Gustav Johansson

Gustav Johansson is the founder of Jävligt Gott, Sweden’s largest platform for plant-based food, and co-founder of Foodbeat, a new initiative helping major buyers identify and scale sustainable food solutions. For over a decade, Gustav has grown Jävligt Gott from a blog into a leading voice shaping how Sweden cooks, eats, and talks about plant-based food — with recipe development, education, and advocacy at its core. He has also been part of the team behind ChouChou, a Stockholm restaurant known for its ambitious plant-based menu and culinary innovation. As an entrepreneur, educator, and outspoken advocate for a smarter food system, Gustav collaborates with brands, public institutions, and chefs to make sustainable eating both appealing and achievable. His lectures combine practical insights with strategic perspectives on food culture, sustainability, and behavior change.