I’m currently reading Ultra-Processed People by Dr Chris Van Tulleken. It’s such a fascinating read. He also did a podcast with his brother on ultra-processed foods (UPF). By definition, according to his book and research, Plants food is ultra-processed, because it contains at the very least plant concentrates, and dried potatoes and things.
I wonder, if the conversation around UPF, grows in momentum, if she will regret handing over her brand and business to someone who didn’t hold her values.
I also wonder if this is why it’s called “Plants” and hasn’t just been launched under Deliciously Ella. When they launched their deli with meat they called it MAE (Matt obviously had to come first in the name
), and I wonder if this is the same thing… to avoid a backlash with the DE brand about how much of a movement away from the original brand it is.
For anyone interested, this is the podcast he did with his brother: