Gustav Johansson is the founder of Jävligt Gott, Sweden’s largest plant-based food platform, and co-founder of Foodbeat, a new venture helping large buyers source 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 cuisine—spanning recipe development, education, and public advocacy. He previously co-founded and ran the Stockholm restaurant ChouChou, known for its ambitious plant-based menu and culinary innovation.
As an entrepreneur, educator, and outspoken advocate for a smarter food system, Gustav works with brands, public institutions, and chefs to make sustainable eating both desirable and doable. His talks blend practical insights with big-picture strategy on food culture, sustainability, and behavior change.