Johan Hedberg

Johan Hedberg

is @sweden 2017-04-24 to 2017-05-01

I'm Johan Hedberg, also known as Matgeek (food geek). Former PR consultant turned food YouTuber.


Born 40 years ago, the plan was never to work with food. Instead I’ve been working with communications in my own companies or as an employee for the last 20 years.


Add to that a year in Kosovo with KFOR (Camp Harden Lines, KM06, for those wondering) and you get the picture – not a lot of food.


But it's been the main focus for all non-working time and finally my wife demanded I quit my job and gave it a year at least.


Wrote recipes for various magazines, did some morning TV and wrote a book about butter until I finally found my way home – YouTube.


Now I run Sweden’s largest YouTube channel about food with 160,000 subscribers.


Expect the week to be about food, food and food. Followed by pastries and desserts.

Johan Hedberg's Feed

All tweets from this week's Curator of Sweden

@sweden April 28, 2017, 5:17 p.m.

@evanchooly We're delighted you decided to move here! Welcome to your new home! :)

@sweden April 27, 2017, 8:44 a.m.

Nice! Is that cocoa nibs on top of the smoothie?

@sweden April 27, 2017, 8:43 a.m.

Don't say so - rye bread is good for you!

@sweden April 27, 2017, 8:43 a.m.

AWESOME! Healthy AND looks amazing. Made me look forward to the tomato season here in Sweden. #mybreakfast

@sweden April 27, 2017, 8:42 a.m.

Great breakfast! I guess you could eat it cold or warm. Feta cheese and eggs are great companions!

@sweden April 27, 2017, 8 a.m.

Then go to sleep and when you wake up and have breakfast - let me know. Right, that sounded a little too creepy. So…

@sweden April 27, 2017, 7:59 a.m.

@msgfromuniverse That's what YOU think! It's only your brain playing a trick on you.

@sweden April 27, 2017, 7:58 a.m.

That's also a sort of breakfast. Apple gives you lots of fibers which is clearly good :) #mybreakfast

@sweden April 27, 2017, 7:53 a.m.

Good morning from Sweden! What are you all having for breakfast? Tweet me a pic and use #mybreakfast

@sweden April 27, 2017, 6:49 a.m.

Scandinavia takes all four top places. That's got to be a sign :)

@sweden April 27, 2017, 12:41 a.m.

@amyruthworrall That settles it - I'm going to England later this summer to ride that train!

@sweden April 27, 2017, 12:41 a.m.

@epollaert Rats! Better luck next meal :)

@sweden April 27, 2017, 12:36 a.m.

I NEED to take that train! From / to where? #mybreakfast

@sweden April 26, 2017, 11:11 p.m.

I might be all about food but tonight I've changed focus since Swedish @FNATIC is playing the danish team @astralisgg. CS:GO that is.

@sweden April 26, 2017, 10:09 p.m.

Without ever having the opportunity to meet your wife this pick tells me she's a keeper! #mybreakfast

@sweden April 26, 2017, 8:13 p.m.

@sarahkerr81 WOW! That sounds absolutely fantastic!

@sweden April 26, 2017, 8:12 p.m.

@Netherlanders The only thing you get for being rude is a block.

@sweden April 26, 2017, 6:51 p.m.

New countries waking up - le me see what you eat for breakfast! This looks so yummy - LOVE hash browns! #mybreakfast

@sweden April 26, 2017, 6:49 p.m.

@nelson_alec I would say so yes. Every family has their own recipe.

@sweden April 26, 2017, 6:36 p.m.

Ladies and gentlemen - we got MEATBALLS!!

@sweden April 26, 2017, 5:27 p.m.

Nice try but I've seen worse! ;)

@sweden April 26, 2017, 3:30 p.m.

Fact is that I'm extremely proud of the meat producers in Sweden: No antibiotics UNLESS sick, no hormones and super strict laws.

