Aarhus was buzzing with excitement as the first-ever Plant Food Festival in Jutland brought together food enthusiasts, industry experts, and sustainability advocates in Savvaerket Event ApS in Aarhus on 18th – 19th January 2025. Organised by Dansk Vegetarisk Forening (DVF) – Vegetarian Society of Denmark with support from The Danish Plant-Based Food Grant, Organic Plant Protein A/S, and Plant2Food, the event aimed to inspire both individuals and professionals. More than just a food fair, the festival marked a shift in Denmark’s food culture, highlighting plant-based eating as a growing movement.
My trip was full of fun and tasty food sponsored by Iben Østergaard Fog from Food Reformers, Kolding. I had the privilege of attending this vibrant event, which was fueled by the growing curiosity about plant-based foods in Denmark. As a lifelong vegetarian who has never tasted eggs, I felt immense pride seeing the growing interest in plant-based living and the energy of exhibitors with their innovative products.
Traditionally, Denmark has been known for its meat-centric cuisine, with dishes like pork roast and meatballs being staples in Danish households. This cultural preference has often made plant-based diets seem unconventional. However, recent years have seen a significant shift. The Aarhus Plant Food Festival exemplifies this change, highlighting the country’s growing interest in sustainable and plant-based eating. The festival’s success reflects Denmark’s evolving attitudes, as more people embrace plant-based options for health and environmental reasons.
Denmark’s national commitment to a sustainable food system is clearly reflected in its recently launched Action Plan for Plant-Based Foods in October ’23. Developed by the Ministry of Food, Agriculture and Fisheries in collaboration with institutions, industrialists, and food-chain experts, the plan aims to reduce agriculture’s climate footprint and spur a shift toward plant-based diets. It sets ambitious objectives—from strengthening the entire plant-based value chain and boosting domestic sales to expanding global exports and fostering research and innovation through strategic public-private partnerships. A key component is the Plant-Based Food Grant, which has already attracted remarkable interest with funding applications surpassing 300 million kroner. Events like the Aarhus Plant Food Festival are a vibrant, on-the-ground manifestation of this broader strategy, showcasing how innovative products and enthusiastic consumer engagement are transforming Danish dietary practices. Together, these initiatives signal that Denmark is not only reimagining its agricultural future but also setting a global example for sustainable, climate-friendly food systems.
Exceeding Expectations: A Festival That Made History
The festival exceeded expectations, attracting over 3,000 visitors. The atmosphere was electric from the moment I entered:
✔ A lively marketplace featuring gourmet plant-based dishes and high-protein meat alternatives.
✔ Expert-led discussions on plant-based nutrition, sustainability, and policy changes for a greener future.
✔ Live cooking demonstrations showcasing the versatility of plant-based ingredients.
Breaking Myths of Plant-Based Nutrition: Conversations That Matter
The event tackled common misconceptions about plant-based diets, such as protein intake, affordability, and nutritional value. Key discussions included:
🍽️ The Green Food Dilemma—exploring the challenges as opportunities of daily plant-based living.
🥗 How to Get Enough Protein on a Plant-Based Diet—Experts highlighted plant-based protein sources like legumes, quinoa, and nuts.
🏋️♂️ The Green Fitness Revolution—Athletes shared how plant-based nutrition supports endurance and strength.
🛠️ Food Policy & Future—A debate on why state subsidies still favor the meat and dairy industries. MPs, researchers, chefs, and sustainability advocates, provided thought-provoking insights into the future of plant-based eating in Denmark.
📉 Are Plant-Based Products in Trouble?—Industry leaders explored ways to combat skepticism toward plant-based foods.
🏆 Award Ceremony— NATURLI’ Foods A/S was honoured with the Best Plant-Based Product of the Year award for its commitment to sustainability, innovation, and taste.
🌍 Around the World with Martin Keller —Shared An inspiration journey from the villages in India with a demonstration of a simple Indian dish while singing.
My friend Iveta Nejedlá is not vegetarian or vegan and she thought that the festival would make her bored but she was particularly surprised by how closely plant-based products replicated the taste and texture of traditional animal-based foods like salmon, shrimp, caviar, chicken, cheese, and sausages. After trying them, she said, “People refuse to go fully vegan because they miss the taste of animal products. But after this, I don’t think that excuse holds up anymore—these alternatives taste just like the real thing!”
She was also amazed by the creativity behind these products, from unexpected yet delicious flavor combinations to the effort put into making plant-based food exciting. “It’s incredible how much thought and innovation goes into these alternatives. You can really taste the passion and creativity of the people making them,” she added.
Inspiring conversations: Jakob Schmidt from True Company, Copenhagen
Among the many inspiring conversations I had at the festival, one that stood out was with Jakob Schmidt, Head of Marketing at True Co.., He offered insights on their innovative plant-based snacks—including True Gum, True Mints, and True Dates—which are 100% vegan, contain no artificial additives, and are coated with natural flavours.
Jakob reflected on Denmark’s evolving perception of greener foods, noting that seven years ago-reaching the Danish vegan audience was far more challenging. “But today, more and more people are incorporating plant-based meals into their diets,” he noted. “I wouldn’t say there are necessarily more vegans now, but there is a growing interest.” Interestingly, Jakob is not strictly vegan but follows a predominantly plant-based diet. “I could easily switch to being vegan, but I really love fish,” he admitted. “I don’t eat much meat, but fish is something I still enjoy.”
The True Dates team was thrilled by the festival’s turnout. He expressed surprise at the crowd: “I estimate around 2,000 attendees today, and I expect the same tomorrow. It’s incredible!” This was the first time in Jutland for True Dates, and Jakob confirmed that they had not previously participated in events in this region. However, he shared that they are looking forward to joining similar festivals in the future.
A Bright Future for Plant-Based Eating in Denmark
Leaving the festival, I reflected on my own journey. Growing up vegetarian, I’ve faced skepticism about my diet, but this event reaffirmed a powerful truth: plant-based eating is not about restriction—it’s about abundance, creativity, and sustainability. Denmark is embracing this revolution.
The Plant Food Festival proved that Denmark is ready for change and such success is an indication, that the future of food is thriving. Mie Nordly, DVF’s Business Manager, shared, “The support and atmosphere exceeded our expectations. We couldn’t have asked for a better event.” With overwhelmingly positive feedback from both attendees and exhibitors, the event was a resounding success.
Looking ahead, DVF is set to exciting with the Copenhagen festival on November 1-2, 2025, at Øksnehallen, continuing to inspire the transition toward greener food choices. 🌱✨
Read more: Vegetarisk.dk
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