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Johannes Cullberg

The key to a healthier life: Keep food simple

  • The inspiration behind Paradesit
  • Simple food is key to a healthier life
  • The problematic grocery scene in Sweden
  • The importance of deepening the knowledge of employees and connecting with the community
  • Helping consumers make the right purchasing decisions
  • The biggest and most successful crowdfunding campaign in Sweden to date
  • Realizing the total cost of food
  • Future of food retail


Sneak peek:

The way forward: Nudging big grocery chains to remove unhealthy foods

About Johannes

CEO & Founder, Paradiset

  • Founder and CEO of Paradiset, Sweden's healthiest grocery chain.

  • Health & planet activist

  • Determined to improve health among the population in Sweden, as well as abroad

  • An entrepreneur with a strong drive and a passion for health-related business

  • Given the "Natural Outstanding Achievement Award 2017" and elected “Stockholm’s most entrepreneurial person 2016” by Svenskt Näringsliv, the Confederation of Swedish Enterprise.


If you could invite 1 person to a dinner party – who would it be and why?
Johan Rockström. I would pick his brain on the global challenges we’re facing regarding global warming and see what solutions we could find.
What motivates you? Makes you happy?
Working for a positive change with Paradiset. To help improve public health and planetary health
What advice would you give your 10-year-old self?
Start doing gymnastics and play the guitar!
If you could make 1 global change – what would it be?
Only allow women leaders in all countries
What are your Top 3 achievements?
Founding and expanding Paradiset to a grocery chain.
Being a father of 3
Maintaining and improving my health and creativity
What does sustainability mean for you?
In every action try to make the planet more like Paradise(t).
What was the most important event/influence that changed your perspective?
Having children expanded my horizon and got me to care about more important things than myself.

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