Interview: Nordic Chefs.
Two food enthusiasts have created a global gastronomic success with Nordic Chefs. From Instagram to collaborations with Michelin-starred restaurants- read their inspiring journey here!
Nordic Chefs is created by Nicolai Damgaard, CEO, and Thomas Axelsen, COO, two food lovers with a special passion for gourmet cuisine. They met while working as colleagues in their previous jobs.
Foodie with a First-Mover Advantage
Today, Nordic Chefs' Instagram profile has over 300,000 followers
"We entered at the right time. Today, it’s much harder to achieve the same on Instagram, both due to the intense competition and the changing algorithms. Back then, there weren't as many people on the platform, similar to the TikTok wave. Our success lies in the quality and in the fact that renowned chefs from around the world follow us. The Nordic wave in gastronomy shows just how skilled we are in the North," Nicolai Damgaard, Nordic Chefs.
Nordic Chefs: A Cultural Culinary Force
Nordic Chefs is just one of five major Instagram accounts that promote and showcase everything happening in the culinary world. In addition to sharing exciting food content, Nordic Chefs offers a range of products specifically designed for chefs.
From Idea to Design: Our Own Product Line
"It was a natural step for us to develop our own products that we could stand behind. Through our collaboration with chefs, we started developing products like our food tweezers, which have become very popular. Next, we created our own knife series, which is now sold in retail stores across the Nordics, and we are working to expand to more countries," Nicolai Damgaard, Nordic Chefs.
One of their newest products is their own tartlet irons in various shapes, which have also generated great interest. "I've always wanted such an iron, but the existing ones on the market lacked quality. That's why we chose to produce our own in high quality," Nicolai Damgaard, Nordic Chefs.
Shark Tank: The Courage to Try
Nicolai and Thomas participated in Season 8, Episode 9 of Shark Tank. "We knew it was a bit early for our kitchen knives since they weren't yet in physical stores. Our case was that Nordic Chefs had a large, untapped potential," Nicolai Damgaard, Nordic Chefs.
They were featured for only 9 minutes out of an hour and a half in front of the sharks. Although they didn't receive an investment, they took the feedback from the sharks to heart and are now focusing on developing their own products.
Michelin Collaborations and Global Recognition
"We have collaborated with several Michelin-starred restaurants and have managed the social media for Restaurant Jordnær since it opened in 2017. Additionally, we work with Søllerød Kro and the world's best chef, Brian Mark Hansen," Nicolai Damgaard, Nordic Chefs.
Even Gordon Ramsay follows them on Instagram and has commented on some of their posts. "It's pretty wild to get that kind of attention," says Nicolai with a big smile.
Impactful Content: Nordic Chefs' Strategy
Since going full-time with Nordic Chefs, they have had the opportunity to create even more quality content in collaboration with restaurants. "We visit restaurants like Søllerød Kro and film cooking videos while promoting them on their and our own media," Nicolai Damgaard, Nordic Chefs. In just three months, Søllerød Kro was seen by 50 million people- 30 million of whom came through Nordic Chefs' channels.
From Insurance Agent to Food Entrepreneur
After seven years in the insurance industry, Nicolai quit his job to become a full-time entrepreneur with Nordic Chefs, which initially started as a hobby project. "My girlfriend cried tears of joy because I could now focus on just one job," Nicolai Damgaard, Nordic Chefs.
Nicolai and Thomas complement each other well. Nicolai is the impulsive idea guy, while Thomas is more cautious and serves as the necessary "brake." This dynamic creates balance in their partnership.
The Future of Nordic Chefs: Passion and Innovation
"The driving force behind our success is our passion for gastronomy and our willingness to constantly learn and improve. We are always looking for new opportunities and continually adding more products and partnerships," Nicolai Damgaard, Nordic Chefs.
Thank you for the conversation, Nicolai. We are proud to call you our partner.
Team pensopay.
