How To Do The Right Thing in Business | Brad Vanstone
Mar 27, 2025
auto_awesome
Brad Vanstone, co-founder of Willicroft, is a trailblazer in plant-based cheese, renowned for prioritizing ethical business practices. He discusses the tough choice to close Willicroft rather than compromise values for profit. Brad shares how he transformed his journey into a sustainable food venture, facing industry skepticism along the way. He highlights the need for businesses to align with environmental goals, the challenges posed by animal agriculture lobbying, and the importance of community and systemic change in fostering a more sustainable future.
Brad Vanstone’s experience highlights the critical need for businesses to prioritize ethics over profit, especially when facing challenging funding scenarios.
The personal journey towards plant-based cheese production reflects a growing consumer demand for sustainability and ethical food choices in the market.
Collaborative efforts with local farmers to promote sustainable practices illustrate the interconnectedness required for positive environmental and economic outcomes.
Deep dives
Challenges in Fundraising
Fundraising for a sustainable business in the food industry presents significant challenges, especially when investors' offers threaten core values and governance. The experience of the company highlighted that while initial funding might come in steadily, securing the rest can be difficult if the terms conflict with the company's ethical stance. The dissatisfaction with the existing food system’s short-term profit focus contributed to the decision not to accept certain funding opportunities. Despite the pressure to grow or change direction for financial gain, the founder emphasized the importance of maintaining high standards and ethics, acknowledging it as a major hurdle for sustainable practices.
The Shift Towards Plant-Based Solutions
The transition from traditional dairy farming to a plant-based business was inspired by a personal awakening regarding the food industry's impacts on health and the environment. The founder’s journey began with a deep dive into documentaries and literature that opened his eyes to the issues surrounding animal agriculture. This newfound awareness led to the creation of plant-based cheeses rooted in a family legacy, representing not just a business, but a response to a systemic challenge in food production. This paradigm shift resonated with consumers who increasingly value sustainability and ethical considerations in their food choices.
Innovative Farming Collaborations
Emphasizing a systems approach, the company sought to engage local farmers in transitioning to more sustainable farming practices. By promoting the growth of beans as an alternative crop, the initiative aimed to not only benefit the environment but also provide farmers with an income stream amid changing climate conditions. Farmers were willing to engage with the company’s propositions due to their long-term vision and the collective intelligence shared during collaboration efforts. This partnership encapsulated a vital aspect of sustainable business, illustrating how interconnected solutions can create positive outcomes for both stakeholders and the earth.
Navigating Regulatory Challenges
The company faced significant legislative hurdles from agricultural lobbying groups aiming to restrict the use of plant-based terminology in marketing. This campaign sought to maintain the dominance of the dairy industry by limiting how plant-based products could be labeled or marketed within the EU. However, through organized efforts and advocacy, the company successfully resisted these regressive regulations, showcasing the power of collective action against industry giants. Continued vigilance remains essential as similar threats loom over the plant-based sector, illustrating the need for proactive engagement with lawmakers.
Conclusion of the Business Journey
The difficult decision to close the business was primarily shaped by the broader economic landscape and a lack of supportive structures for sustainable practices within the food industry. Despite having positive customer feedback and ethical intentions, the financial realities proved unsustainable in a market dominated by low-cost products. The founder emphasized the importance of an aligned business model where profit maximization does not overshadow ethical integrity. Ultimately, the story is reflective of a larger systemic issue, underscoring the need for a re-evaluation of how companies are incentivized and governed in relation to environmental and social responsibility.
Businesses could run differently — with the right leaders.
Brad Vanstone, cofounder of plant-based cheese company Willicroft, is an example. He founded the company out of a desire to protect the planet and innovate the food industry. Along the way, he pioneered campaigns, helped transition animal agriculture farms to plant-based farming, and even paid to have an activist on his payroll. Willicroft’s transparent and thoughtful values attracted solid investment, and within a few years their cheese was in major supermarkets around Europe.
But in 2024, Brad and his team decided to close the business. The finance on offer came at a price they wouldn’t pay: sacrificing some of the company’s values. Instead, they decided to liquidate. Brad joins me to walk us through that decision, beginning at the very beginning of how the company started and the amazing innovations they pioneered along the way. He also explains the strategic attacks on the plant-based industry levvied by the animal agriculture lobby which makes surviving in the food industry extremely hard, and how they tried to stay one step ahead. Brad’s analysis of our food systems is insightful, pragmatic and empathetic. This is a wonderful story of doing the right thing in a climate when people claim business has to put profit above all else — and what we can do differently, together.
Planet: Critical is 100% independent and community-powered. If you value it, and have the means, become a paid subscriber today.
