Tag Archives: Food Design

World’s best chef inspires passion for food design in Cape Town!

Two-star Michelin noma restaurant in Copenhagen has been named the top in the San Pellegrino World’s 50 Best Restaurant Awards for two years running. Its founder and chef René Redzepi paid a literal flying visit to Cape Town last week, addressing the Design Indaba conference. It appears that he spent little time in Cape Town and did not connect with local chefs. Delegates that were lucky enough to hear his address were impressed with his passion for food design. ‘Design and food go hand in hand’, he said.

Chef René believes that the food should be served by the chefs who created it, making this the focus of noma, and the interior design is of lesser importance, being simple, reflecting the ‘essential simplicity’ and ‘purity’ of the ‘Nordic gourmet cuisine’ which they serve. His 20-course Tasting Menu costs R2000 a head, and one can expect to eat celeriac and unripe sloe berry, white currant and douglas-fir; dried scallops and beech nuts, biodynamic grains and watercress; pickled vegetables and bone marrow; wild duck and beets, beech and malt; and pike perch and cabbages with gooseberry juice.

Chefs are not as important as the farmers who supply the ‘freshly foraged ingredients’, allowing the kitchen team to create original dishes, he said. His stage prop for the talk was a dead duck, and he asked what ‘was the last image flying through its head’. A chef’s challenge is to create food for now, ‘projecting time on a plate‘. His challenge is to create new flavours, a team effort incorporating the food growers, those that cook the food, and those that present it on the plate.

Last year Chef René organised a MAD Food Camp, and the only South African to attend was Cape Town blogger and urban farmer Matt Allison.  He shared his experience with the Food & Wine Bloggers’ Club. Through the Food Camp, noma demonstrated its international leadership in food usage in restaurants, and highlighted to the chefs attending that the more one understands about the history of food and its culture, as well as of the latest food science, the better one will cook.  These views were not only shared with the 250 food lovers selected by Chef René to attend the Food Camp, but with his 25000 Twitter followers too.  Chef René is an active Tweeter, sharing many photographs of his beautifully presented dishes.  He did not Tweet about Cape Town or its restaurants and chefs, only writing about his presentation: “I spoke to a crowd of 3000+ people for the first time today. Thank you South Africans for taking my virginity gently”.

The noma website confirms that this restaurant has left behind foie gras, olive oil, black olives, and sundried tomatoes, focusing instead on the ‘revival of Nordic cuisine’, representing fine produce and the food heritage of the Scandinavian countries, with seasonal and regional foods. So, for example, they have sourced skyr curd and halibut from Iceland; as well as musk ox, berries and water from Greenland.  Not only expensive ingredients are sourced, but also ‘disregarded, modest ingredients such as grains and pulses’, served in unusual form.  Chef René and his team use the base of their culinary heritage to create something brand new.  They experiment with interesting uses of milk and cream, and forage herbs and berries that others wouldn’t bother with, and which are not commercially available.  They salt, smoke, pickle, dry, and grill all their own foods, make their own vinegars, and even an Eaux de Vie, a brandy made from fermented fruit juice.  State-of-the-art kitchen appliances and techniques are used. Instead of cooking with wine, noma uses beers and ales, fruit juices, and fruit vinegars to create freshness and flavour in its dishes. ‘Greens take up more room on the plate than is common at gourmet restaurants’.   Interesting is that noma’s 40-page wine list is classic in predominantly featuring wines from France, Germany and Italy. No South African or New World wines are listed.

Chef René said in an interview that it would be time for him to get out of the restaurant if he could not ‘reboot’, or see things with a new light, or with a breathe of fresh air. He is filled with inspiration, and focused in developing ‘the flavour’. His life ambition is not to make profit, but to keep searching, learning, and teaching.

Ferran Adriá, the owner of the previous top World’s 50 Best Restaurant Awards El Bulli, which closed down in July last year, addressed the Design Indaba conference in 2009, at the height of his Modernist Cuisine culinary reign.

Chris von Ulmenstein, Whale Cottage Portfolio: www.whalecottage.com Twitter:@WhaleCottage

USA Design Queen Stewart flops at Design Indaba in Cape Town

What was Ravi Naidoo, owner of Interactive Africa and ‘Mr Cool’, who boasts FIFA as a client, and organiser of 13 Design Indaba’s to date, thinking when he decided to put Martha Stewart on the programme for the 2010 Design Indaba, which ended this weekend?

Billing Stewart as the lead Design Indaba speaker on its website, Stewart was described as speaking about “Food Design” at the Conference part of the Design Indaba, about “the creative principles and practical ideas that have made her America’s most trusted guide to stylish living.  Millions of consumers rely on Martha Stewart as their arbiter of style and taste and their guide to all aspects of everyday living – from cooking and entertaining to decorating and gardening, and much more”.  Stewart’s profession is stated as : entrepreneur, TV host and author.  

