Danish Crown is unpacking the tents, polishing the woks and preparing for next season’s kitchen caravans which travel round to cattle shows, food fairs and the occasional festival.

The smell of lemon, parsley and fresh vegetables will fill the air when we invite Danes inside our tents to cook and taste pork, veal and beef, says Kirsten Meisner, project coordinator from Danish Crown at the start of the cattle market season.

She says that Danish Crown’s members are good at strengthening customer relations, deciding to use a working day to act as ambassadors for the Group.

To be able to tell visitors about the dishes and Danish Crown in general, a number of members have just been to a kick-off meeting to learn something about frying techniques. However, they also need to be able to discuss everything from animal welfare to the company’s overall strategies, says Kirsten Meisner.

This is the third year that the interactive kitchen is taking to the road to illustrate that ‘It’s all about food’. And it’s used for everything from events on dusty Jutland meadows to serving green sausages at the University of Copenhagen. And a lot else besides...