Interviews

Martin Holden-White: Making plant-based cooking effortless and exciting with Grubby

Grubby®

Founded with a mission to make plant-based cooking simple, delicious, and accessible, Grubby has quickly become a leading name in the UK’s plant-based food scene. At its core is co-founder Martin Holden-White, whose background as a chef and passion for sustainability have shaped Grubby’s ethos. With a commitment to fresh, high-quality ingredients, partnerships with British family-run farms, and initiatives that give back to communities, Grubby is redefining how we see plant-based meals.

 

In this interview, Martin shares the inspiration behind Grubby, the importance of cooking from scratch, and how the brand is making plant-based food more appealing to everyone.

 

What inspired you to start Grubby, and how did you tackle the perception that plant-based food is a sacrifice rather than a source of satisfaction?

 

Having started to eat less meat myself, and as someone who began working as a chef at 16, I found plant-based cooking a challenge to get right in the kitchen—and I knew others must feel the same. I wanted to make plant-based cooking easy, exciting, and accessible, breaking the stereotype that plant-based food is bland or limiting. By focusing on bold flavours, creative recipes, and convenience, we’ve shown that plant-based meals can be deeply satisfying and full of variety.

 

Grubby places a strong emphasis on cooking from scratch. Why do you think this is so important for those transitioning to plant-based eating?

 

Grubby®

Cooking from scratch is about stepping away from the stresses of daily life and focusing on making something delicious for yourself or others. It allows people to connect with fresh ingredients and build confidence in a repertoire of plant-based dishes and flavour combinations they’ll want to cook time and time again.

 

With over 200 recipes inspired by global cuisines, how do you ensure they remain accessible and appealing to those new to plant-based cooking?

 

We focus on speed and simplicity, with step-by-step recipes that use everyday ingredients alongside helpful tips. Our goal is to make dishes inspired by global cuisines approachable, whether someone is a seasoned cook or just starting out—it still has the same satisfying feeling.

 

Grubby is committed to supporting British family-run farms. How does this partnership benefit both customers and farmers?

 

Partnering with British family-run farms ensures our customers receive the freshest, high-quality produce while supporting local communities and keeping our carbon footprint low. One example is Valefresco, which supplies us with all our leafy greens, herbs, and other green produce like pak choi. Because it’s grown locally, it reaches customers faster and fresher while being much more sustainable due to reduced travel distances. Valefresco also has an incredible vertical farming system using hydroponics for herbs like basil, which are grown year-round using 95% less water than traditional farming.

 

Your ‘buying = giving’ initiative has provided over 250,000 meals to children in Uganda. What motivated you to create this programme, and how do you see it evolving?

 

We partnered with 1moreChild to help those under their care in Uganda gain better access to nutritious meals. This initiative reflects our values of community and giving back, creating a tangible impact with every meal kit we deliver. We hope to continue supporting 1moreChild and the incredible work they do, ensuring children receive proper nourishment, education, and opportunities once they finish school.

 

As a certified B Corp, Grubby has implemented eco-friendly practices such as bike deliveries and recyclable packaging. What challenges have you faced in achieving these sustainability goals?

 

Grubby®

The biggest challenge has been balancing sustainability with affordability and scalability. Sourcing truly eco-friendly materials and building a nationwide bike delivery network took time, and some aspects aren’t cheap—but it’s a challenge we continue to embrace. Everything is evolving—take bike and electric deliveries as one example. We’re now delivering in six cities, whereas, at the start, it was only possible in London.

 

What do you hope to achieve with Grubby in the next five years, and how do you see the plant-based food landscape evolving during that time?

 

In five years, we aim for Grubby to become a household name, setting the standard for plant-based convenience and sustainability. Despite the challenges of today’s economic climate, the appetite for plant-based solutions remains strong and continues to grow.

 

Per capita meat consumption in the UK is at its lowest recorded level and is steadily declining year on year. Additionally, one in three people in the UK identifies as flexitarian.

 

Read more Meet animal lover Emma Garcia—world champion artistic swimmer

 

Younger generations are driving this shift, motivated by health concerns, environmental awareness, and animal welfare. Approximately 34% of Gen Z and 28% of millennials in the UK now identify as flexitarian, vegetarian, or vegan, compared to just 14-15% of Gen X and boomers, and only 5% of those older still.

 

With around 1.4 billion meals eaten each week in the UK, and 75% of those prepared at home, there is a growing demand for food solutions that are convenient, sustainable, and nutritious.

 

At Grubby, we’ve noticed increasing interest in high-protein, high-fibre meals, quick 15-minute recipes, and indulgent ‘fakeaway’ dishes alongside meat alternatives. These trends present exciting opportunities for growth across the sector, spanning everything from healthy snacks and desserts to quicker, more convenient meal options and even nutritionally complete meal drinks like Huel—an often-overlooked plant-based success story.

 

“Partnering with British family-run farms ensures our customers receive the freshest, high-quality produce while supporting local communities and keeping our carbon footprint low.” about supporting local farmers

 

Grubby has just launched a new recipe book. Could you tell us a bit more about it and what readers can expect?

 

Grubby®

Our debut cookbook, Grubby Recipes, was created to make plant-based cooking feel accessible, exciting, and easy for everyone. It’s packed with over 60 recipes inspired by our meal kits, all designed to be ready in under 30 minutes. Whether you’re new to plant-based eating or a seasoned cook, the book is full of approachable dishes that prove plant-based food can be satisfying, flavour-packed, and simple.

 

The recipes are incredibly varied, from hearty classics like Aubergine, Lentil, and Courgette Moussaka to indulgent ‘fakeaway’ options like Nduja and Tenderstem Flatbread Pizzas. We’ve also included tips on setting up your plant-based kitchen, creating versatile sauces and pastes, and mastering the ingredients that bring these meals to life.

 

For us, the book is about showing how simple and enjoyable it can be to include more plant-based meals in your routine. It’s a reflection of our mission with Grubby: to make plant-based eating easier without sacrificing taste or convenience. We hope it inspires people to cook more from scratch, explore bold flavours, and see just how much variety plant-based food has to offer.

 

A new era for plant-based eating

 

With a focus on fresh, locally sourced ingredients, sustainable practices, and flavour-packed meals, Grubby is at the forefront of a plant-based food revolution. By making plant-based cooking accessible, enjoyable, and convenient, Martin Holden-White and his team are challenging outdated perceptions and proving that plant-based meals can be just as satisfying—if not more so—than their traditional counterparts.

 

As interest in sustainable eating continues to grow, Grubby is well-positioned to lead the way, helping people make the switch with ease and confidence. Whether through their meal kits, sustainability initiatives, or their new cookbook, Grubby is making plant-based living more accessible than ever.

 

If you enjoy our articles and want to read more of our content, check out clean, green and cruelty-free: Ireland is leading the way with vegan beauty. Perhaps take a look at running on plants: Harvey Lewis on ultra endurance, veganism and inspiring change. Or explore o Gambuzino Burger Clube: Lisbon’s new vegan hotspot for burger lovers.

 

sign up

for the vegclub newsletter.

Stay updated on all things vegan in Europe. Get exclusive articles, deals and giveaways delivered straight to your inbox. VegClub Magazine is the number one outlet in Europe and you will not want to miss our unique content.

our cookies
improve your experience.

This website uses cookies and other technologies for website function, analytics, advertising, and performance. These technologies may collect and share your information when using this website. By proceeding on this website, you agree to our Terms and Conditions detailed in our Privacy Policy