{"id":48868,"date":"2026-04-13T19:52:01","date_gmt":"2026-04-13T17:52:01","guid":{"rendered":"https:\/\/reformaten.com\/?p=48868"},"modified":"2026-04-13T19:52:01","modified_gmt":"2026-04-13T17:52:01","slug":"johannes-cullberg","status":"publish","type":"post","link":"https:\/\/reformaten.com\/se\/johannes-cullberg\/","title":{"rendered":"Johannes Cullberg"},"content":{"rendered":"\n

Vem \u00e4r du?<\/strong>
Jag heter Johannes Cullberg och \u00e4r h\u00e4lsocoach, entrepren\u00f6r, f\u00f6rfattare och h\u00e4lsoinfluencer med n\u00e4rmare 400 000 f\u00f6ljare p\u00e5 Instagram. I \u00f6ver tio \u00e5r har jag k\u00e4mpat f\u00f6r riktig mat och b\u00e4ttre folkh\u00e4lsa.
Jag grundade matvarukedjan Paradiset med visionen att g\u00f6ra det enkelt att v\u00e4lja n\u00e4rproducerad, ekologisk och naturlig mat. Jag har ocks\u00e5 skrivit tv\u00e5 b\u00f6cker om hur ultraprocessad mat skadar b\u00e5de v\u00e5r h\u00e4lsa och v\u00e5r planet.
I dag anv\u00e4nder jag mina plattformar f\u00f6r att utbilda och folkbilda kring mat, h\u00e4lsa och v\u00e5rt matsystem. F\u00f6r mig handlar mat om n\u00e5got mycket st\u00f6rre \u2013 det handlar om v\u00e5r framtid.<\/p>\n\n\n\n

Vilken \u00e4r din koppling till maten och matsystemet?<\/strong>
Min koppling \u00e4r b\u00e5de professionell och personlig. Jag har arbetat i \u00f6ver ett decennium med att f\u00f6r\u00e4ndra hur vi producerar, s\u00e4ljer och konsumerar mat.
Genom Paradiset f\u00f6rs\u00f6kte jag p\u00e5verka matsystemet i praktiken, och i dag g\u00f6r jag det genom coaching, utbildning, b\u00f6cker och sociala medier. Samtidigt lever jag sj\u00e4lv i samma matsystem som alla andra, vilket g\u00f6r att jag dagligen ser hur sv\u00e5rt det kan vara att g\u00f6ra bra val i en milj\u00f6 som ofta motverkar dem.<\/p>\n\n\n\n

Vilken plats kallar du hemma \u2013 och hur p\u00e5verkar den din relation till mat?<\/strong>
Jag har min bas i Sverige, d\u00e4r vi har fantastiska f\u00f6ruts\u00e4ttningar med natur, rena r\u00e5varor och starka mattraditioner. Samtidigt \u00e4r vi djupt pr\u00e4glade av ett industrialiserat matsystem d\u00e4r ultraprocessad mat blivit norm.
Den kontrasten har gjort mig \u00e4nnu mer \u00f6vertygad om vikten av att \u00e5terknyta till maten som naturen skapat.<\/p>\n\n\n\n

Varf\u00f6r h\u00e5ller du med om att vi befinner oss i ett n\u00f6dl\u00e4ge i matsystemet?<\/strong>
F\u00f6r att vi har byggt ett system som i grunden \u00e4r oh\u00e5llbart. Det driver sjukdom ist\u00e4llet f\u00f6r h\u00e4lsa, f\u00f6rst\u00f6r ekosystem ist\u00e4llet f\u00f6r att st\u00e4rka dem och kopplar bort oss fr\u00e5n det som egentligen ska ge oss liv. Ultraprocessad mat \u00e4r idag en av de st\u00f6rsta drivkrafterna bakom v\u00e5r tids livsstilssjukdomar, samtidigt som jordar utarmas och biologisk m\u00e5ngfald f\u00f6rsvinner. Det h\u00e4r \u00e4r inte enskilda problem \u2013 det \u00e4r ett systemfel.<\/p>\n\n\n\n

M\u00e5la upp ett \u00f6nskv\u00e4rt matsystem<\/strong>
Ett system d\u00e4r maten k\u00e4nns levande. D\u00e4r du k\u00e4nner doften av jord, \u00f6rter och s\u00e4song \u2013 inte fabriker. D\u00e4r smaken \u00e4r rik och naturlig, och d\u00e4r maten verkligen m\u00e4ttar p\u00e5 djupet. D\u00e4r djur behandlas med respekt, d\u00e4r jordarna byggs upp ist\u00e4llet f\u00f6r att brytas ner, och d\u00e4r m\u00e4nniskor k\u00e4nner energi, balans och v\u00e4lm\u00e5ende. Ett system som \u00e4r i samklang med naturen \u2013 inte i konflikt med den.<\/p>\n\n\n\n

Vilka \u00e4r de viktigaste f\u00f6r\u00e4ndringarna som m\u00e5ste ske f\u00f6r att vi ska n\u00e5 dit?<\/strong>
Vi beh\u00f6ver en grundl\u00e4ggande omst\u00e4llning d\u00e4r riktig mat prioriteras framf\u00f6r ultraprocessad. Det handlar om styrmedel, utbildning och transparens.
Vi m\u00e5ste g\u00f6ra det l\u00e4tt att v\u00e4lja mat som naturen skapat \u2013 inte den som designats i fabriker. Samtidigt beh\u00f6ver vi st\u00f6tta lokala producenter och regenerativa jordbrukssystem.<\/p>\n\n\n\n

