The target audience for the show are young men who have just left home. They often live by ready meals and junk food, so we wanted to show them, in a fun and unpretentious manner where our food really comes from. This resulted in the idea of showing food in the process back from table to farm. And combined with a lot of Rock'n'Roll, we ended up with this.

The concept for the TV show is made by Kenneth Bisgaard at The Graphic Arts Institute of Denmark.


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