In this episode, we sit down with Mike and Joe, the father-son team behind One Planet Pizza, at the veg-net 2024 event. The duo shares their journey in the competitive plant-based frozen pizza market, offering a blend of personal insights and industry expertise. Mike recounts his 40-year vegan journey, sparked by a college dissection experience, while Joe discusses their transition from homemade family pizzas to a thriving business. They reveal how they navigated challenges, including the energy crisis that forced them to outsource production to the Netherlands, ultimately leading to improved product quality and increased capacity. The conversation delves into market trends, highlighting the $5.2 billion European frozen pizza market and the growing demand for healthier, plant-based options. Mike and Joe discuss their success in UK supermarkets, particularly Asda, and their expansion plans. The episode also covers marketing strategies, including targeting "open omnivores" and flexitarians and the importance of product sampling. The founders share insights on future innovations in the plant-based pizza sector, touching on new flavours and protein-enriched options. Wrapping up, the discussion turns to the spiritual aspects of their journey, exploring connections between veganism, Buddhism, and various cultural perspectives on plant-based diets. This episode provides a comprehensive look at the challenges and opportunities in the plant-based food industry, blending business acumen with personal passion in the evolving world of vegan pizza.