@sweden April 26, 2017, 3:28 p.m.

Oh look! Raspberries for breakfast is always a winner!

@sweden April 26, 2017, 3:04 p.m.

All Swedish meat. Food shopping here is like shopping fashion in Rome - totally AWESOME :)

@sweden April 26, 2017, 3 p.m.

@thejanicemish Looks absolutely delicious!

@sweden April 26, 2017, 11:59 a.m.

@Toddon3_WREG Or try coconut sugar for a more caramelized taste

@sweden April 26, 2017, 11:44 a.m.

Multigrain porridge is quickly becoming a thing here in Sweden. Love the mixture of textures.

@sweden April 26, 2017, 10:29 a.m.

Wow! He's a keeper. You hear me girl - he's a keeper! :)

@sweden April 26, 2017, 10:28 a.m.

Also what would be a common Swedish breakfast. Oatmeals are great! #mybreakfast

@sweden April 26, 2017, 10:17 a.m.

Commonly seen in the cool parts of Berlin where designers, hipsters and artists thrive. LOVE that :) Or the thought…

@sweden April 26, 2017, 10:15 a.m.

@janbarstad Hehe :) With a nice lax smorgas

@sweden April 26, 2017, 10:14 a.m.

@SecretMsi Easy: Get up 15 minutes earlier. Go to bed 30 minutes earlier. Have a breakfast plan. Just. Do. It.

@sweden April 26, 2017, 10:07 a.m.

@fruwerner Alla har nån form av relation till frukost. Bättre konversationsöppnare än väderdiskussion!

@sweden April 26, 2017, 10:06 a.m.

Swedish breakfast - herring, scrambled eggs, veggies, smoked sausage and bacon. Yum! #mybreakfast

@sweden April 26, 2017, 10:05 a.m.

Runny yolk is equal to top quality. Looks yummy! #mybreakfast

@sweden April 26, 2017, 10:05 a.m.

Oh my...oh my... that's what I'm having tomorrow! :)

@sweden April 26, 2017, 9:55 a.m.

Just look at those pancakes! And the bacon! And BUTTER! :) #mybreakfast

@sweden April 26, 2017, 9:52 a.m.

WOW! Adding to my list of food I need to try. #mybreakfast

@sweden April 26, 2017, 9:51 a.m.

No way! That's not only gorgeous, it's probably so tasty it would make my tastebuds scream of joy. Thanks for shari…

@sweden April 26, 2017, 9:43 a.m.

OMG! This goes to my "Must try"-list! Tell me more about it! What exactly is khliî?

@sweden April 26, 2017, 9:41 a.m.

A finished breakfast is / was also a breakfast :) #mybreakfast

@sweden April 26, 2017, 9:40 a.m.

HAHA :) My wife is an English teacher. I always say "My feets hurt" to throw her off balance.

@sweden April 26, 2017, 9:37 a.m.

Yes! Look at that healthy and nice piece of bread! #mybreakfast

@sweden April 26, 2017, 9:35 a.m.

@FernandoLeanme Jury is still out on that one. I'm not all for organic farming BUT in poor countries it can help lower use of pesticides.

@sweden April 26, 2017, 9:32 a.m.

Officially craving this right now. Brez'n is on my top 3 of favorite bread. The white sausage is super yummy. Nice…

@sweden April 26, 2017, 9:31 a.m.

Wow! Congrats on the kidney transplant and hope you recover quickly. Also, welcome to the wonderful world of coco+b…

@sweden April 26, 2017, 9:30 a.m.

Another version of a breakfast in Sweden. French import. Always tasty!

@sweden April 26, 2017, 9:29 a.m.

Thanks! Keep sending me pics of your breakfast. Love to see all tasty, fun, interesting and maybe even healthy food…

@sweden April 26, 2017, 9:18 a.m.

Typical Swedish breakfast and look - the BEST pastry magazine known to mankind :) I'm totally addicted to @sogoodmag

@sweden April 26, 2017, 9:17 a.m.

