Interview · #88
Matthew Glover: Vegan Food Group Acquisition News
Anant welcomes back Matthew Glover, chief mission officer at The Vegan Food Group, to discuss its latest acquisition.
Matthew announces the group’s latest acquisition and sets out its plans. The group brings together plant-based brands including VFC, Meatless Farm and Clive’s Purely Plants.
With plant-based food sales softening, they reflect on possible causes and on how to regain momentum, including marketing aimed at omnivores and the role of documentary films in driving demand.
Matthew, the original co-founder of Veganuary, also analyses the campaign’s 2023 results and describes the group’s ambition to lead the shift towards plant-based eating.