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Vision, mission and values


Our mission is to make the plant-based lifestyle more mainstream.


The vision is that the Danish food culture must be plant-based and rich in vegetables.


We work based on our knowledge that plant-based food is both healthy and sustainable. We want to turn up the vegetables in Danish homes, and we believe that plant-based food is the future. We want to show that we can easily get good traditional dishes, just made with lots of vegetables for the health of the Danes and the planet.