About Foodbeat
Every meal is a chance to make a difference. Foodbeat exists to help buyers, chefs, and producers turn big sustainability goals into everyday action. This is how it all began.
Our Story – Why We Built Foodbeat
Foodbeat didn’t start as a tech idea. It started in kitchens.
For years, we worked alongside chefs, schools, restaurants, and municipalities who all shared the same frustration: everyone talks about sustainability, but when it comes down to daily food choices, the tools just aren’t there.
Producers invest in “green” products but struggle to get them onto menus. Buyers set ambitious climate targets but don’t know which ingredients to swap or how to make it work in practice. And in the middle are chefs who just want ingredients that taste good, work on the line, and don’t break the budget.
We saw the same pattern again and again. The will to change was there, but the system wasn’t built to make change easy.
That’s where Foodbeat was born.
Who We Are
Foodbeat was founded in Sweden in 2025 by two people from very different worlds but with the same vision: to make food better for both people and the planet.
Gustav Johansson, one of Sweden’s most well-known voices on sustainable food through Jävligt Gott, has spent over a decade proving that plant-based and climate-smart food can be delicious, affordable, and mainstream. He brings the chef’s eye, the taste perspective, and a deep network across the food industry.
Emil Gustavsson, an experienced entrepreneur who spent almost a decade building tech companies in Silicon Valley, brings the platform knowledge, the business model thinking, and the drive to turn ideas into scalable tools.
Together, we combined food and tech. Foodbeat became the bridge between buyers and the sustainable products they need.
Why We Thought This Was Needed
When we spoke to large food buyers — hotels, restaurants, schools, and municipalities — the message was the same:
“We know beef is a problem, but what should we replace it with?”
“We don’t have the time or budget to test 20 new products just to find one that works.”
“Even when we try, chefs give up because the product isn’t right.”
On the producer side, the problems looked different but were just as frustrating:
“We have an amazing product, but we can’t get in front of the right buyers.”
“We spend fortunes on sales consultants, but they don’t know what the buyer really needs.”
It was clear. The market was broken. Buyers and producers were speaking past each other, and both sides were losing.
We believed the solution wasn’t “more data” or “more goals.” It was a tool that made change practical, easy, and real.
How Foodbeat Works
Foodbeat is simple at its core.
1. Set your rules and goals. You tell the platform your climate targets, procurement policies, and nutritional requirements.
2. Choose the ingredient you want to replace. For example, beef mince or dairy cream.
3. Get curated product matches. We show you sustainable alternatives that have been tested in our own kitchen for taste, texture, and function.
4. Implement with confidence. Each recommendation comes with a guide for chefs and measurable data so you can track CO₂, nutrition, and cost savings.
It’s not theory. It’s not “greenwashing.” It’s a practical way to change food without compromise.
Why It Matters
Food is one of the biggest drivers of climate change, responsible for about a third of global emissions. Within food, a handful of ingredients like beef and dairy account for most of the footprint.
That means the fastest way to make a real difference is to replace those high-impact ingredients with better ones. But it only works if buyers and chefs can do it easily, without risk, and without losing guests along the way.
That’s what Foodbeat does. We help organizations cut their footprint drastically while still serving food people love.
The Impact We Aim For
With Foodbeat, buyers can:
Cut emissions from procurement by 30–50%.
Reduce costs by replacing external consultants with a smarter, data-driven tool.
Support chefs with products that are tested and proven to work.
Contribute to EU climate targets and CSRD reporting with measurable progress.
And beyond the numbers: we make change stick. When chefs feel confident and guests enjoy the food, sustainability becomes part of the everyday, not just a policy on paper.
Built Together With You
Foodbeat isn’t something we made in isolation. We’ve already worked with more than 15 of Europe’s largest buyers, including Sodexo, Scandic, Stockholm City, and Karlstad Municipality. Their input ensures the platform solves real procurement challenges, not theoretical ones.
We believe the future of food will be built together — with buyers, producers, chefs, and guests all playing their part.
Join Us in Changing Food for Good
Foodbeat is still young, but our mission is big: to change how the food industry connects, buys, and serves sustainable products.
If you’re a buyer, we’d love to show you how Foodbeat can make your sustainability journey easier and more impactful. If you’re a producer, we’d love to test your product and connect you with the right buyers. And if you’re just curious, we’d love to talk.