In this episode of The Purposeful Strategist, host Belden Menkus interviews Mark Cuddigan, CEO of the UK plant-based food company THIS. They discuss the transition of leadership from founders to new CEOs, the importance of defining a company's purpose, and the role of team involvement in strategy development. Mark shares insights on empowering employees, the challenges of achieving profitability, and the significance of B Corp certification. The conversation emphasizes the need for collaboration within the industry and the impact of purpose-driven leadership on attracting talent.