24/02/2026
Wow! Thank you for the incredible response to yesterday’s post about The Guardian article. 454 reactions and 50+ thoughtful comments - this conversation clearly struck a chord. 🌱
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 - it’s the heavily processed meat alternatives that are being cut. This isn’t a rejection of plant-based eating; it’s 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. Helen’s coconut, cauliflower and chickpea curry. Jules buying loads of tofu, tempeh and pulses. This is exactly the shift I’m 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 aren’t even vegan - they’re just reducing meat. The demand is there; the ex*****on needs to improve.
4. The supermarket insider perspective
Mark’s observations from working in a supermarket were fascinating - the vegan options swelled beyond demand, now we’re seeing a sustainable correction. But bean and tofu sales? Noticeably up. That tells the real story.
5. The meat/dairy lobby’s 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 “ultra-processed” label is staggering.
The bottom line?
The market isn’t rejecting plant-based food - it’s rejecting mediocre plant-based food. And that’s 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. 💚