The story of one woman’s success in building a fame-worthy culinary destination.
The World Food Travel Summit 2013, Gothenburg. Day 2 Talks. 24/9/2013
by Grace Fitzgerald
After her first child, Fia of Östersund felt she wanted to give this earth back to her daughter, her son, and many generations forward. That’s her driving force. And she realised that to make change, you have to step out of your comfort zone. She has three children, three companies, and one husband. And that’s how she prioritises life. The audience laughs. But she is deadly serious …
“Everything you want to change starts wtihin yourself and your own awareness”. And “if there are no ways? Then create ways!”. The audience shift uncomfortably in their seats …
As a self-trained chef with a Masters in Leadership, she summarises what core values of regional development are all about; the pure, the good, the ethical, and the local. She explained her passion to local politicians and the need to raise the local people to higher awareness. They said OK, but did not, however, want to give funding. But one man heard Fia, believed in her, and hired her for one day a week for a year to write an application for an UNESCO award for their region.
They got it. Then the politicians were very happy when the Östersund region was appointed creative City of Gastronomy by UNESCO, July 2010, and thereafter, Culinary Capital of Sweden 2012. This has done a lot for their regional economy. And the local people who once thought they were backwards are now proud of their region, their produce, and themselves.
Fia’s story continues, with many impressive and heart warming feats, including one where she could not understand why local restaurants were not serving more local food, and moreover, were not willing to. So she did the obvious thing. Yes. She opened her own restaurant and did just that. Serving local food from the region, supporting local farmers, fishermen, producers and artisans and raising awareness of their regions’ natural abundance.
Final words from Fia?
“Be bloody brave, step out of your comfort zone, otherwise you cannot manage to make change. Collaborate, celebrate, raise awareness, work around obstacles. We must take care of what we have. We need to be like the Sami. And think five generations ahead”.
Over and out.