Vad bidrar du med f\u00f6r att f\u00f6rb\u00e4ttra matsystemet idag?<\/strong>
Jag arbetar med att sprida kunskap och skapa f\u00f6r\u00e4ndring genom coaching, mina b\u00f6cker och mina sociala plattformar, d\u00e4r jag n\u00e5r flera miljoner m\u00e4nniskor varje vecka.
Jag f\u00f6rs\u00f6ker \u00f6ka medvetenheten kring hur maten p\u00e5verkar v\u00e5r h\u00e4lsa och inspirera till konkreta f\u00f6r\u00e4ndringar. Mitt fokus \u00e4r att bidra till b\u00e4ttre folkh\u00e4lsa genom att \u00e5terf\u00f6ra maten till det den \u00e4r t\u00e4nkt att vara: n\u00e5got som bygger oss, inte bryter ner oss.<\/p>\n\n\n\n

Om du kunde vara en nyckelperson f\u00f6r en dag och g\u00f6ra en f\u00f6r\u00e4ndring i matsystemet \u2013 vem skulle det vara och vad skulle du g\u00f6ra?<\/strong>
Jag skulle vilja ha direkt makt \u00f6ver de globala ekonomiska spelreglerna \u2013 d\u00e4r besluten faktiskt tas, bortom politisk retorik. P\u00e5 en dag skulle jag bryta livsmedelsindustrins grepp om matsystemet: f\u00f6rbjuda marknadsf\u00f6ring av ultraprocessad mat till barn, inf\u00f6ra kraftiga skatter p\u00e5 de mest skadliga produkterna och stoppa alla subventioner som driver fram billig, n\u00e4ringsfattig industrimat.<\/p>\n\n\n\n

Samtidigt skulle jag omdirigera kapital i massiv skala till sm\u00e5skaligt, regenerativt jordbruk och bygga system som g\u00f6r riktig mat mer tillg\u00e4nglig \u00e4n skr\u00e4pmat.<\/p>\n\n\n\n

F\u00f6r i grunden handlar det inte om brist p\u00e5 kunskap \u2013 det handlar om makt. Och idag tj\u00e4nar de st\u00f6rsta akt\u00f6rerna pengar p\u00e5 att m\u00e4nniskor blir sjuka och naturen bryts ner. Det \u00e4r det systemet vi m\u00e5ste v\u00e5ga bryta.<\/p>\n\n\n\n

Vilken \u00e4r din st\u00f6rsta k\u00e4lla till hopp n\u00e4r det g\u00e4ller maten och framtiden?<\/strong>
Att fler m\u00e4nniskor b\u00f6rjar se sambanden. Det v\u00e4xer en r\u00f6relse av medvetna konsumenter, producenter och entrepren\u00f6rer som vill n\u00e5got annat. N\u00e4r kunskapen \u00f6kar, f\u00f6r\u00e4ndras ocks\u00e5 efterfr\u00e5gan \u2013 och d\u00e4r finns kraften att f\u00f6r\u00e4ndra hela systemet.<\/p>\n\n\n\n

Vilken konkret handling skulle du vilja att alla som l\u00e4ser detta g\u00f6r?<\/strong>
V\u00e4lj riktig mat. B\u00f6rja enkelt \u2013 byt ut en ultraprocessad produkt mot n\u00e5got som naturen skapat. G\u00f6r det idag. Sm\u00e5 f\u00f6r\u00e4ndringar, upprepade varje dag, kan f\u00f6r\u00e4ndra b\u00e5de din h\u00e4lsa och hela matsystemet.<\/p>\n","protected":false},"excerpt":{"rendered":"

Vem \u00e4r du?Jag heter Johannes Cullberg och \u00e4r h\u00e4lsocoach, entrepren\u00f6r, f\u00f6rfattare och h\u00e4lsoinfluencer med n\u00e4rmare 400 000 f\u00f6ljare p\u00e5 Instagram. I \u00f6ver tio \u00e5r har jag k\u00e4mpat f\u00f6r riktig mat och b\u00e4ttre folkh\u00e4lsa.Jag grundade matvarukedjan Paradiset med visionen att g\u00f6ra det enkelt att v\u00e4lja n\u00e4rproducerad, ekologisk och naturlig mat. Jag har ocks\u00e5 skrivit tv\u00e5 b\u00f6cker […]<\/p>\n","protected":false},"author":1,"featured_media":48869,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"give_campaign_id":0,"inline_featured_image":false,"footnotes":"","_links_to":"","_links_to_target":""},"categories":[88],"tags":[],"class_list":["post-48868","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-nodlage"],"yoast_head":"\nJohannes Cullberg - Reformaten<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/reformaten.com\/se\/johannes-cullberg\/\" \/>\n<meta property=\"og:locale\" content=\"sv_SE\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Johannes Cullberg - Reformaten\" \/>\n<meta property=\"og:description\" content=\"Vem \u00e4r du?Jag heter Johannes Cullberg och \u00e4r h\u00e4lsocoach, entrepren\u00f6r, f\u00f6rfattare och h\u00e4lsoinfluencer med n\u00e4rmare 400 000 f\u00f6ljare p\u00e5 Instagram. I \u00f6ver tio \u00e5r har jag k\u00e4mpat f\u00f6r riktig mat och b\u00e4ttre folkh\u00e4lsa.Jag grundade matvarukedjan Paradiset med visionen att g\u00f6ra det enkelt att v\u00e4lja n\u00e4rproducerad, ekologisk och naturlig mat. 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