Every year, before each big food holiday, Västerbottensost sees a significant spike in sales. Together with researcher and ethnologist Richard Tellström, who contributed to the celebrated TV shows Landet Brunsås and Historieätarna,and chef Filip Fastén, dubbed Chef of the Year 2014 and Rising Star 2016,Västerbottensost commissioned a major YouGov study to find out more about the festive food habits of Swedes. While Midsummer and Christmas, unsurprisingly, turned out to be central, the study also revealed that crayfish parties and New Year’s Eve celebrations are on the up – and the much-loved Västerbottensost quiche has a crucial role to play.