Veganism has grown by 40% in the last couple of years. In 2019, even The Economist declared it the year of the vegan.Veganism is big business.That's why we sat down with JP from all plants on my podcast to talk through his journey and why the future is vegan. JP founded allplants alongside his brother to target the flexitarian eater- a market worth £10bn in the UK alone. As veganism continues to increase, they've raised £40 million from people who've backed the likes of Cazoo, Trustpilot and Revolut.It's a fascinating conversation, looking at the way that we eat food and the way that that is changing in a convenience-driven economy.We talk about JP's family history and what led him to become an entrepreneur and he spoke about how he took a year out to find his true calling.In this episode we talk about: Jonathan’s first job at the age of 13. The impact of those first jobs on his career. Jonathan’s dream jobs when he was a child. Why looking for a job can seem like one . The family food that inspired the founding of a food company. The journey of founding a company with his brother. The cultural shift towards veganism. Convincing people with delicious food over science- and how that led to their first product. The experience of setting up the business with his brother.  Raising money when family businesses are seen as a risk - and their long-term plans with the capital. allplants' best-selling dish. The most inspiring piece of content on Jonathan’s journey. Subscribe so you don't miss any new episodes, releasing every Wednesday.You can sign up to Jimmy's Substack here for weekly content on the future of work, technology, and politicsFor more information on partnering with us please visit our partnerships page here.Also make sure you subscribe to The Shift, you can find it here on Spotify or on Apple Podcasts. Learn more about your ad choices. Visit podcastchoices.com/adchoices