In this episode of the Protein Production Technology International Podcast, we engage with Andy Shovel, co-founder and CEO of THIS™, an innovator in the UK plant-based food market. Andy takes us through his unique journey from running a meat-based enterprise to becoming a leader in plant-based food innovation. He discusses the challenges and successes faced by THIS™, especially in maintaining a balance between product quality and meeting consumer health and nutrition expectations. Despite a downturn in the broader plant-based sector, THIS™ has experienced remarkable growth, credited to its effective branding, strategic marketing, and commitment to high-quality products. Andy addresses key industry challenges, including the impact of meat subsidies on pricing and ethical considerations in food production. He also shares insights into THIS™'s future plans, focusing on cautious global expansion and ongoing innovation in whole food-based meat alternatives. Tune in to this insightful episode as we delve into the evolving world of plant-based foods and the pivotal role THIS™ plays in its future.