Should we serve the food the future calls for?

Can good taste in the mouth go hand in hand with delicious taste experiences? What we eat can become one of the big arenas of struggle when we talk about transforming our society. This is where the big battles for the reduction of CO2 must be fought. But it is also one of the most sensitive areas. Because we are what we eat – food is our luxury and our health. And it can be defining for an entire stay at our hotels whether the guests feel that the food has lived up to expectations.

We want to serve food and drink that puts a line under the good stay for our guests. But if we are to take our ambition to run hotels and conferences on nature's terms seriously, we must also serve food that takes care of nature as well as possible.

This means that we have to make some important and often also brave choices for our guests before they sit down at the table. At the risk of, for example, removing dishes from the menu that they love and replacing them with something they don't yet know they will love.
We work with an ambitious gastronomic code, where we continuously reduce our CO2 footprint, reduce food waste, serve more vegetables and less meat and at the same time support our local suppliers as much as possible. We do it even though some of our guests have said that we make a bit too modern food. But we'd rather call it the food of the future.

We have a desire to tantalize our guests' senses, arouse their curiosity and open their eyes to alternative and more green menus. But is that really our job? Aren't we in an industry where we have to deliver luxury and exactly what the customer dreams of?

The answer is, of course, yes. But at Sinatur, we have also taken on a responsibility to challenge our guests' attitudes to what luxury is. It's incredibly difficult to change old habits, but the more tempting alternatives, the easier it will be. As an industry, we serve thousands of meals a day, so our menu is a manifesto of the Danes' food culture. Why not take the lead in the fight to develop it?