veganmeatUP

“I came here hungry—for food, and for a future where what we eat aligns with what we believe.”

That is the spirit that pervaded the Vegan Meat Tasting and Research Impact Event held on May 6th, 2025. It was a sunny day and blessed and energised by the good weather, we all entered the Lakeside Restaurant at the University of Surrey ready for an evening of incredible taste and inspiring discussions.

Organised by Dr Yanfei Hu (Surrey Business School), with the help of researchers Dr Lydia Certa, Dr Jonathan Chenoweth, and Prof Glenn Parry, the event wasn’t just a feast for the palate—it was a deep dive into the future of sustainable food systems. Funded by UK Research and Innovation, the event turned cutting-edge research into real-world impact, bringing together academics, entrepreneurs, NGOs, and the public in a unique evening of learning, tasting, and conversation.

🍴 Why Vegan Meat? Why Now?

Vegan meat, or plant-based alternatives, isn’t just a trend—it’s a tool for tackling some of the planet’s most urgent challenges. From high emissions to excessive land and water use, traditional meat production is becoming increasingly unsustainable. As Dr Hu explained in her opening remarks:

“This is a food revolution that hasn’t happened in decades. Vegan meat is more than a product—it’s a pathway to food system transformation.”

Her team’s research focuses on entrepreneurship in the vegan meat market—mapping the ecosystem of change-makers and understanding what it takes to shift public behaviour and policy.

🎤 A Powerhouse Line-Up of Speakers

The evening featured a series of lightning talks and panel discussions with some of the UK’s most influential voices in plant-based food innovation:

• Richard Fox, award-winning chef and Founder of Cock and Bull, shared his dramatic pivot from carnivore to vegan entrepreneur.

“I gave up meat, booze, and cigarettes in one week—it was a complete lifestyle transformation. Now, I just want to make pies that change minds.”

• Indy Kaur, CEO & Founder of Plant Futures, presented fresh behavioural research on why many consumers still resist plant-based options:

“We’ve got the innovation. Now we need a strategy that speaks to the open omnivores—because the early adopters alone won’t move the needle.”

• Alistair Currie, Policy & Public Affairs Manager at The Vegan Society, highlighted the policy vacuum around plant-based transitions:

“This market has grown bottom-up. It’s time for government support to match public enthusiasm and science-based urgency.”

• Nikita Bilousov, Co-Founder of Delishh!, spoke about launching a purpose-driven startup:

“It’s not about labels—it’s about compassion. If we can change even one heart with our sausages, that’s a win.”

• Prof Andrew Godley (University of Sussex) and Linus Pardoe from The Good Food Institute brought critical reflections on the health debates surrounding ultra-processed foods and the political challenges facing the alt-protein movement.

👏 Students Behind the Scenes

The event logistics were flawlessly executed by five postgraduate students from Surrey’s MSc in International Events Management. Over eight weeks, they managed everything from speaker coordination to vegan wine pairings—proving that the next generation of event professionals is more than ready to lead with purpose.

🥗 What’s Next?

With more research outputs, policy collaborations, and industry engagement in the pipeline, the Vegan MeatUP project at the Centre for Social Innovation Management (CSIM) is just getting started.

As Dr Hu concluded:

“This is what research should be—engaged, inclusive, and impactful. Tonight, we didn’t just talk about the future. We tasted it.”

📖 Read the official event story on the University of Surrey website: https://www.surrey.ac.uk/news/plant-based-food-thought

Lydia