Sometimes we are asked for our opinion on trends in veganism. Journalists ask us how we came into being, wat our target audience is, and if we notice a shift in the demand and offering in vegan food in Brussels. Here’s an interview with Vegan Butcher Benoit.
How did The Vegan Butcher came into being? Was there a certain necessity?
The Vegan Butcher came into being in 2019. Since 5 years we have filled a “void” for the demand for prepared vegan dishes, marinated and special meat substitutes that you do not find in supermarkets and also some cheeses.
Moreover, for several years we have also been catering for companies and individuals, especially locally in Brussels. A lot of NGOs, companies, organizations are asking for breakfast, lunch and dinners that score low on climate impact and score high on taste and diversity. We also often include our artisanal meat and cheese substitutes in our catering offerings. In a group that includes omnivores, meat is often not missed, precisely because we incorporate different sources of protein in our meals.
The need for low-impact meals is great in Brussels, especially because for the meetings that take place in the capital many people fly in from all over the world, and organisers are looking for ways to make the footprint smaller. That’s where a 100% plant-based meal fits in perfectly.
What is your target audience?
The target audience we reach is very diverse.
For the products in our webshop: we send packages all over Belgium every Wednesday. So anyone can place an order, and by no means everyone is vegan or vegetarian. There are also people whose family eats plant-based, and the rest of the family probably still eats meat regularly. Among our customers are a lot of people who want to eat less meat, but miss it in a meal. A meat substitute or sometimes called a “meat successor” is then an easy and convenient way to skip the animal meat and choose plant-based “meat.
For our catering: we have quite a few organizations in our customer base that are active around environmental policy, at national and European level. We have a lot of clients that have active environmental policies and want to reduce their footprint. Others are active in social policy, human rights and other charities.
But sometimes we also have unexpected clients. They are curious and just want to try it out. The feedback is often very good, as the reviews on Google also prove.
Do you notice an evolution in the demand for vegan food in Brussels?
We notice a steady growth in vegan offerings. Especially a lot of catering establishments in Brussels often have some vegan options on the menu.
Entrepreneurs see the need to be inclusive and not exclude people who eat plant-based food.
The demand for quality products has always been there. Not everyone wants the industrially produced products from the supermarket. People also want variety, not always the same thing.
We also see the demand for vegan catering increasing. Our order book is often full, some days are very busy for us. However, the rush is always concentrated around certain periods. A lot of companies and organisations definitely want to try plant-based and alternate with ‘conventional’ caterers.
However, we notice a very slow or lack of interest from governments. If governments are serious about climate policy, they will have to step up their game. Innovation must also come from this corner, not just companies and organisations.
What is certain: Brussels is a fantastic city and we are proud to be a vegan caterer in the capital of Europe. In the five years of our existence, we have already met countless people who love us and are fully behind our concept. We draw our drive and energy from the feedback and enthusiasm we get from our customers.
We also recently moved to a larger atelier in Schaarbeek, from where we have more potential to expand our business.
