Favourite Positions

Episode 09: You’ve got THIS - Andy Shovel

Alex

The plant-based meat alternative market is heaving with products in 2022 – but perhaps no brand has quite captured the attention of meat eaters, flexitarians, vegetarians and vegans alike quite like THIS. With its hyper-realistic versions of common meat products, THIS has been making it easier to make plant-based like-for-like ingredient swaps since its launch in 2019.

Andy Shovel co-founded THIS alongside business partner Pete Sharman, with whom he now shares the role of Co-CEO. Prior to THIS, the pair established and ran a burger restaurant chain – yes, serving real meat. While the origins of the company seem antithetical at first, Andy says it actually makes perfect sense – both are big lovers of the taste of meat, who want to be able to replicate it in a cruelty-free, sustainable way.

It has been a whirlwind few years for Andy but his tongue-in-cheek, light-hearted approach keep him grounded through it all. Not only can THIS products be found on the menu in Café Nero, Honest Burger and Prezzo, just to name a few, but he and his team have also been winning awards, including a Food Matters Live Award for Plant-Based Product of the Year.

Hear from him about how he went from selling animal meat burgers to setting up one of the largest disrupter brands in the plant based food industry.

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Thank you for listening and for your support, always.

#FavouritePositions team x





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