THIS Co-Founder shares secret to making plant-based food that doesn’t suck - Andy Shovel

THIS is currently the fastest-growing meat alternative brand in the UK. After launching in 2019, it was recently valued at £150 million. But Co-Founders Andy Shovel and Pete Sharman didn’t always want to help people eat less meat. In fact, before THIS they ran a successful beef burger company. Andy knew he wanted to be an entrepreneur from a young age and sold his first business at 21. But far from feeling proud of himself, he really struggled. He hardly left his room for three weeks. Surrounded by friends in stable jobs, he felt lonely, scared that he didn’t know what to do next. A chance visit to a new restaurant startup gave him the direction he needed, he would go into the “rock and roll” world of food. THIS definitely pushes the boundaries. Their early traction, says Andy, came from their PR stunts. In 2021, they did a takeover of the town of Quorn, rumoured to be where the meat-free brand, their main competitor, got its name from. THIS sponsored the football team, the pubs, the bingo hall…even the branded paper in the fish and chip shop. They’ve done a deep-fake of the Queen’s speech and got an Ed Sheeran look-alike to hand out chicken nuggets. But not all campaigns have gone to plan…one stunt saw Special Branch raid their offices and Andy almost taken away! Find out why and what Andy has learnt as a people leader taking a business from £0 to £17 million in revenue in three years. -- Sponsors Vorboss - get better internet: https://vorboss.com/secretleaders Vanta - get 20% off security certifications like ISO27001 and SOC2: https://vanta.com/secretleaders Vertice - save on your SaaS or cloud spend ($5k off or a free benchmark) using the code secretleaders: https://www.vertice.one/l/secretleaders -- Newsletter Sign up here: https://secretleaders.email/ You can find our historic newsletters here: https://www.secretleaders.com/episodes