‘Simple quality in the shape of a pie’

Proper Pies is striking a blow for higher food quality in Denmark – my heart beats for local, organic and free range production, also when we are on-the-go.


Proper Pies brings deep taste and love for everyday food back to us – as a nice and warm lunch, or as a convenient evening meal.


My goal is to open up the first Proper Pie shop in Copenhagen by October ’14, where I also begin catering lunch for offices.


I am currently looking for passionate suppliers, sales channels and business partners – who share my passion for lifting the general denominator of food quality in Denmark.


Professionally, what are the most important things you have learned, as a result of carrying out this project?

‘Branding is what can differentiate a food concept today’ – In a highly competitive market, such as the food industry, a proper branding process becomes essential for the survival of the concept.


‘Quality as the new norm’ – We are accustomed to compromising our values when we buy food on-the-go today, and are currently missing the better choice.


What are the most important things that you have learned, about yourself, as a result of carrying out this project?

‘I am a creator’ – I thrive and become highly creative when I get to build up brands and concepts, which both show financial viability and work from a healthy value base.


‘I like people’ – I work very organized, goal oriented and efficiently on my own, but flourish and learn more when I work alongside or leading a motivated team.



foto 4 foto 5-1 foto 5 me behind the counter pie