While the direct consumer model is busy transforming the world, plant-based diets are changing the way people eat on a global scale. In these questions and answers, DTC Daily talks to Jonathan "JP" Petrides (pictured below), founder and CEO, allplants, a company located at the heart of these two revolutions, to talk about the business story "So far, from team building, how do you look forward to that Evolve to become the Earth's most thoughtful food company.
What was your goal when you created allplants?
He began to change our food choices as well as the realization that each of the choices we make every day, the forms and changes in the world we live in. But while humans are wonderful (mostly!), We're all incredibly making bad choices all the time, right?
Almost four years ago, Alex and I went on our personal trips in the rabbit pit to learn how much more plants could eat for our health and even more for our planet. We were enjoying the experience of eating more plants, and then all the plants – and we realized more and more that when we had time to cook from scratch or find a good vegetarian / vegetarian restaurant, eating vegetarian food is a fun adventure – but once you lack time, it may seem It's like a huge sacrifice (either not eating at all, or not eating well).
As brothers from a large Cypriot family, meals were always a fun-filled occasion, so this need for compromise was not appropriate for us. I felt ridiculous that no one was making it easy for people like us!
So we are committed to one simple goal: inspire the billion people who work with energy in the plant. With the food we make and the society we build, we want to influence the way we all eat. Food is the key to unlocking change that affects your health, happiness and your relationship with the natural world.
You now have 70 employees, but obviously you started small. How did you go about assembling your team? What are the main competencies you were looking for?
We worked very hard – we really mobilized everyone we know and our expert partners to find the best people (be they a chef, an engineer, a designer or a crook), and then we designed and run a comprehensive process to ensure that all those people – who share our values and behaviors – At the top of their game, with a long or long past of shooting stars, who will raise all our games and turn anything they touch.
We also received an important gift that we all care deeply and personally, as it turns out that more people are on their own journey of discovery – to unleash the power of plants by making them delicious, easy and fun. This creates a very authentic energy, which helps us find new teammates with real enthusiasm to join us on this exciting journey of a positive future for the planet.
Of course, we made many mistakes and were incredibly lucky to find and combine this epic collection of planted peeps.
There are many brands that classify themselves as "green" or "environmentally friendly". How do you stand out from these companies with your messages?
As B-Corp, every decision we make in allplants, no matter how small or small, is one in which we consider growth to be balanced with the planetary effect. Switching to a vegetarian diet is the most powerful way to reduce your environmental impact and that's why we focus on helping people and our planet to thrive, simultaneously manifold.
We are aware of the green washing that is happening in many companies, but for us, "being environmentally friendly" and "environmentally friendly" is not a trend, it's a style. It is also part of the reason we decided to register as B Corp – to lead a global movement of people and use business as a force for good.
Each of us can cut the carbon footprint by between 70 and 80% overnight by switching to a vegetarian diet – and that's one reason why I jump jump – so we want to make it non-mental for the rest of the world!
That's why we faced the challenge of manual cooking for each dish, to do it properly. 99% of new food brands create recipes and get existing producers to make them suitable for them, but that's not good enough. We are not allowed to produce distinctive innovative dishes, and certainly not to redesign each step to be more effective and forward-looking in our kitchen. By controlling the entire collection, we can bring our planet's first mission to the table, and produce food from the 21st century with a touch.
How have you used external financing to help develop business?
There was a lot of support and hugs all the way from family, friends and investors, and we are very grateful to everyone involved in our adventure. The family of allplants continued and continues to expand, and we have brought nearly 800,000 delicious vegetarian dishes to homes across the country. The most exciting is that we just started!
What does the future hold for all transplants? How do you plan to stay “the most thoughtful food company of the earth”?
We want to continue to change the way the world eats, exciting people across the UK, and beyond, forked out delicious vegetarian foods at once. Every day we work on projects that will change the way people think about food, whether it's by launching the latest Rainbow Falafel Mesa dish, or launching all plant facilities like our freezer self-propelled system at Amazon’s London HQ. There's so much that we're planning, and we can't wait to share it with the world, so watch this space …