a wide audience: those working outside the food system.
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