Warm breakfast! Different from over here but still looks amazingly yummy!

@sweden April 26, 2017, 9:17 a.m.

I love this pic! The fact that organic is a big thing in Uganda - and other parts of Africa - should be getting mor…

@sweden April 26, 2017, 8:35 a.m.

But I do! That's what I'm ALWAYS having when I'm Paris.

@sweden April 26, 2017, 8:34 a.m.

Grits is awesome! Father in law is from the US and speaks highly of it.

@sweden April 26, 2017, 8:22 a.m.

Oooooh! Gravlax for breakfast is nothing but amazing!

@sweden April 26, 2017, 8:22 a.m.

Looks like granola is trending over here :)

@sweden April 26, 2017, 8:21 a.m.

And sometimes this is exactly the breakfast you crave :)

@sweden April 26, 2017, 8:01 a.m.

Idea: Tweet me a pic of what you're having for breakfast! Would be great to get inspiration from around the world T…

@sweden April 26, 2017, 7:46 a.m.

@mhinganzima @KaluhisKitchen Thanks for the RT! Your blog looks awesome so I'm going to add you to my personal Twitter account

@sweden April 26, 2017, 7:45 a.m.

@Allison_Ivy79 We do. Not a personal favorite but they are quite popular

@sweden April 26, 2017, 7:44 a.m.

@MedtechReed The ingredients (in Swedish) here in the description - It's really easy and SO rewarding.

@sweden April 26, 2017, 7:42 a.m.

@JasonJMurdoch Nothing really, but the home made granola tends to provoke people for some strange reason.

@sweden April 26, 2017, 7:35 a.m.

Typical Swedish breakfast (although a BIT pretentious): Yoghurt, home made granola and a tablespoon of honey.

@sweden April 25, 2017, 6:26 p.m.

@yacinovic34 €30 approx. Easily worth it!

@sweden April 25, 2017, 12:10 p.m.

@admirim @brindy It's amazing how quickly after the guns have stopped the jackals start to make money totally disregarding any human rights.

@sweden April 25, 2017, 12:09 p.m.

@admirim @brindy But we quickly realized the conflict was way different than the media reports. Also closed down qu…

@sweden April 25, 2017, 12:07 p.m.

@admirim @brindy At the time - a massive mud hole. War tired people and a few assholes trying to put fuel on the fire. Like all wars.

@sweden April 25, 2017, 12:06 p.m.

@zynks Because I misplaced it when I got it delivered :)

@sweden April 25, 2017, 10:35 a.m.

@eyecandyvintag1 I didn't say that, and I don't think that. But I can't stand vegans and meat eaters constantly hec…

@sweden April 25, 2017, 10:34 a.m.

@MaSb93 Think you have to be suggested by someone else.

@sweden April 25, 2017, 9:59 a.m.

@FinnishPaleface That on the other hand is correct...

@sweden April 25, 2017, 9:50 a.m.

The first Swedish asparagus is here! Posted a pic on my Instagram -

@sweden April 25, 2017, 9:35 a.m.

@heavy_shot It's OK by Swedish standards but not EXTREME. More to come during the week :)

@sweden April 25, 2017, 9:35 a.m.

@ramo_kai Vegans are also normal. Saying otherwise is just...well...not really the intelligent way describing another human being.

@sweden April 25, 2017, 9:22 a.m.

Look at this magnificent dry aged cote de boeuf from Swedish cattle I managed to lay my hands on!

@sweden April 25, 2017, 8:59 a.m.

@SqueakySwede My ad revenue is growing steadily. What we see is TV having to pay back huge amount to advertisers si…

@sweden April 25, 2017, 8:51 a.m.

@MasterGeekMX It was the same here four years ago. Not anymore. You will see change too

@sweden April 25, 2017, 8:51 a.m.

