Vegetarian Express

In 1987, long before plant-based was a buzzword, David Jonas started Vegetarian Express from a bedroom in a terraced house with just two chest freezers in the garden. Fueled by a personal passion for vegetarianism and environmental issues, the company began by supplying a small range of eight vegetarian meals to the catering industry. The initial playbook was simple: find a niche by providing specialist ingredients and advice to chefs looking to expand their vegetarian offerings. By the early 2000s, Vegetarian Express had become the go-to supplier for major contract caterers, hotels, and restaurants across the UK. The company wasn't just selling products; it was providing solutions, helping chefs develop menus and understand the growing demand for healthy eating. This focus on service built a loyal customer base and a strong reputation within the foodservice sector. A pivotal moment came in 2016 when impact investor Bridges Fund Management acquired a controlling stake for £5.6 million. This investment was designed to scale the business and capitalize on the accelerating trend of plant-based diets. Under new ownership, the company professionalized, expanded its product range to over 1,200 items, and more than doubled its revenue. In early 2024, the next chapter began when NVM Private Equity acquired the company for £15 million. This move signaled a new phase of growth, with plans to expand into Ireland and further enhance its digital and operational capabilities. From a two-freezer operation to a private equity-backed leader, Vegetarian Express proved that a mission-driven company could not only survive but thrive by staying ahead of the curve.