None of these “credentials” would have necessarily made Stewart eligible as a speaker at a conference addressed and attended by the world’s top designers.  So what went wrong? Firstly, through Twitter, one could track Stewart’s movements around the country, from the time she left New York on SAA, praising the airline highly (sponsored ticket?), she was met in Johannesburg and taken on a safari to Singita (sponsored?), and then arrived in Cape Town, where she stayed at the One & Only Cape Town (sponsored?).  Stewart’s talk was mid-morning on day three.  From her Tweets, it was clear that she had made no effort to attend any of the other talks on the first two days, choosing rather to go sightseeing and winetasting, but here her brand endorsements stopped.   It is the owners of the wine estates (which included Warwick and Graham Beck) that made one aware of her stops there on Twitter.  She did Tweet about her lunch at Waterkloof, mistakenly referring to it being in Stellenbosch!  Given that she has close to 2 million followers on Twitter, this would have had a good marketing benefit for the Cape.

At Design Indaba, the conference organisers as well as bizcommunity.com, were Tweeting from the conference.   Here is the take on Martha Stewart’s talk by Louise Marsland, ex-editor of and writer for bizcommunity.com and editor of AdVantage magazine, who Twittered the whole Conference every few seconds:

‘The always spectacular Design Indaba will this year be remembered, not only for the fabulous speakers such as Harry Pearce, Bruce Nussbaum, Priyush Pandey, Stefan Bucher, Mokena Makeke, etc, but for the worst presentation it’s (sic) ever hosted – by famous ‘homemaker’ Martha Stewart. Who will also now be credited with launching the first local “twitcom”. [view twitterfall)   Delivering a presentation more suited to the Krugersdorp Vrouefederasie or the Belville (sic) Housewives Scrapbooking Circle, she managed to inspire a mass walkout in both auditoriums – practically unheard of in the history of Design Indaba, which is the industry’s premier conference and expo showcase in the creative industries and an inspiration destination annually.  And so we get another twiord (twitter word): she was ‘twitter slapped’ (twitapped?) by the twitterverse. Twerrible.  The complaints centred around that fact that she used her presentation as a sales pitch (given how she is about to launch her ‘Martha Stewart’s Cupcakes’ in South Africa) and spoke to these highly creative and key delegates with a lack of awareness that was astounding. With the likes of local agency heads and creative directors and world-renowned designers and architects in the audience, you don’t talk about doing ‘glitter by numbers’ pictures and show 29 pictures of yourself holding various farm life (unless that’s part of your creative installation!). The laughter was cringe worthy indeed. The result was a walkout.  Basically she was boring and out of touch and self-promotional. Everything that Design Indaba is not. Design Indaba is about collaboration, sustainability, social entrepreneurship, less conspicuous consumption and looking towards redesigning a new world where product has less impact on the environment. General opinion was summed up by the biting comment of MC Michael Bierut as Stewart left the stage: “Dr Craig Venter is to the human genome as Martha Stewart is to paint chips.” Ouch!The subtle quips continued through subsequent speakers in the afternoon on Friday with references to the ‘millions’ to be made out of design (not) and pleas for people not to put gold glitter on their food, or anything else for that matter. Speakers following her were thanked profusely for “showing us what Design Indaba is all about” by Bierut. Groans and laughter greeted each aside.  Delegates who walked out gathered around Bizcommunity.com’s live ‘twitterfall’ screen outside the main auditorium which live-fed the deluge of tweets to delegates. “It was hysterical,” said one executive creative director of a leading SA ad agency. “The tweets were hugely entertaining, much more so than her speech!”  Another creative director pointed out that the real story was how fantastically social media worked in this case. “People didn’t like her… so they said so. That’s the real story. Brilliant.”   Delegates and journalists attending didn’t pull any punches, with scathing references to her ‘lack of a glittering performance’ and the fact that she could write a book on ‘How to clear a room’, rather.’

Interestingly Design Indaba, which ran its own Twitter feed, did not Tweet about Stewart after she arrived in the country, almost as if they could see a problem coming.   Every other speaker’s content was Tweeted about by them.  There was a deathly silence surrounding Martha Stewart on @designindaba and Naidoo has not been seen to make any statements in the newspapers that have run prominent stories on this flop (Sunday Times, Weekend Argus)!

Yesterday Stewart addressed a less distinguished audience, who paid R 250 to attend a breakfast session sponsored by Woolworths.   From the blog and Twitter feedback it appears that Stewart used the same talk, but attendees had lowered their expectations, given the feedback about her talk the previous day.   Some comments seemed self-justifying, others remained critical: read Cape Town News Blog’s report here.

Stewart appeared unaffected by the furore, happily continuing her Tweeting about beautiful Cape Town and hoping that she could get up Table Mountain, after the gale force southeaster winds had prevented her from accessing this design icon of the city.  In fairness to her, she did not make any negative comments on Twitter about her visit to South Africa, and was gracious to her hosts and sponsors in acknowledging them, the main ones at least!

Martha Stewart’s visit to Cape Town will be remembered for all the wrong reasons.

Chris von Ulmenstein, Whale Cottage Portfolio: www.whalecottage.com