It’s clear that plant-based food has grown in popularity, with the last 10 years seeing increasing numbers of people interested in trying products and reducing their meat and dairy consumption.

But there are still demographics that will not buy plant-based products, as well as those who will try plant-based food once and never again. So, how do we encourage and re-engage these consumers?

According to Martin Holden-White from Grubby, it’s all about taste, ease, and convenience – the three ingredients that help make plant-based food a lasting habit.

In the latest episode of ProVeg Talks (previously the New Food Hub Podcast), podcast host Gemma Tadman sits down with Martin, the CEO and founder of Grubby, a plant-based meal-kit delivery service in the UK. Through their meal-boxes, Grubby aims to make plant-based cooking effortless, flavour-loaded, and accessible to all. Starting out as a chef aged 16, before pivoting into business, Martin has taken Grubby from a fledgling to a successful business in just five years - an incredible feat.

So, how do you turn plant-based meals into a long-term habit? And what has Martin learned from helping thousands of people cook more plant-based at home? Listen now.

What you’ll learn:

• The key barriers to mainstream adoption – and how to overcome them
• Habit-building strategies, customer retention, and staying competitive
• Upcoming technologies and trends that will make it easier for consumers to form habits

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