Plant-Based Made Simple: The Grubby Revolution

If you have ever considered ordering a meal kit, one name stands out for its commitment to sustainability, accessibility, and the joy of cooking with plants—Grubby. At the helm of this innovative venture is Martin Holden-White, a man on a mission to make plant-based cooking easier, tastier, and more sustainable than ever before. I sat down with the founder to explore the journey behind Grubby, the challenges of scaling a conscious business, and the future of plant-based eating.

A Humble Beginning with a Big Vision

Grubby’s story began in 2019, just before the world changed forever. What started as a smart fridge pickup point in offices quickly pivoted to direct-to-consumer meal kits when the pandemic forced a shift in strategy. “At the time, I was eating less meat myself, and I found it incredibly difficult to cook plant-based meals that were truly satisfying. Given my background as a chef, I figured I wasn’t alone in this,” Martin recalls.

With a deep understanding of the culinary world and an unwavering commitment to sustainability, he saw an opportunity. Despite a challenging start—packing boxes in an unheated, waterless unit in Islington—the company found its footing through a JustGiving campaign that provided over a thousand plant-based meals to NHS workers during the first lockdown.

Changing Habits, One Box at a Time

While the plant-based movement has gained momentum, Martin believes the biggest challenge lies in making it easy for people to cook delicious, meat-free meals at home. “Over 70% of meals in the UK are still cooked at home, despite the rise of takeaway culture. The key to real change is helping people build confidence in plant-based cooking,” he explains.

This philosophy has shaped Grubby’s approach, offering meal kits that empower consumers with high-quality, locally sourced ingredients and easy-to-follow recipes. The company’s partnerships with renowned vegan authors and brands like LEON have further solidified its place in the plant-based revolution.

The Challenge of Choice

One of the most unexpected lessons Martin learned was the sheer demand for variety. “In the early days, we assumed people would be happy to receive a set menu, but we quickly realised choice was everything,” he says.

Grubby now boasts the largest plant-based meal kit range in the UK, with up to 20 recipes available each week, resulting in an astounding 2,500 combinations of recipe bags. But with variety comes complexity. “Our operations now handle 150,000 individual ingredients a week. Managing that scale while maintaining quality and sustainability has been a learning curve,” he admits.

Delivering Sustainably: Bikes and Electric Vehicles

Sustainability is at the core of Grubby’s operations, extending beyond just the ingredients to how meals reach customers. To minimise their carbon footprint, Grubby utilises bike couriers and electric vehicles for their deliveries. By prioritising low-emission transportation, they not only reduce congestion in urban areas but also help cut down on pollution. “We wanted to ensure that every aspect of our service aligns with our mission. Delivering meals in an environmentally responsible way is just as important as what’s inside the box,” Martin explains. This commitment to greener logistics is another step in making sustainable plant-based eating accessible to more people while reducing the overall impact on the planet.

The Wellbeing of a Founder

Running a fast-growing business is no easy feat, and Martin has had to learn the hard way about maintaining balance. “The first few years were relentless—working weekends, long hours, and constantly firefighting challenges. I relied heavily on sport to keep me grounded. Whenever I let exercise slip, I felt it,” he shares.

Now, he prioritises rest and mentorship. “Having mentors outside of the business has been invaluable. Sometimes, you just need someone to talk to who isn’t directly involved.”

A Cookbook Years in the Making

Grubby’s recent foray into publishing was a natural progression, but Martin was determined to take his time. “We’ve spent nearly five years refining our recipes, getting direct feedback from thousands of customers. Most high-profile cookbooks don’t have that luxury,” he notes.

The result? A meticulously curated collection of plant-based dishes designed for real life—accessible, flavourful, and free from unnecessarily long ingredient lists. “We wanted to make sure people could cook these meals easily and without feeling overwhelmed.”

The Power of Partnerships

Grubby’s collaboration with LEON restaurants was just the beginning. “We’re keen to work with more high-street brands that align with our mission. These partnerships are mutually beneficial—they help brands get their products into people’s hands, and we introduce new flavours, ingredients and techniques to our customers.”

A Business That Gives Back

Beyond sustainability, Grubby is committed to social impact. Through its partnership with One More Child, the company has donated over 250,000 meals to children in Uganda. “We believe businesses should be forces for good. Knowing that every box we deliver supports a child’s education and nourishment adds another layer of purpose to what we do.”

Looking Ahead

Having delivered over two million meals, Grubby’s impact is undeniable. The company’s CO2 savings alone are equivalent to flying around the world 750 times. Yet, Martin remains focused on the future. “We want to keep growing in a way that stays true to our values—scaling sustainably, supporting local producers, and making plant-based eating as easy and enjoyable as possible.”

For those looking to reduce their meat intake without compromising on taste or convenience, Grubby offers a gateway into a more mindful way of eating. And with Martin at the helm, it’s clear that this is just the beginning of a much bigger journey.

DISCOVER: grubby.co.uk