Serviette #4

Serviette is a magazine about food, but not just about the food we eat. It’s about the themes, ideas, conversations and connectivity around the cycle of our food; the language, culture and transformative possibilities of the future of our food; the journey it takes from seed to stomach, and all of the people who helped it along its way. Its mission is to create meaningful, purpose-driven content that drives a more interconnected, circular world of hospitality.

The new Toronto-based publication shows once and for all that branded magazines can be done well – so well that you might not realise it’s brand-led at all

Food is Absurd

In Issue 04, Serviette are exploring the ways food can be absurd, in all the joyful, incredible, and bizarre connotations of that word. 

They meet Ireland’s duelling potato chip mascots, separated by a border but not a name. They discover why there’s serious cash to be made in stolen cheese and why lab-grown meat won’t be the solution to our climate woes.

We learn about one cranky man’s futile attempt to cancel pasta (in Italy!) and about the unexpected cake skills of Heather O’Neill’s tough-guy dad. And on a food crawl through some of L.A.’s finest Chinese restaurants, they manage to stay safe from the dreaded dumpling squirt.