Newsletter November 2024

We hope you have a great fall. November is here and we have several exciting news to share with you.

From vision to reality - establishing a Food Experience Center

We are actively developing our plan to create an engaging and inspiring experience for our visitors. Our goal is to make the Food Experience Center an attractive learning destination, with focus on sustainability, food production and taste experiences.

In order for the Experience Center to become a central place for food experiences, we are now developing a detailed plan for the area in Väderstad.

In parallel, we are developing a concept proposal for operators interested in establishing in the area. We aim to create a destination where visitors can not only discover new flavors, but also understand and appreciate the local and global aspects of food and sustainability, in line with the Global Sustainability Goals.

Pop-up with innovation support - investing in the food of the future

In our latest newsletter we let you know that the project "Experience Center for Food in Mjölby - pop-up with innovation support" has been granted support from the Swedish Agency for Economic and Regional Growth and the European Regional Development Fund (ERDF). The project runs from 1 September 2024 to 31 December 2026 and aims to develop research and innovation capacity in East Middle Sweden.

What is a pop-up?

During the summers of 2025 and 2026, we are planning a temporary exhibition and arena for innovation and business development, where we can test concepts with visitors in Väderstad. The aim is to bring together knowledge, innovation and taste experiences in a fun and engaging way.

The pop-up is not only for visitors, it also gives food producers and innovators the opportunity to get valuable feedback from consumers, helping them to develop their products ahead of launch. We believe that this interaction between visitors and businesses will make the pop-up a successful platform for food development.

Change in the project team

Charlotta Rydberg concluded her role as project coordinator in October. We thank her for the great work she has done and wish her all the best for the future.

At the same time, we welcome Kim Brax as the new project manager for the pop-up project. Kim has previously worked as Head of Production and Content at Visualization Center C in Norrköping and as Marketing and Communications Coordinator in Mjölby municipality.

We look forward to an eventful winter and spring where we will continue to develop a Food Experience Center in Väderstad.

If you want to know more or have any questions, please contact us.