Looking back over the past two years, what do you regard as the greatest success for The Vegetarian Butcher?
There have been many successes, but the most exciting one for me has been that we have succeeded in transitioning The Vegetarian Butcher from being a local brand to being a global one. I am very proud that the original ‘Butchers’ and the new Unilever team have become one unified team, and that we have been able to retain the rebellious nature of the brand, while opening up many new markets. Our products are now sold in over 20,000 retail outlets in 30 different countries.
And the greatest challenge? How have you dealt with it?
Speed. We have had to move with lightning speed to make sure we stay ahead of the troops in this food revolution. For example, when we pitched for Burger King’s Plant-based Whopper, we were given the chance to access a platform where we could reach meat-lovers in 25 markets and offer them a delicious, plant-based alternative to the meat-based original. However, we only had six months to go from idea to launch.
We made it happen through great teamwork and by being agile, entrepreneurial and decisive. When we had setbacks, we just kept our purpose in view, and focused on the long game of changing an entire industry. In the end, we launched the Plant-based Whopper, on time, simultaneously in 25 markets.
Have there been any surprises along the way?