How did you come up with the idea to create Food Studio?
You know how it is with your ideas of what you will do with your life. For, me it hasn’t been a clear path at all. So much of it has been coincidence. But looking back now, in a strange way it really looks like there was this plan behind it all because the path is now really clear. 2011 was a year that changed a lot for me. I had worked for 5 years in the commercial food industry. It was just a small team, with 5 founders. We could experiment a lot with trying to deliver healthy and high-quality alternatives. But then they were bought by the biggest monopoly in the Norwegian food system. Of course, in every giant corporation there are a lot of good people who honestly try to make a difference, but you are just blocked by the system. Every decision was based on price and volume. And my decisions were always about quality and what’s good for you.
So I ended up traveling to Buenos Aires. It was the first time in my life that I just bought a ticket without knowing anyone and without having a plan. My goal, when I was there, was to write a business plan for my life. It ended up being very far away from what my life is now, but when I look back at what I wrote, I see certain people who influenced me. One of those people was a photographer in Buenos Aires who had created this super vibrant community of fascinating people. And she financed everything through renting out rooms in her apartment and putting on events at her gallery. This ended up being very close to what I have created here in Oslo: the community, the collective, the people. And every time that I haven’t gotten enough commercial projects for Food Studio, that make sense for us, I have rented out my apartment just like her.