@ThatWhiteSoxFan Yeah, so the ad revenue streams are changing as well. Netflix, Amazon and on-demand from TV-networ…

@sweden April 25, 2017, 8:50 a.m.

@theleftout But that's not the whole story. They made a serious effort to demonitize hate vids but the algorithm wa…

@sweden April 25, 2017, 8:35 a.m.

@Harshmelllo Been on Twitter since it launched 2007. Not until three years ago it got big in Sweden

@sweden April 25, 2017, 8:34 a.m.

6. And a year ago there were a lot of raised eyebrows. Now though, the reaction I get is "That seems like a smart move"

@sweden April 25, 2017, 8:33 a.m.

5. If someone would have told me 10 yrs ago I would make a living entirely on a YouTube-channel about food I'd laugh hysterically.

@sweden April 25, 2017, 8:33 a.m.

4. I've monitored this transition closely for the last 8-10 years but it's not until now we see the real change.

@sweden April 25, 2017, 8:32 a.m.

3. TV is dropping at an (for them) alarming rate and we see more and more YT stars being offered TV-programs in a desperate effort.

@sweden April 25, 2017, 8:30 a.m.

2. Not only kids, teens and young people are turning to YouTube and similar services. The big explosion right now is 25-40 years of age

@sweden April 25, 2017, 8:27 a.m.

1. Don't know how the change from linear media consumption to in demand is in your part of the world but here it's really happening.

@sweden April 25, 2017, 8:14 a.m.

Goooood morning from sunny/rainy/snowy Sweden. Time to go grocery shopping!

@sweden April 25, 2017, 7:59 a.m.

@stenehall Tveksamt men följde med Linas Matkasse

@sweden April 25, 2017, 12:28 a.m.

@WhyAyeMrs It's a rye bread baked in really hot ovens and then dried. Crispy, super tasty and really healthy.

@sweden April 25, 2017, 12:28 a.m.

@Allison_Ivy79 from the old days but is now being served at Fäviken.

@sweden April 25, 2017, 12:27 a.m.

@Allison_Ivy79 Lingonberries are awesome in a dessert. They add an often much needed sourness. Sour cream with wate…

@sweden April 25, 2017, 12:26 a.m.

@Allison_Ivy79 Oh! That's one of the most famous pastry schools in the world. Got a couple of their books.

@sweden April 25, 2017, 12:24 a.m.

@OsirisSphinx Right now it Ernest Cline's "Armada"

@sweden April 25, 2017, 12:24 a.m.

@Later_Kate It sure is! Pretty sure you can buy it in the US. Made of rye and super healthy.

@sweden April 24, 2017, 11:43 p.m.

Swedish tulips and blueberry leaves. Behind it - the always present container for hard bread. Almost empty so a bit…

@sweden April 24, 2017, 11:39 p.m.

@DavideDenti I know him. He's not crazy. Not sharing all beliefs doesn't make someone "crazy".

@sweden April 24, 2017, 11:38 p.m.

@onfoodandwine YAY! So glad to hear :) Thanks!

@sweden April 24, 2017, 11:37 p.m.

@Allison_Ivy79 Henrik of course! There used to be another goalie in the NHL with the same name as me so I stick with the goalies :)

@sweden April 24, 2017, 11:37 p.m.

@Allison_Ivy79 wedding of our crown princess.

@sweden April 24, 2017, 11:36 p.m.

@Allison_Ivy79 YAY! Pastry chefs are my favorite chefs. Planning to try some of Daniel Roos' creations. Among many…

@sweden April 24, 2017, 10:49 p.m.

@beccamb No, they're green leaves that has a flavor resembling garlic. A spring delicacy that you can forage in southern Sweden.

@sweden April 24, 2017, 10:40 p.m.

@jennjilks @fraufeli True that! The bookstore in the town I grew up in still has the same smell when you walk insid…

@sweden April 24, 2017, 10:02 p.m.

