Text & Photo © JE Nilsson, CM Cordeiro 2018
Trying out a bite bit of Parmigiano-Reggiano cheese, at Passion för Mat 2018, 2 to 4 March, Erikbergshallen, Gothenburg.
Gothenburg’s largest annual foodfair, Passion för Mat is back for 2018! It runs from 2 to 4 March 2018 at Eriksbergshallen event hall located on Hisingen island. The event gathers food exhibitors from different industry sectors, who literally span the globe in food sourcing and production. Some new entrants include Varberg of Halland County, who are in Gothenburg to market not just their destination brand but their food products. Halland Country lies directly south of Gothenburg on the west coast of Sweden. Visitors can find for example, Källsjö A-fil from Källsjö Mejeri AB, a locally produced yoghurt whose smooth and creamy consistency makes a perfect accompaniment to fresh fruits and cereal for breakfast, as well as cheeses from Skrea Ost (Kattegatt white and Kattegatt blue cheeses). Visitors can also find some exciting new food products and concepts such as Mjölby’s Food for Progress’s award winning brands Oumph! and Beat that give noone an excuse to never eat their vegetables again, ever.
I had the opportunity to explore the exhibition hall just prior to official opening hours, which gave ample time to speak with exhibitors, exchange food and life philosophies, and focus on products I’d like to bring home later on from this event. Sweden is an expansive country, so what is usually labelled as ‘locally produced’ food is often times, region specific and difficult to gain access to if not for such a food event for both B2B and B2C meetings.
There are many inspiring narratives that I came across at this year’s event. The Varberg booth for example, focused on destination marketing for Hallands Country. Halland Country is located along the southern Swedish west coast. From eggs, diary products to baked breads and beautifully decorated cakes, their presence at this event brings an awareness to region specific services and products that are both familiar and new at the same time to Swedes. Fredrikssons Smakglädje that began in 2012 by Mona and Christer Fredriksson, producing artisan marmalades have exciting news to share, where their Mona sauce took home the 2017 gold medal in the SM i mathantverk for best tasting barbeque sauce. Togora olive oil, who has been exhibiting at this event for almost a decade, has come with new products, a fig nectar (reduced fig syrup) made from the figs harvested from the owner’s own garden. A mainly fruit and fresh pressed fruit juice grocer Lundgrens Primör;rer had a most attractive stand stacked with the most gorgeous vegetables and fruits that made it difficult not to walk away without a purchase. And Höganäs Saluhallen from south Sweden, whose baked breads and buns are signature hues to the earthenware pottery the region is famous for producing.
Passion för Mat 2018, Hall
Passion för Mat 2018 Kitchen School
With Passion för Mat’s Leo Sieradzki
Johan i Hallen
Lilla Spinneriet’s tasting menu at Passion för Mat 2018. Lilla Spinneriet is an all-round food concept from boutique bakery to catering services found in Lindome, just outside of Gothenburg.