Brad has one of those life stories that movie makers are eager to pursue. From being the grandson of a dairy farmer to creating plant-based dairy products, from cheeses to soon even plant-based butters, Brad's journey has been remarkable. He became a very conscious consumer, but there was one thing he found hard to replace: cheese. This eventually led him to fill this gap by offering tasty plant-based dairy products and helping others make the switch from dairy. His products have even brought his dairy-loving family closer to choosing these alternatives. However, that's not the only reason why this story should be filmed. Brad's openness and his perspective on global issues, his commitment to his values, his realism, and his decisive decision-making are all worth highlighting on a stage. Driven by the motto: “Don’t tell, just show”. And that's exactly what he did; he demonstrated that you can build a successful business in a short time by providing delicious and sustainable products. Important note: in the conversation Brad says that dairy and meat are responsible for 4% of all emissions, but the actual % is 14.5%. Topics discussed: The influences of his younger years in nowadays work Growing up on a dairy farm let him see the both sides of the field The proud face of his grandfather on the company Willicroft Farmers are the ones definitely not to blame for the problems we face now and there is more common ground on personal level between them and the farmers Food innovations in the field that takes its attention Mimicking existing meat or dairy products is the way most of plant-based companies work, one of them is Willicroft, but are they also explore innovative products What gives identity to cheese? The impact of trademarks The product development process of creating their plant-based butter The strong message he would give to consumers that struggle with swapping cheeses The combination of people and government in creating a better future What lessons he learned so far along the way of creating Willicroft The advice he would give to his younger self. The role of farmers when there is an enormous growth in the plant-based category and how they will help them with the transition. His view on the processed foods out there and the consumers speculations on it Plant based options always tend to be more expensive, and definitely that is an important factor in the adoption of a more plant-based diet. Is this a problem with a solution? Advice is really well intentioned, but actual it is very personal if it will be taken up His ambitious big goal for the future Willicroft - https://willicroft.com/ 🙏 LEAVE A REVIEW If you like our podcast please leave us a review on your favourite platform – even one sentence helps! Thank you for your support; it helps the show a lot and it helps others to discover the show! 👋 GET IN TOUCH WITH US 👥 ⁠Linkedin⁠ ⁠📸 Instagram

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