Ordinary snapshot. That bookshelf used to be 2X amount of books before I moved the cookbooks to my studio. Marriage…

@sweden April 24, 2017, 9:54 p.m.

@wendy2shoes (Without looking on the photo) Yes! Swedish fridge = At least ONE jar of lingonberry jam. :)

@sweden April 24, 2017, 9:53 p.m.

See, that's a nice person, right there! :)

@sweden April 24, 2017, 9:06 p.m.

@Morpish Skyller på åttaåringen

@sweden April 24, 2017, 9:02 p.m.

@HenrikdBW Tveksamt, den VAR nytankad :)

@sweden April 24, 2017, 9 p.m.

@NorthernTribes Think I have enough for two weeks of decent dinners.

@sweden April 24, 2017, 9 p.m.

@brindy Also, when I did a tour in Kosovo (military, not rockband) we lived in a British camp. No half empty bottles there :D

@sweden April 24, 2017, 8:59 p.m.

@brindy It's Sauternes and actually gets better after a couple of days without the cork. Thanks for reminding me -…

@sweden April 24, 2017, 8:57 p.m.

@wsctb The fruit is there only because we got them delivered earlier tonight and put everything in the fridge. No excuse for the eggs.

@sweden April 24, 2017, 8:55 p.m.

@failedVegan Bottom shelf to the right. Not visible in picture but here's proof:

@sweden April 24, 2017, 8:35 p.m.

Our fridge - totally uncensored. Let me know if you want a thorough walk through later this week.

@sweden April 24, 2017, 8:13 p.m.

@LauraBeye @yacinovic34 You kidding me? Spent a night at the hotel Maison Souquet which was a truly amazing experience.

@sweden April 24, 2017, 8:12 p.m.

@nymphfatale @JoacimClarin Phils burger gives you good bang for the buck.

@sweden April 24, 2017, 8:11 p.m.

@I_amGermany @Netherlanders Hey! I have cousins that grew up in Friedrichshafen. Spent every second summer at the B…

@sweden April 24, 2017, 8:02 p.m.

RT @LesothoJohn: Very cool article on a #PoleVault prodigy from #Louisiana with dual #USA/@Sweden citizenship #Athletics…

@sweden April 24, 2017, 8:02 p.m.

@nymphfatale Uppsala - The student clubs, the "nations". Nice food for a penny. Stockholm - Not sure

@sweden April 24, 2017, 7:47 p.m.

@RunningBecky We have an explosion right now with micro breweries creating amazing beer all over the country!

@sweden April 24, 2017, 7:46 p.m.

Anyone fond of charcuterie? Later this week I'll take you to a place close to Uppsala where the pigs live their whole life outside.

@sweden April 24, 2017, 7:45 p.m.

@quizquest Think of it as a very subtle garlic. Amazing in a pesto or soup. Can be foraged in the southern parts of Sweden.

@sweden April 24, 2017, 7:44 p.m.

@annieloof Tack! Ja, det här ska bli riktigt kul :)

@sweden April 24, 2017, 7:31 p.m.

The season of Swedish ramson, asparagus and rhubarb is upon us. Calling my supplier to place an order for tomorrow.

@sweden April 24, 2017, 7:30 p.m.

@LauraBeye @yacinovic34 Bonjour! How I miss Paris! Two months since my last visit - feels like ages!

@sweden April 24, 2017, 6:47 p.m.

@SpuriousReasons And this year in particular you might be right :)

@sweden April 24, 2017, 6:29 p.m.

@ironchef271828 Pytt-I-panna is a goof example - chopped onion, sausage, meat and potato fried in a pan and served with parsley. Yummy! :)

@sweden April 24, 2017, 6:27 p.m.

Not a couple of months ago but NOW, when all we need is sun so we can start roam the streets again & socialize, now…

@sweden April 24, 2017, 5:35 p.m.

@yacinovic34 Hi! How's the day so far at your part of the world?

