Vegan influencer Gustav Johansson launches plant-based lobby group: ‘We have big problems'
27 okt. 2025
21:07
As the plant-based industry struggles with its image, Gustav Johansson wants to take back control of the narrative.
Europe’s plant-based sector faces major challenges – and entrepreneur Gustav “Jävligt Gott” Johansson is stepping in to shake things up.
Johansson, who runs the country’s most popular vegan food blog Jävligt Gott, has decided to start a new organisation to represent and support plant-based companies in Sweden. Following a call-out earlier this autumn, around 80 companies have already expressed interest.