The next episode of Hindsight is with Andy Shovel who is one of the co-founders of THIS. Having launched the business in 2019, Andy has grown THIS, a leading plant-based meat alternative business from the ground up, to a business generating over £20m in revenue. So how did he do it? From stints working ‘undercover’ at fast food restaurants to using humour as a clever marketing tool to win the hearts and minds of consumers helping the brand gain share amongst a tough category. The conversation spans insights such as what is the trick of getting listings in major supermarkets, to how Andy’s own personal experiences in tricky situations from blunders with meatball trays to close encounters in North Korea have helped him deal with real life business mishaps! I find the conversation candid, humorous and incredibly honest. Andy discusses with the benefit of hindsight whether he would do anything differently and what advice he would give to his younger-self. I hope you enjoy the episode.