Q & A with Mattias Kristiansson
Founder and Editor in Chief of Matmagasinet Vego
“This was the first vegetarian/vegan food magazine in Sweden and I think we had a really good timing. We definitely see a lot more vegetarian and vegan food in almost every food magazine on the market. Everyone is picking up on this “trend” and that’s great. The great thing is that everyone has their own angle on it, like environment, sustainable living, health, animal welfare or other.”
Stockholm, Sweden based Matmagasinet Vego was founded by Mattias Kristiansson in October 2013 with the first issue coming out in January 2014. A bimonthly publication available in both print and digital format, Matmagasinet Vego covers food and recipes (with Kristiansson himself doing a lot of the recipes and photographs), interviews with inspiring people, celebrities, chefs and farmers, fashion and sustainable living.
Why was Vego founded? What inspired its establishment?
There wasn’t any vegetarian or vegan food magazine on the market so I started one. I wasn’t looking at other vegetarian magazines, I tried to do my own thing. I knew I wanted a mixture of good food, inspiring interview and interesting articles.
I read on the website for Vego that it is the first and largest vegetarian magazine in Sweden. Are many of the recipes and coverage in Vego also vegan?
Everything is vegan in the magazine, even the ads.
How has this been for reception and consumption of Vego been in Sweden? In Sweden, do you see a connection between a growing vegetarian and vegan movement and a rise of publications about vegetarianism and veganism?
It’s been great. I started the magazine on my own, with no help from any big publisher, and we are growing bigger with every issue. This was the first vegetarian/vegan food magazine in Sweden and I think we had a really good timing. We definitely see a lot more vegetarian and vegan food in almost every food magazine on the market. Everyone is picking up on this “trend” and that’s great. The great thing is that everyone has their own angle on it, like environment, sustainable living, health, animal welfare or other.
Is Vego available in other Scandinavian countries?
Yes, the paper magazine is available in stores in Finland and Norway, but we do ship to all over the world. And we have a digital version.
Does Vego utilize social media?
We use Facebook and Instagram, mostly to keep up a good relationship and dialog with our readers, inform them about our work, new products, videos, vegan/vegetarian news and other stuff that is more fitted for social media.
With rising interest in veganism and vegetarianism, the landscape of vegan publications, print and digital is growing as well. Where do you see Vego within this landscape? What needs and desires does Vego satisfy for its readership?
First and foremost we want to show people that there is really good, satisfying and tempting vegan food out there. And that it is simple to make, cheap, good for the environment, your health and animals. We don’t condemn anyone ore play on guilt. We don’t demand that everyone goes vegan, but we try to inspire people to try a greener path.
Covers provided Matmagasinet Vego
Questions & post by Annika Lundkvist
Article: Magazines about Veganism →