Lars Peder Hedberg

The co-founder of corporate communications group Intellecta, one of Scandinavia’s largest and most successful – listed at Nasdaq OMX Nordic Exchange – Lars Peder Hedberg is also the founder and publisher/editorial director of White Guide and Gourmet Magazine in Sweden, two institutions with massive influence on Scandinavian gastronomy. White Guide lists and reviews more than 500 Swedish restaurants annually. Lars Peder lives in Stockholm and Cape Town, but spends some 120 days of the year travelling all over the world, especially in the US and Asia. He eats out at least 300 times a year but keeps his BMI around 21, quoting great genes and short connections between flights.