The third MAD, which took place on 25 and 26 August 2013, was dedicated to guts. With this theme, we intended to invoke a sense of courage and urgency in our speakers, enabling MAD4 to become a venue where we could reflect on the stories and ideas that no one usually dares or gets an opportunity to tell. We wanted the audience to consider its myriad of meanings – literal and metaphorical – as well as its implications for both our professions and our lives. Since we were asking for guts, we wanted to be gutsy ourselves and try something new. Therefore, we invited onboard David Chang of Momofuku & McSweeney’s Lucky Peach to co-curate this edition.
The MADFEED is the voice of the team at MAD and the community behind it.
Through this community blog we keep you current with all that is happening at MADHQ, whilst highlighting on issues within food that we consider relevant and important to discuss. Furthermore, we throw our own spotlight on individuals we think are interesting, forward-thinking and doing their part to affect positive change around them. Read more
During the initial MAD Symposium, we delved into the theme of vegetation. For the second, we turned our attention from the natural world onto the internal one – from the world of plants onto the person. Appetite connects the outer world with our inner needs. Appetite keeps us curious, it compels us to explore the world with our senses: our ability to taste, touch, smell, see and to think. As chefs, we work and live through appetite – it is our natural habitat. Knowing the techniques of our craft, the science of cooking or the seasons of produce is of course valuable, but we aimed to deepen our understanding even further. We wanted investigate the intuition that drives our everyday routine and inspires creativity – that is essential to producing a fundamentally good meal.
The theme chosen for the inaugural edition of MAD was vegetation. Whilst an homage to quality, seasons, nature and knowledge, we sought, through improving literacy in ecology and studying food through an interdisciplinary approach, to increase our industry’s general awareness. Over the two days, we wanted to better understand about how the food we choose to cook can make us more mature chefs; how we could affect agriculture for the better – and which environmental concerns make it vital that we do so? We hoped to learn the implications of foraging and how we could reconnect people with the origin of ingredients.