Green shoots for Aussie Plant Based Co.

In October 2024, Gold Coast-based food manufacturer, Smart Foods, acquired The Aussie Plant Based Co. just days after it had gone into liquidation. Food & Drink Business caught spoke the CEO, Raghu Reddy, as the company nears its first-year anniversary, about the company and alternative protein landscape.

1. What were the factors behind your decision to buy the company?

I decided to acquire Aussie Plant Based because I believed in its core.

I saw an opportunity to bring financial discipline, and a solid manufacturing backbone to unlock its potential. We’re not here to play small, we’re here to build something scalable, sustainable, and meaningful.

And on a personal level, I’ve always loved a good challenge. I don’t believe in sitting on the sidelines. If I see something with heart and potential, I back it, and I back myself to make it work.

2. What were some of the initial challenges – and wins? And what does the company look like now?

After the previous company’s collapse, retailers were left with empty shelves and a lot of uncertainty. We had to rebuild from the ground up, re-pitch to buyers, create new vendor accounts, and earn back trust. That took grit and focus.

Some supplier relationships couldn’t be salvaged, and we had to bring in new partners. But it forced us to build smarter and stronger.

In July, we launched our Love Buds brand nationally into Coles, after previously being food service only. We also re-secured key national accounts like Betty’s Burgers, which is a huge win.

Today we’re a very lean team with one clear goal: growth built on stability.

3. Tell us about the current product range, and are there new products in the pipeline?

In major retail, we offer a range of plant-based sausages, burgers, and mince under our two core brands, Veef and Love Buds. In food service, the range is much broader, with up to 20 different products including meatballs, tenders, drumsticks, schnitzels, and arancini balls, just to name a few!

We’ve also just added plant-based mozzarella and cheddar to the mix, making us a one-stop shop for restaurants and cafés across Australia that want to offer premium plant-based options.

As for what’s coming next, we’re working on a few new things behind the scenes. They’re simple, tasty, and designed to make plant-based eating at home feel easy.

4. What is your experience in terms of retail sales and consumer behaviour? Are you seeing an increase in consumer interest at all?

The momentum is real. Our retail sales are up 148 per cent compared to this time last year, and when you look at e-commerce channels specifically, that growth jumps to 246 per cent.

So yes, consumer interest is definitely on the rise, and the biggest momentum is happening online where the consumer has more control and more curiosity. They’re looking, learning, and switching. E-commerce is proving to be a powerful space for plant-based products.

5. What do you think are the major sticking points for consumers - and how can you counter them?

The meat industry has done a brilliant job framing plant-based as “unnatural” and “processed.” It’s been one of the industry’s most successful PR campaigns to undermine the rise of plant-based alternatives.

But take a closer look at conventional meat. Most of it comes from intensive systems that confine animals, feed them synthetic diets, inject vitamins and antibiotics and still add preservatives like sodium nitrate to keep the meat looking red on shelf. That’s not exactly “natural” either.

The reality is, all food is processed to some degree, but we need to reframe what people think that means.

The key is education without preaching. Humour, curiosity, and real storytelling work better than guilt. Our job is to spark questions, not just provide answers and let people choose better for themselves, their health, and the planet.

6. Thoughts on the Australian market for plant-based products and how best to grow the sector?

It comes down to convenience without compromise.

Consumers want wholefood, veggie-forward options that are quick, healthy, and air-fryer friendly. That’s where the growth is and that’s exactly what we’re delivering with our next launch. It’s designed to make healthy, plant-based eating feel effortless. And affordable.