“I felt like the orchestra on the Titanic”

Photo Roland Persson

Imagine you are on an airplane and you are told that there is a 5% chance that the plane will crash, would you stay?

The words come from Sebastién Boudet, known to many from his time on Nyhetsmorgon where he talked about dough with an almost erotic vocabulary. For now, his time on TV is on hold, but that doesn’t mean he’s out of the spotlight. Every day he reaches over 100,000 users via his Instagram account and has become a modern influencer. Or an inspiration as he sees himself.

There are many pictures of succulent sourdough bread, but that’s not what dominates the account. Because Sebastién has embarked on a great journey.

On September 25, 2021, he sold his last sourdough loaf at the Söderhallarna bakery in Södermalm, Stockholm.

– I felt like the orchestra on the Titanic playing as the ship is sinking. It was fun to bake delicious bread for others, but at the same time I wanted and felt I could do more.
Since then, his main focus has been to talk about what good food really means. Talk about and visit farmers who grow organic cereals, talk to school children and individuals who want to learn more. This is just a sample of all the courses, interviews and projects that follow the same theme.


In his channels, he highlights those who are currently going against the grain. Who choose a lower yield but use natural pesticides or run a more costly operation where animals are allowed to roam freely and chew the grass.

– I have done a number of assignments that have given me celebrity status. Now I’m trying to use it to help those who are trying to create good food. Help them reach out and get even more people to choose more sustainable options.

Sebastién highlights example after example of the short-term nature of this perspective. Food producers want to make quick money and consumers want to save money to spend on other things.

Sebastién Boudet has many projects in the pipeline. The latest is the Breaking Bread podcast where he invites food producers, experts and food profiles to discuss the food system.

– I would say it’s a different kind of podcast that shines a light on the food industry from different angles. You could say that we leave no stone unturned and no question is too difficult to ask,” he says.


When he heard about Ellinor Nymo Helleblad’s plans to start a small-scale bakery in Vittjärv, he was delighted.

– This is a step in the right direction. I was in Boden earlier this summer during the sustainability week and there are great opportunities to make Boden a great food city. There is already a network of great people selling local and good products. The will is there, it’s fun. There is a brief silence and then he becomes serious.

– But even though good things are happening in Boden, I was worried. The city is full of fast food outlets and the grocery store was full of rubbish. The feeling was that the people of Boden do not see local as an obvious option, but more as something exclusive. They need to think about what they want for the food industry and products in the shop? Foods that benefit nature and biodiversity, or foods that destroy the soil and make us sick.


– Simple, support local producers. Choose local and organic products. Many people are struggling financially and feel the need to prioritize. Who may want to, but can’t. I understand that. At the same time, the choice is do we want to do well in the short term or in the long term?

– After all, most people save for a pension in order to be well off in 20-30 years. But what kind of world do we have? It determines our choices today.


– Very urgent. The world has never used so much coal and oil as in 2022, despite the fact that science is largely agreed on what this means. The food industry is part of that.


Which brings us back to the beginning of the text. Would you have stayed on the plane or got off?

– These are similar odds that we are playing with if we don’t support local food and organic farming. I have three children and have made my choice,” he says.

But even though the picture he paints looks pretty dark, Sebastién is hopeful and determined to make change happen.

– In fact, I don’t think any other country in the world is as well placed as Sweden to succeed. Here we talk about sustainability in a positive way and we have a lot of people trying with small efforts. We just need more people to realize why we need to do more and I will not give up.

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