This morning at seven o'clock, several stores in Norrbotten released their first cans of this year's surströmming.
Other stores chose to hold on to the coveted fish until Thursday, when the premiere takes place.
But at Coop by Storheden in Luleå it was full rush.
- There were many people who were hungry and it was almost so that people ran to the counter, says store manager Peter Andersson.
Ander's suit holds up
Luleå resident Anders Hedström has a long and unbroken streak of surströmming premieres.
- I have never been without and have been in two places now so I have to manage, he says.
Reidar didn't have time - sulking
Reidar Livbom, who failed to put rhubarb on the desirable jars, did not have equally cheerful faces.
In the clip, you can hear Reidar upset and why many people prefer whole fillets to fillets.