24/02/2026
Wow! Thank you for the incredible response to yesterdayโs post about The Guardian article. 454 reactions and 50+ thoughtful comments - this conversation clearly struck a chord. ๐ฑ
Reading through your comments, a few themes emerged that I think are worth highlighting:
1. Ultra-processed IS the problem, not plant-based eating
So many of you pointed out that tofu, tempeh, and bean sales are thriving - itโs the heavily processed meat alternatives that are being cut. This isnโt a rejection of plant-based eating; itโs consumers becoming more discerning about what they eat.
2. Home cooking from scratch is on the rise
Multiple comments about cooking wholefood plant-based meals at home. Helenโs coconut, cauliflower and chickpea curry. Jules buying loads of tofu, tempeh and pulses. This is exactly the shift Iโm seeing - people want real food, not imitations.
3. The profit margin reality
Anna made a great point: vegan food has better margins, and most people ordering it arenโt even vegan - theyโre just reducing meat. The demand is there; the ex*****on needs to improve.
4. The supermarket insider perspective
Markโs observations from working in a supermarket were fascinating - the vegan options swelled beyond demand, now weโre seeing a sustainable correction. But bean and tofu sales? Noticeably up. That tells the real story.
5. The meat/dairy lobbyโs influence
Several of you called out the misinformation campaigns. Candido nailed it: a Beyond Burger gets scrutinised down to every ingredient, whilst conventional meat pumped with antibiotics and hormones gets a free pass. The selective application of the โultra-processedโ label is staggering.
The bottom line?
The market isnโt rejecting plant-based food - itโs rejecting mediocre plant-based food. And thatโs actually good news. It means quality will win.
This is exactly why my consultancy work focuses on helping institutions create vegan offerings that deliver on taste, nutrition, and value - not just exist as a token option.
The future is still plant-forward. We just need to do it properly.
Thank you all for such a thoughtful, engaged discussion. This is what I love about this community. ๐