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.

• 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

For more from Martin and Grubby, check out Martin's LinkedIn and visit Grubby's delicious website.

Get in touch with ProVeg's experts for more support on your alternative protein industry at [email protected] and sign up to our newsletter.

Looking for insights on the future of European agriculture? You’ve come to the right place.

This month, host Gemma Tadman explores how we can support European farmers who are looking to diversify their farms. She’s joined by Simon Kraemer, a leading advocate for regenerative agriculture who has worked with growers around the world.

As farmers navigate financial pressures, shifting consumer demands, and the realities of climate change, diversification is becoming a key strategy. In this episode, Simon shares practical insights on how plant-based and regenerative methods can offer sustainability and profitability. The pair discuss the essential role of businesses, organisations, and policymakers in making this shift work.

What you’ll learn:

• The current state of European agriculture and how farmers are adapting
• What’s driving farmer interest in sustainability – and the challenges they face
• The business case for diversification and what farmers need to make it work
• Practical on-farm actions for plant-based and regenerative diversification
• Common misconceptions and barriers around diversification
• How regenerative practices can support plant-based ingredient production and unlock new market opportunities
• The role of businesses, organisations, and policymakers in supporting farmers

Why listen?

If you work in farming, food production, retail, policy, or the alternative protein industry, this episode is packed with actionable insights to support your work and drive meaningful change in food systems.

Connect with Simon via LinkedIn and learn more about his team at EARA’s website. For more insights, visit The New Food Hub and subscribe to stay updated!

This month on the New Food Hub podcast, host Gemma Tadman explores the pivotal role of retailers in shaping the future of food. Joining the conversation is Martine van Haperen, food retail and food service expert at ProVeg Netherlands.

Martine and her team are spearheading the Protein Tracker initiative, a powerful tool designed to help retailers and foodservice providers rebalance their protein offerings and accelerate the shift toward more sustainable, plant-based options.

• The role of retailers in shaping consumer choices – and why it matters for health and sustainability
• How protein tracking works and why retailers should use it
• The biggest challenges retailers face when selling alternative proteins
• Smart merchandising and  marketing tactics to boost plant-based food sales
• What’s next for sustainable food in retail – emerging trends & opportunities

Why listen? If you’re in retail, food service, or the alternative protein industry, this episode is packed with practical and transferable insights to help you stay ahead in a rapidly evolving market. You can reach Martine through her email address and her team at ProVeg Netherlands via their website. For more insights, visit the New Food Hub and subscribe to stay updated!

Welcome to another episode of The New Food Hub Podcast! This month, host Gemma Tadman focuses on an increasingly important matter: nutrition. Along with guests, Anna-Lena Klapp, ProVeg Head of Research and Valentina Gallani, ProVeg Health and Nutrition Manager, Gemma looks at how businesses can improve the nutritional aspects of alternative proteins and why they should want to do so. Both guests have extensive backgrounds in nutrition, health, and science along with experience in the plant-based industry. They’ve also recently published an incredible study on the nutritional value of plant-based alternatives (linked here!). Tune in as Gemma and guests dive deep into the latest data and share actionable insights for your organisation.

In last month’s episode, we discussed the rise of the plant-based market, looking at how and why the industry has grown and where it currently stands. This time, we’re turning the conversation to consumers. Like any industry, the success of alternative proteins depends on consumer uptake. In particular, it’s important to reach people who are less engaged, have had a bad experience, or have not yet tried animal-free alternatives. The vegans and veggies are on board, the key demographic we need to focus on now is meat-eating consumers. So, in today’s episode, ProVeg’s Gemma Tadman will be discussing strategies and insights for engaging these consumers. And her guest is someone who spends a lot of time working on this – Vladimir Mickovik, Co-Founder and Chief Brand Officer of plant-based meat brand Juicy Marbles. Tune in for some honest industry advice, actionable insights, and laughs along the way.

Let's start this podcast series at the start, shall we? To understand how to navigate the future of alternative proteins, we first need to understand how we got here today - how and why the industry has grown and where it currently stands, starting with plant-based. To kick things off, ProVeg’s Gemma Tadman and One Planet Pizza’s Joe Hill reflect on the evolution of plant-based. They discuss the growth and impact of plant-based proteins in the industry so far, consumer trends and barriers, and look ahead to what’s next. Joe shares first-hand experiences as a challenger brand in the food and drink industry, along with actionable insights for retailers and brands looking to leverage the plant-based sector. Tune in to build your knowledge and hear some honest industry chat.