Day of Week: We Need to Change the Way We Think About Food
— The food on our table tells a story. Someone has grown it, someone has transported it, and someone has prepared it. Food comes from a place — and that place carries an important story.
That’s how Siv Kristiansen, CEO of Day of Week, puts it. Her company is developing a system that many want — but that doesn’t quite exist yet. A system built around local food, connecting chefs, hotels, producers, and consumers. In short, they want to make it easy to access locally produced food — and make collaboration between the different players much smoother.
— The challenge lies in the value chains and how the system is structured. The purchasing models are centralized and price-based. Large volumes pay off. Naturally, it’s difficult for a local farmer — who may not have enough to supply an entire region or the whole country — to compete with big distributors who can, Siv explains.
Photo: Siv Kristiansen, CEO at Day of Week
Day of Week isn’t just delivering new services — they’re creating systemic change. If we want to strengthen local food production and increase meal tourism, the system must change — from the bottom up. And Siv and her team are well on their way.
— Day of Week doesn’t just see one solution; they see the whole picture — and that’s a huge strength, says Gunnar Crawford, Cluster Manager for Agritech, and adds:
— They bring the idea, the technology, the drive, and the passion — and we help them channel the right forces at the right time and place.
A System and a Tool Tailored to the Local
Today’s food system is built for central distribution and the lowest possible price. That makes it efficient for large volumes — but also anonymous. Producers disappear behind corporate structures, and we as consumers lose our connection to the local. Day of Week wants to bridge that gap.
— We’re building a system that makes it possible to highlight local qualities and producers — without losing scalability, says Siv.
The system and services developed by Day of Week adapt to user needs — whether you’re a chef at a boutique hotel, a producer with seasonal goods, or a restaurant owner looking for new menus and concepts. Through data-driven solutions and AI, they’re building a flexible tool that reflects local needs and markets — instead of forcing users into predefined structures.
When local producers and restaurants are connected within a shared ecosystem, a living assortment emerges — full of diverse ingredients, expressions, and stories.
— This forms the foundation for a new kind of meal tourism — where local stories and qualities take center stage, Siv says. Our first goal is to create a sustainable food system in the Nordics, where technology amplifies the human and the local — not replaces it. That allows for a living product range with unique stories and locally rooted food tourism.
Photo: The CEO’s daughters have been involved in Day of Week from the very beginning.
Chefs are key players — ambassadors for Norwegian food culture and brand-builders for the producers. They carry the storytelling when the food is served on the plate.
— Meal tourism is a key part of Norway’s travel strategy. To strengthen it, hotels and restaurants need a system that gives them market insights into the potential of meal tourism — matched with their own profile and local potential for developing marketable dining concepts. And chefs need a tool that gives them access to local ingredients and helps them develop local menus with storytelling — to create holistic experiences based on place, season, and produce. That’s exactly what our system helps them do — making collaboration and delivery simpler, says Siv.
The system also opens new doors to local markets for producers. They’re not just suppliers — they become part of an experience.
— Hotels and chefs can connect directly to the flow of ingredients and producers — letting stories and flavors shape their offerings. This also gives producers more influence over the final product, strengthening their brand and income potential, Siv concludes.
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