PSA: Eat A Swede

The Big Little Lies and True Blood actor appears in the satirical Eat a Swede film which aims to spark debate and discussion about sustainability and feeding the world's growing population, which is expected to increase from 7.8bn to 10bn by 2050. Campaigners believe extensive and urgent changes in food production are required if we want to meet food needs while protecting the Earth's resources. The sinister fiction follows Erik Karlsson, a Swedish entrepreneur and scientist, who believes the best protein for humans would be made with flesh grown from cells of the blue-eyed Stockholm-born heart throb Alexander Skarsgard.
Agency: McCann

In his clumsy but determined attempts to launch ‘Swedes’ as the new meat, we see shock, confusion and revulsion from focus groups and investors alike when they TRY what they believe to be human lab-grown meat. The climax of the film sees Karlsson ring Skarsgard to suggest cultivating his flesh for consumers to enjoy. After admitting that he is “prime meat” and initially suggesting $100 million for some of his “fresh cells”, Skarsgard shrugs it off as a joke but agrees to call back for more information. The final moments of the documentary style film direct the viewer to the site eataswede.com. Eat a Swede was created by The Swedish Food Federation to highlight an urgent global challenge: how do we produce food for an additional 2000 million people without wrecking the planet? And while we’re not ready to eat ‘human’ lab-grown meat just yet, the Federation, which represents 800 food and drink companies in Sweden, say there are other, more conventional ways that we can make enough high quality, nutritious food for everyone in a sustainable fashion. On eataswede.com, The Federation gives concrete examples of how well-known Swedish food companies such as Arla and The Absolut Company are well on their way to making the shift to sustainable production. The site also lists facts about Swedish food production, including that they have the lowest use of antibiotics in the EU, that the energy they use is 99 percent fossil free and that they have reduced industrial food waste down to only 3 percent.