Earth & Science

New Documentary to Investigate Danish Food Industry

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Mad A/S. The title of a new Danish documentary is inspired by the American documentary, Food Inc. (2008), that sought to expose the powers wielded on U.S. farmers by food company behemoths such as Monsanto, Tyson Foods and Smithfield Foods.

Now, with Mad A/S, Danes will get a chance to see if a similar critique can be brought to the Danish agricultural scene.

While still in its developmental phase, Mad A/S looks like it could turn out to become an important and relevant film. When I first heard of the movie, I was worried that it would become yet another activist flick — uncritically confirming existing prejudices. But this doesn’t appear to be the ambition — far from it. Instead, it seems the premise should read something like this:

There are a ton of opinions and beliefs out there about the food we eat and the ones who produce it. And sometimes we get carried away by our emotions. But what kinds of documentation can we actually find and how does the food industry view the situation?
– (paraphrase based on Mad A/S’s informational material.) 

You can read more about the movie here (link in Dan.) And, if you feel like supporting the initiative, you can spread the word on Facebook and Twitter (#Madas).

Another interesting thing about Mad A/S is that it will be funded largely via micro-contributions — from bottom and up. This means the movie won’t happen unless its viewers want it to (more or less). And, I believe, it could create a strong communal base that will later go on to support the educational efforts that are intended to follow the movie as well as the public debate it’s meant to spur.

Mad A/S will be distributed free-of-charge to Danish primary schools for educational purposes and if more people have a personal asset in the movie, then maybe the following debates and educational efforts will inherit some muscle and heart and represent the demographics of Danes more than just producers or activists.

That would be very food 2.0.

I will try to get an interview with the film’s producer, Christina Kirstinesgaard, to post here on Earth & Science.


Written by Earth & Science

April 26, 2011 at 9:03 am

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