When we grew up in Höganäs, we had our gas station and a pizzeria, that’s about it. But we could feel a change in the air, the environment around us just had so much potential. Seeing that potential Johan Fritzell decided it was time, time to act. When traveling the American south, he came across and fell in love with their smoked goods. Meat, corn, bourbon and beer. A couple of containers, smokers and seasons later there it was, ”Holy Smoke” in Bräcke Höganäs. I was already a fan boy. So when Johan asked for my help and I responded ”Yes, hell YES, whatever you need!”

For a couple of years now I’ve been producing everything from cooking classes videos to continuous posts and campaigns. There’s just nothing like it. The only time my wife never asks me about my day is after a production at Holy Smoke. Instead she tells me kindly to ”Get a shower with lots of soap and dry your clothes outside for at least a week”.