Feeding demand for less meat in diet

Vegan start-up Fiid aims to make the most of a flexitarian approach to food intake amid climate concerns, writes Trish Dromey.

Concern about climate change is increasing the demand for vegetable products and leading to a rise in so-called “flexitarianism”, according to Shane Ryan, founder of vegan start-up Fiid.

He says flexitarians, or semi-vegetarians, who reduce their meat intake and eat more vegetable products, are driving much of the growth in the plant-based food product market which he says is predicted to increase by 43% by 2023.