Within the chef trade, many have worked tirelessly for years trying to establish a culinary tradition reflective of one very simple fact: good ecology equals better flavour. In spite of this standard tenet of basic cooking wisdom, recent times have seen the global food system heading towards increasingly unsustainable production, diminishing animal and plant biodiversity and deteriorating environmental and climate conditions across the world.
Therefore, chefs today have a new opportunity – and perhaps even an obligation – to inform the public about what is good to eat, and why. This means that we ourselves also need to learn much more about issues that are critical to our world: culinary history, native flora, the relationship between food and food supply systems, sustainability and the social significance of how we eat. The message is simple: delicious food can save the planet.
MAD is a platform that recognises that the role of the chef is evolving and developing into a position of influence – one that impacts the manner in which people and food professionals consume and connect with food. Such responsibility requires education, an elevation of awareness and social maturity and MAD is set up to accelerate and harness this new potential for positive change across the food industry and beyond.