From farm to fame: professionalizing local food entrepreneurs through participation in a food contest

Abstract This case study examines the role of food contests in professionalizing local food entrepreneurs in Norway, using Det Norske Måltid (DNM), a prestigious national food competition. It investigates how participation influences product development, market exposure, and entrepreneurial learning. Despite the growing importance of food contests for learning and validation, limited empirical research has examined their function in supporting micro-entrepreneurs in rural and local food contexts. A mixed-methods approach combined a survey of 105 DNM participants with interviews of ten finalists and winners, complemented by observations of jury meetings. The findings show that participants primarily sought professional product evaluation but also reported outcomes related to product development, market development, and entrepreneurial growth. Participation was associated with greater awareness of packaging, storytelling, product quality, brand visibility, networking, and professional legitimacy. These outcomes were more pronounced among experienced participants and winners, but should be interpreted as perceived and reported outcomes rather than direct causal effects. The study contributes to understanding food contests as structured arenas for expert feedback, benchmarking, validation, and entrepreneurial learning, while highlighting the need for consumer visibility, follow-up support, and institutional engagement.