ConsiderBeyond:  The idea of a "tableware universe" is fascinating. What does this concept aim to communicate to your audience?

Johanna: The "tableware universe" represents the belief that dining is a holistic and immersive experience. Every element—whether it’s the plate, the glassware, or even the textures of the table setting—contributes to the narrative of the meal. I hope this concept encourages people to see food as more than sustenance; it’s an art form deeply intertwined with design, culture, and emotion. I can’t share too many details yet, but I’m currently exploring projects and collaborations centered around this concept, and I’m excited to reveal more in the near future.

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‍ConsiderBeyond: What role do sensory details—like sound, texture, or scent—play in shaping eeeat’s dining events?

Johanna: Sensory details are at the heart of creating a fully immersive experience. For example, soft ambient music might establish a calming mood—or sometimes, I’ll throw on some old-school hip-hop to add a playful vibe, haha. The texture of handmade ceramics introduces a tactile connection, and scent is equally powerful—aromas from fresh herbs or spices can transport guests even before the first bite. These elements work together to create moments that linger in memory long after the meal is over.

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ConsiderBeyond:  Can you walk us through the process of creating one of your signature plant-based recipes? Where does your inspiration begin?

Johanna: It often begins with an ingredient that sparks my curiosity—perhaps a seasonal vegetable at the market or an unusual spice that catches my eye. From there, I think about how to showcase its natural essence. Techniques like fermentation, roasting, or infusions allow me to highlight its unique qualities while creating layers of flavor and texture.

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ConsiderBeyond: What challenges have you faced in balancing creativity with the realities of sustainable production?

Johanna: The biggest challenge is sourcing high-quality, sustainable ingredients without straining availability or budget. Building menus around seasonal produce helps address this—it’s both eco-friendly and cost-effective. While working within these constraints can be tough, it also pushes me to think more creatively, and the results are often deeply satisfying.

‍ConsiderBeyond: How do you see the plant-based food movement evolving, and how does eeeat align with these trends?

Johanna: The plant-based movement is growing beyond its health-focused origins, branching into luxury, fine dining, and cultural storytelling. It’s about more than what’s on the plate—it’s about experience and emotion. At eeeat, we align with this shift by emphasizing design, creativity, and storytelling, proving that plant-based cuisine can be indulgent, innovative, and culturally rich.

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ConsiderBeyond: How do photography and design complement the recipes and narratives in your magazine and social media channels?

Johanna: Photography captures the essence of each dish—the mood, the colors, the story—while design ensures every visual element reflects eeeat’s clean, modern, and intentional aesthetic. Together, they create a cohesive narrative that invites people into the world of eeeat, inspiring them to see plant-based food as an art form.

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‍ConsiderBeyond: What advice would you give to someone looking to create meaningful projects in the plant-based space?

Johanna: Start with your core values and let them guide every decision. Authenticity is what resonates most, so focus on what genuinely excites you. Collaboration is also invaluable—partnering with like-minded creatives or businesses can amplify your impact and help you stay aligned with your vision.

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‍ConsiderBeyond: What legacy do you hope eeeat will leave in how people approach food and creative expression?

Johanna: I hope eeeat inspires people to view food as more than just sustenance. It’s a medium for storytelling, connection, and sustainability. By weaving together design, creativity, and plant-based cuisine, I want to leave a legacy that encourages thoughtful choices—showing how beauty and meaning can be found in even the simplest moments.

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Johanna’s journey with eeeat is a testament to the transformative power of creativity and passion. By merging her background in fashion with her love for food, she has crafted a space where plant-based cuisine transcends the plate, becoming a vehicle for storytelling, artistry, and sustainability. Through immersive dining events, stunning design, and thoughtful recipes, eeeat redefines how we experience food—proving it can be indulgent, innovative, and deeply meaningful. Johanna’s vision challenges us to see dining as an art form, one that celebrates connection, culture, and conscious living, leaving a lasting impact on the way we approach both food and creative expression.