CONTINUED FROM P9 The most recent sales data for this type of plant-based food has shown an amazing 128 per cent growth rate over the past year. And Seth is convinced it’s a great time for new businesses to jump in as there is still massive growth to be had. The taste and texture of meat-alternatives has much improved but in the US, they still account for only about one per cent of meat-based sales, while plant milks make up a whopping 13 per cent of the dairy market. Tofurky now have a plant-based burger to rival the Beyond Meat burger and are soon to launch a vegan cheese brand but it’s not about cut-throat competition. “We want all the plant-based products to succeed,” says Seth, “and don’t view it as competition – it’s the tide that floats all boats. We need a vegan world and it’s a bigger job than any one brand can do – we need everybody’s help. It’s an emergency!” You can’t talk to anyone at the moment without coronavirus cropping up. I asked Seth what his thoughts were: “The deeper the crisis, the deeper the opportunity for change. There are three reasons why people buy plant-based meats. Number one has always been health. Number two has been the animals and the third the environmental. Before the pandemic, more and more people were taking actions such as the climate strike. It’s going to be a slow process but I think more people will start connecting the dots which will boost plant-based eating. We have to get out of this despicable and hugely inefficient way of raising animal protein and I really think change will come.” The full story is in Seth’s book, In Search of the Wild Turkey. the Tofurky Story: How a business misfit pioneered plant based foods before they were cool. Available from Amazon £24.99 (hardcover). Hear Seth tell his story to me on the June episode of The Viva! Vegan Podcast.
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