Made from Scratch

A food experiment that gets people tasting, thinking and talking about the way they buy, cook and eat

Most of us are aware of the growing concerns about food practices and their impact on the planet and people. Many experts have shared their insights and asked us to make changes such as eating less meat, buying local, or giving up fast food. We’ve all assessed their arguments and developed our own opinions. Maybe you buy organic occasionally. Maybe you only shop at the local farmers’ market. Maybe you think there is nothing wrong with McDonald’s – it’s affordable, satisfying food. 

Whatever your opinion, ‘Made from Scratch’ intends to disrupt the status quo. It is a food experiment. You invite 4 friends for a home-cooked meal where each person cooks one course of the meal. There is just one rule – all the food must be cooked from scratch. That means no spice mixes, stock cubes or ready-to-cook food.

This simple experiment triggers complex conversations. By cooking and eating the meal, you inadvertently engage in sustainable actions such as buying fresh, local or seasonal produce and avoiding highly processed foods. The initiated dialogue will hopefully lead to a re-evaluation of your relationship with food.

The Made from Scratch website provides information on hosting a dinner and provides space to share your experiences with other people.

 User research revealed that there is no lack of information on sustainable food.

There are credible organisations and experts providing facts, statistics, forecasts, instructions – and even scare tactics. These informative, educational approaches appeal to us as rational human beings, to make the right choices. 

But decisions aren’t always rational, especially when it comes to food, which is so personal and emotional.
When most vegetarians are asked why they gave up meat, they don’t answer “to reduce my carbon footprint.” They usually say “because it just felt right.” 

‘Made from Scratch’ is built on the belief that people’s behaviour can be influenced by experiences that challenge their established patterns. It doesn’t aim to instruct people about what they should or shouldn’t do. Instead it aims to stimulate them to question and investigate sustainability and food.

Advisor: Joachim Halse