IN AN UNCERTAIN WORLD, CHOOSING SWEDISH FOOD FEELS MORE IMPORTANT THAN EVER

For Josefin Lundgren, food should be delicious and fun, but it’s just as important that it contributes to both her own wellbeing and Swedish society. We met Josefin in her apartment in Nacka, Stockholm, to talk about the joy of cooking, the worries of our time, and the choices that make her feel more secure as a consumer.

 

“Food has always been a big part of my life. I grew up in a family that loved cooking, and I remember being out on the boat in the summers; my mom would plan lunch during breakfast and dinner during lunch.” During the pandemic, Josefin’s interest in cooking grew even stronger. Suddenly she had more time at home. She began developing and photographing her recipes and sharing them on Instagram. She still does, posting everything from her favorite everyday meals to her weekly grocery shopping.

 

Structure in everyday life and smart choices in the kitchen

Josefin prefers doing her grocery shopping in a physical store, partly to choose products herself and partly because she simply enjoys it.

“I usually do the weekly grocery shopping on Sundays for the coming week. By then I’ve planned our meals and checked what we already have in the fridge and pantry. We don’t have a large fridge or freezer, so we need to shop smart and make use of what we’ve got. My mum inspired me here too; she has always been great at creating meals from leftovers. We don’t throw food away.”

 

During the week, Josefin often cooks vegetarian dishes, both because it’s cheaper and for environmental and health reasons. Otherwise, the protein that ends up in her basket most often is chicken, though she occasionally buys beef or pork.

 

A safe choice: Lönneberga

When it comes to meat and dairy, Josefin has a clear principle: it must be Swedish. “If it’s not Swedish, I’d rather not buy it. When it comes to chicken and turkey, I always look for the Yellow Bird on the packaging.” Josefin says Lönneberga is a brand she always feels safe choosing. She knows it well, and the packaging clearly shows that the produce is Swedish.

 

“One thing I buy often is the sliced turkey — it’s perfect as a light meal together with a boiled egg. A while ago I also made a very nice croque monsieur with it. And when I buy chicken, I like Lönneberga’s vacuum packed products. They take up less space in the fridge, and for some reason I feel they are more hygienic without air in the packaging.”

 

When asked why Lönneberga feels like a safe choice, she answers: “I know it’s produced in Sweden. We have strict laws here regarding animal welfare and production. If I buy something from abroad, I don’t know how antibiotics are used or what the animals’ living conditions are like. It’s also important to me that people working in production have good working conditions; that too feels more secure with Swedish products.”

 

Supporting what we have

The turmoil in the world has strengthened her view of the importance of Swedish production. “I want to support Swedish farmers, Swedish companies, and the Swedish economy. To protect what we have. Every now and then I read about Sweden’s level of self-sufficiency, and I’m reminded of how low it is. Even more worrying in a world full of crises and conflict, what happens to Sweden if we end up in one? That’s why we need to safeguard Swedish production and support our farmers.”

 

Josefin is not alone in feeling this way. A new nationwide survey by Ipsos, commissioned by Svensk Fågel, shows that support for Swedish chicken is rising. Safety, quality and the desire to support Swedish farmers are highlighted as the key drivers. The survey also shows that many choose chicken because they find it tasty and consider it a good protein alternative. “My favorite everyday recipe is oven roasted chicken with potatoes and vegetables. It’s tasty, feels healthy and nutritious — and you can make it entirely with Swedish ingredients.”