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26 August 2022
Courier Weekly provides inspiration and tools to help you work better and live smarter.
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Brought to you this week by Atelier100.
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Your weekly round-up of briefings, trends and news.
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Getting Greenlandic food right
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In 2020, Greenlandic chefs Salik Parbst Frederiksen and Miki Siegstad were busy – but bored. Miki was cooking for fishermen aboard a trawler, while Salik had just started a touring company. But the duo, who'd previously worked together at a food festival, were frustrated by the lack of opportunities for Inuit chefs and people with an affinity for culinary culture in Greenland. Salik suggested that they open a pop-up in the capital, Nuuk, focused on locally sourced Greenlandic food.
Two weeks later, the duo set up in the capital's harbor, serving smoked reindeer and pulled lamb sandwiches out of a food stand for one evening. The enthusiastic reactions from the community were enough to outweigh the near-zero profit. Today, they've brought Igapall, their pop-up dining experience, to six locations across the country, aiming to put Greenland on the world map of food destinations.
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Keeping it local
‘There haven't been many of us [Greenlanders] working with food,’ Salik explains. ‘Greenland was a colony for many years. The people who had the money to establish restaurants were mostly foreigners [who] came with their own country's idea of food.’
While there is a local culinary school – Inuili in Narsaq, in south Greenland – it requires students to travel to Denmark to complete their training and exams (Greenland is an autonomous country with its own government within the Kingdom of Denmark). Igapall is creating local demand for skilled Greenlandic chefs, using techniques that are honed from an early age, such as hunting, fishing and foraging.
‘They want us to lift Greenlandic dishes to the next level,’ says Igapall chef Aggu Broberg. ‘Salik and Miki's way is to put a chef's name to a plate.’
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Pushing what's already there
Greenland's fishing industry sustains almost the entire country's economy, accounting for more than a fifth of its workforce. The crustaceans and fish trawled in Greenland are mostly exported or bought by fishing companies like Royal Greenland and sold back to regional grocery chains. The little arable soil in Greenland also means that there's a heavy reliance on imported produce.
For Miki and Salik, innovation is about an improved process – more local and independent, starting by reintroducing Greenland to the ingredients that it's known all along. When they're cooking in west Greenland, dishes will center around musk ox, Arctic hare and ptarmigan (a game bird). Further south, main courses often come from the sea – redfish, salmon, halibut or Arctic char – or locally farmed lamb.
Side dishes could be locally grown potatoes or fresh vegetables from vertical farm project Greenlandic Greenhouse. While ice and permafrost make up 80% of Greenland's terrain, wild herbs, such as Arctic thyme and Labrador tea, grow in rocky areas.
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Natural adaptations
Beyond the capital, Igapall has held pop-ups in remote towns dotted along the west and south coasts. Being a floating kitchen with no fixed location allows the chefs to make food culture accessible and sustainable – but it also presents logistical challenges and high expenses.
There are no roads connecting settlements in Greenland. Traveling and shipping are extremely costly and, outside of Nuuk, kitchens and dining spaces are few and far between. The extreme weather and heavy reliance on imports mean making pivots and finding alternatives are paramount to running the food business.
‘It'd be easier to open a place in Nuuk,’ Salik admits. ‘[But] to go somewhere remote and show people how you can use the products we have, no matter where you are, is the point of Igapall.’
For more on how Igapall is paving the way for Greenlandic ingredients and chefs, check out the full story here.
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Our top five stories online
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Inspiration for the home, plus things to eat, drink and wear.
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Tinned treats
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Go beyond your regular brine with these high-end tinned fish brands.
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After working in some of Canada's best seafood restaurants, Charlotte Langley launched Scout to bring high-quality fish to your kitchen. You'll find everything from lobster to trout in its range. |
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Fishwife Tinned Seafood Co is a female-founded brand that ethically sources its fish across North America. Choose from wild-caught smoked tuna, rainbow trout and salmon – and keep an eye out for its limited-edition tins. |
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Minnow was launched by the teams behind New York City restaurants Hart's and Cervo's. It partners with different canneries around the world to create sustainable, traceable tinned seafood, such as cod liver and sardines. |
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Conserva works with small producers to source the best tinned fish it can find. From mussels packed with olive oil, spices and salt in Spain to chargrilled razor clams, there's an option for every occasion. |
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Is there a brand you love that you want to share?
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BRAND PARTNER: Atelier100
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A revolutionary way to launch products
Ever wanted to create a product locally but the cost, barriers and resources are too much? Democratising design is the mission of Atelier100, an initiative backed by H&M and IKEA. We break down this new programme, the creatives involved in London's pilot cohort, plus the funding, mentorship and network that's on offer for the next.
Discover Atelier100
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Tips and tools to become better at life and work.
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How to drop your prices
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While many businesses have increased their prices in line with spiraling costs, some are decreasing them to stay within customers' shrinking budgets. Dropping prices can be a great way to resuscitate sales and make you think creatively about your products. However, getting it right is crucial, otherwise the drop could eat into your bottom line. We spoke to three brands that took three different approaches to decreasing their prices.
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Penetration pricing
Sustainability-focused sportswear brand Presca has pivoted its business away from high-tech (and high-end) cycling vests toward T-shirts and accessories that act as an entry point into the brand. ‘We've moved the bulk of our focus to creating attractive variations of the lower-cost garments that we know sell well,’ says Lily Rice, creative director. ‘We hope that this will continue to be an access point for many of our customers, who can then choose to also purchase our more finessed pieces.’ This is an example of penetration pricing, where a business reduces the price of a new item to break into the market.
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Value pricing
Polina Karbanova, founder of craft sewing store Good Fabric, reduced her prices by 20% because trade had slowed down so much as a result of the cost of living (as well as summer holidays distracting customers from sewing). ‘I definitely got a lot of orders. It was as predicted and it got me out of the red,’ she says, ‘I feel like, at this point, if lower prices and reducing margins means not drowning in invoices, then I'll take it.’ This type of value-pricing strategy focuses on how your customers value your offering, with external factors (eg, a potential recession) in mind.
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Bundle pricing
Bundling means selling two (or more) products at a lower price than when bought separately. Restaurant chain Pizza Punks thought that the UK government wasn't doing enough to help people fight the rise in the cost of living, so it decided to roll out some ‘inflation-busting’ deals for its customers. These include bottomless brunch for £31.50 and Cheap Date Monday, where diners can get two pizzas and two beers for £22. ‘With people going out less, we're trying to add more value for customers when they do, while also protecting our margins,’ says Brad Stevens, founder of Pizza Punks. ‘The results have been phenomenal.’
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Want more tips and tools on working effectively and living smarter?
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Other great stuff we loved this week.
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