The job of transitioning the primary sector from cows to plants will be a long but necessary journey. So if you were looking for someone to show the way, you’d do worse than Jade Grey. He’s managed a farm and a supermarket butchery ran a meat processing plant in China, and launched a chain of pizza stores in Beijing called Gung Ho! Pizza, which was China's first B Corp certified Food and Beverage company.

Now Jade and his family are back in New Zealand to launch Off-Piste Provisions, a plant-based food start-up dedicated to making Aotearoa as famous for its plant-protein as it is for meat. His first product is plant-based beef jerky and he joins me now to chew the um, fat. This interview first appeared on Vincent’s other podcast The Feed NZ – a podcast all about the future of food.