Follow Them Friday: Smartmat

Our 69th “Follow them Friday” features a fantastic food supply concept called Smartmat started by Anders Asarby.

When did you start your business?

March 2011

How did you decide on the name of your business?

Smart=clever & mat=food (in Swedish)

Tell us more about your business:

Smartmat makes menus for a week and delivers the recipes together with the fresh ingredients at your doorstep. All you have to do is to follow the recipes and you have a ready dinner within 40 minutes.


Do you prefer eating in or eating out?

In, cheaper, healthier and more cosy.

What is your favourite dish to share?

Taco dinner

What is your favourite comfort food?

Homemade burger

What is your favourite dessert?

Homemade lemonpie


How do you like your eggs in the morning?


Was there a particular dish that got you into cooking?

I used to make jam when I was a kid

What is your earliest food memory?

Porridge (when I was 3)

What are the three things you always have in your freezer?

Berries (for jam or smoothies), Veggie balls for when I’m lazy and bread for the kids

How do you spend your time when you’re not running your business?

With the kids, sporting (tennis and bootcamp) or at flee markets


Share the LOVE & remember to follow SMARTMAT on:
TWITTER , FACEBOOK, INSTAGRAM or check out their site