Kirsten Maitland

Founder of Rebel Cheese, a pioneer in artisanal plant-based cheeses who scaled a national brand by focusing on R&D, owning the vertical, and converting skeptics with premium product quality.

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Nov 4, 2025 • 25min

From Tech to Cheese: How to Engineer a Plant-Based Business That Disrupts a Legacy Industry with Kirsten Maitland

Kirsten Maitland is the founder of Rebel Cheese, known for her innovation in plant-based cheeses. In this chat, she reveals how having a beginner's mindset can spark disruption in industries. Kirsten shares her journey from noticing a gap in vegan cheeses to making skeptics believers through irresistible taste. She emphasizes the importance of vertical ownership for fast innovation, managing demand without sacrificing quality, and using tech for efficiency. Her mantra? Move quickly, test ideas, and embrace customer feedback to fuel growth!

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