Looking beyond the plate and building a sustainable food future.
Food isn’t just about the present. It is about laying the groundwork for a more sustainable, balanced future. This idea was at the heart of discussion at Copenhagen’s annual MAD Festival, now in its 15th year, a symposium where chefs, producers and policymakers explore long-term strategies for reshaping food systems. MAD is a global nonprofit based in Copenhagen, whose mission is to equip the next generation of food industry professionals with the knowledge, tools, and inspiration they need to make their businesses thrive, their industry fair, and the world’s food systems truly sustainable.
I had the privilege of attending the festival in 2025, engaging in such conversations about sustainability, regenerative agriculture, and the future of food with industry leaders. The event reinforced something I believe in deeply; meaningful progress in the food industry isn’t about quick wins but about thinking beyond immediate results to create lasting change. For me, five key themes emerged from the festival that illustrate the need for forward thinking approaches.
Regenerative agriculture
Regenerative agriculture and soil health were a major focus of the festival. Chefs and producers are advocating for soil restoration techniques that enhance biodiversity and support carbon capture whilst restaurants are recognizing their role in supporting farmers who use sustainable practices, integrating hyper-local ingredients into their menus to ensure culinary traditions thrive while protecting the environment.
A standout moment for me came when four young Icelandic fishing guides took to the stage to present a compelling argument against sea-farmed salmon. These seventh-generation guides (two sets of sisters in their late teens and early twenties) were among the first female fishing guides in Iceland. They work on the Laxá river in Northern Iceland, helping visitors catch wild Atlantic salmon.
Their presentation highlighted the environmental concerns surrounding farmed salmon, championing the preservation of wild fish populations and sustainable fishing practices, but their story resonated with many at the festival, including myself, to reinforce the importance of long-term thinking in food systems. This is an idea deeply connected to a concept called ‘cathedral thinking’.
Cathedral thinking
Perhaps one of the most resonant ideas discussed at MAD was ‘cathedral thinking’ – the concept of planning for impact beyond one’s lifetime. This concept originates from medieval cathedral builders who laid foundations for structures they would never see completed. In today’s fast-paced society where instant results and short-term gains often take precedence, this mindset is obviously unusual, unique even!
Yet, it is key to solving some of the biggest challenges we face in food sustainability. Many environmental solutions, like regenerative farming or biodiversity conservation, take many decades to get results. Cathedral thinking encourages businesses to invest in long-term strategies that will benefit future generations rather than focusing solely on immediate success.
It’s a philosophy I believe in deeply. Businesses often chase short-term wins, but the most impactful food innovations, whether in ingredient sourcing, sustainability, or waste reduction, require patience and dedication. For The Flava People, embracing cathedral thinking means committing to future-proof food solutions rather than simply following fleeting trends. Our ongoing efforts to fund new Community Grocery stores reflect this long-term approach, supporting a food system where accessibility and sustainability go hand in hand.
Tech-driven culinary innovation
Technology plays a critical role in culinary innovation. Artificial intelligence and precision fermentation are revolutionizing food production, to allow the creation of alternative proteins with minimal environmental impact. Smart kitchens and data-driven sustainability are helping restaurants optimize energy use and reduce waste, showing that innovation can be harnessed for progress while keeping ethical considerations at the forefront.
Circular food systems
Circular food systems and waste reduction were also widely discussed. The festival highlighted closed-loop food systems, where waste is repurposed into new products, from composting initiatives to innovative uses of food byproducts. More and more chefs are embracing zero-waste cooking, using every part of an ingredient to minimize environmental impact. This aligns with the long-term solutions needed to extend beyond individual businesses. At The Flava People, we share this mindset through our partnership with The Community Grocery. It’s an initiative that helps bridge the gap between food banks and discount retailers, redistributing surplus food while making essential groceries more affordable for families who need them.
Cultural preservation through food
Cultural preservation through food stood out as another essential theme. Food plays a pivotal role in safeguarding heritage, and there is a growing emphasis on traditional cooking methods and forgotten techniques. Chefs are reviving them to preserve culinary history, while indigenous food knowledge and Nordic culinary traditions are being celebrated as a way to bridge the past and future. The richness of cultural identity remains integral to how the food industry evolves, ensuring that people connect not only with what they eat but with the history behind it.
In summary of my time at MAD in Copenhagen, I believe that by embracing cathedral thinking and sustainability at every level of the food system, the future of food is moving beyond the plate. What we eat today should contribute to a healthier, more resilient world for tomorrow, and the choices we make, both individually and as businesses, have the power to shape that future.
By Scott Dixon
The Flava People is a third-generation family-run business all about creating brilliant flavors and bringing them together with big brands to game-change dinners. Their expertise in dinner-time flavor creation and brand partnerships means they have been behind successful launches in retail and foodservice with the likes of Guinness, Baileys, YO!, Mob, and Pinch of Nom. The Flava People also owns the brands Flava It!, MRC and Meat Lust. These brands plus their bespoke capabilities ensure they can deliver differentiated innovations for their customers across retail, food service, delivery and butchery.