From label to practice: The process of creating new Nordic cuisine

This article examines the process of creation of new Nordic cuisine (NNC) as a culinary innovation, focusing on the main stages, actors, and mechanisms that shaped the new label and its practices and facilitated its diffusion in the region and internationally. Fast-paced diffusion was possible because NNC was conceived as an identity movement, triggered by active involvement of entrepreneurial leaders from the culinary profession, high-profile political supporters, legitimating scientists, disseminating media, and interpreting audiences. It was facilitated by three mechanisms: First, the use of an "empty" label, without a previous meaning in food, yet with positive connotations in other domains, allowed establishing a positive abstract notion open to interpretations and different practices. Second, the invitation for participation and financial support for innovative initiatives allowed for more actors and institutions to develop practices associated with the NNC label. Third, organized dissemination allowed the excitement and engagement with the new label to spread quickly.