‘Post-Covid, we all want to be healthier’: How vegan brand Meatless Farm is changing habits for good

Shoppers now know that what they buy and eat has a direct impact on the climate crisis – and Danish entrepreneur Morten Toft Bech is on a mission to feed that realisation, writes Zlata Rodionova

Since its launch in 2016, Meatless Farm has secured distribution deals in all four major UK supermarket chains (Meatless Farm)

Morten Toft Bech isn’t likely to make the jump to a vegan diet anytime soon.

The founder of plant-based food brand Meatless Farm believes in a more moderate, flexitarian approach.

He tells The Independent: “If you make a big effort, cook a leg of lamb for dinner and I am invited to your house, I’ll have a little bit of meat. I have a relaxed approach to it and my goal is not to kill the meat industry.