@sweden April 24, 2017, 5:06 p.m.

Back home, making dinner for the family in time for when my wife comes home. Doing a classic - "Rester". Leftovers :D

@sweden April 24, 2017, 4:52 p.m.

@HyperionTacos Herman's is always getting good reviews!

@sweden April 24, 2017, 4:39 p.m.

Cake is served. Now home to pick up kids from kindergarten and school.

@sweden April 24, 2017, 3:25 p.m.

@Britt_W Hi! Yeah, that's an awesome article :)

@sweden April 24, 2017, 3:08 p.m.

@romanletters That's awesome! Hopefully you'll get more inspiration during this week :)

@sweden April 24, 2017, 2:43 p.m.

@Terrororororor We aim to please :) Thanks!

@sweden April 24, 2017, 1:50 p.m.

Final shooting of the recipe video. Using the office at @UnitedScreensAB which is like my second HQ.

@sweden April 24, 2017, 1:40 p.m.

@neptunon Tack! Kul att du kollar och hyggligt att du ser till att jag inte får något för det. Antar att du också gärna jobbar utan lön.

@sweden April 24, 2017, 1:38 p.m.

@valeriekeefe I have no idea - I'm working with food.

@sweden April 24, 2017, 12:10 p.m.

Monday lunch - Kalix roe (Löjrom) and a glass of champagne. One of my fav Swedish delicacies.

@sweden April 24, 2017, 10:50 a.m.

Amazing spring weather. And with that said - just received a warning we might get a ton of snow tomorrow. Typical S…

@sweden April 24, 2017, 10:43 a.m.

@Muselect With a teaspoon sweet cinnamon, some ginger and freshly grated nutmeg

@sweden April 24, 2017, 10:31 a.m.

@NotBrino Lost one of the lights to an unfortunate accident and had to improv.

@sweden April 24, 2017, 10:23 a.m.

@eislz Let's not go there yet :D

@sweden April 24, 2017, 10:22 a.m.

@gammacromatica Good lord. This week's starting with crisis management :) It's not my favorite is all I can say.

@sweden April 24, 2017, 10:21 a.m.

@ormiga Business meeting and lunch. So not that big of a deal.

@sweden April 24, 2017, 10:21 a.m.

The not so tourist friendly sign.

@sweden April 24, 2017, 10:20 a.m.

@destroyedbymtv Might be that you're using too much baking soda. Too much air breaks the structure of the gluten.

@sweden April 24, 2017, 10:12 a.m.

This right out of the oven - a typical non-Swedish carrot cake.

@sweden April 24, 2017, 10:12 a.m.

@verflucht Sadly no but they are on sale here so must give it a try!

@sweden April 24, 2017, 10:11 a.m.

@WeAreBrisbane No, no, no :) It's actually on my list of things to try. Read about a restaurant in Brisbane that ma…

@sweden April 24, 2017, 10:10 a.m.

@yolopey Yeah, I have a nice can waiting but need some experienced friends to join me. Maybe later this summer.

@sweden April 24, 2017, 10:08 a.m.

@Fuller_Si HAHA :) Would be an interesting way to "give back to nature"

@sweden April 24, 2017, 10:07 a.m.

@eislz Cinnamon buns! So typical Sweden. Or the cardamom version.

@sweden April 24, 2017, 10:06 a.m.

@WeAreBrisbane Good morning Brisbane! How's the sand crab lasagne these days?

@sweden April 24, 2017, 10:05 a.m.

40 years old, lives in glorious Uppsala with wife and two kids. Today I'm off to Stockholm for - you guessed it - food.

@sweden April 24, 2017, 10:03 a.m.

In short I'm a Swedish YouTuber known as Matgeek (Foodgeek). Background in communications and future in food (sort of :) ).

@sweden April 24, 2017, 10:02 a.m.

Well hi there! My name is Johan and I'll be your host this week. Expect food. And pastry. And more food.