Veronica Fil

© Veronica Fil


Op Ed: Veronica Fil, Founder of Grounded Foods Co, On Plant-Based Restaurant Trends

Veronica Fil is a former behavioral economist, who now specializes in marketing for the alternative protein industry. She is the co-founder of Grounded Foods Co. and author of Plant Based USA: a Guide to Eating Animal-Free in America. Reinventing the menu: more chefs embrace plant-based alternatives to meet diner demand By Veronica Fil As I patrolled the floors of the National Restaurant Association Show in Chicago last week, I was struck by a realization: ‘plant-based’ no longer appeared as a specialty category of the food service industry. Judging by the sheer amount of meat, seafood, and dairy alternatives spread throughout the Show floor–and the excitement surrounding them–I knew that plant-based food had become firmly embedded in the mainstream culinary mindset.  It hasn’t always been this …



Products & Launches

The Wait is Finally Over as Grounded’s Cheese-Free Cheese Rolls Out Into More Than 160 US Retailers

Grounded Foods, makers of the first-to-market vegan cheeses created with hemp and upcycled cauliflower, today announces its first products are now available at over 160 retail locations across the US. The innovative products with a cult following have been available through e-commerce since the end of March, and today marks the first time these long-awaited products have been available in stores, through a distribution agreement with Whole Foods.


Shaun Quade & Veronica Fil ©Grounded Foods


Grounded Foods: “Do you Realise What You’ve Done? This Could be Huge”

For most of our readers, this vegan cheese brand needs little introduction. When Grounded launched online pre-sales for products that were not even yet made, they sold out in 3 minutes. This week, they closed an oversubscribed seed round led by Stray Dog Capital. We always said that these guys were going to be big. So, with no further ado….


Grounded testing

©Grounded Foods

Food & Beverage

Grounded Foods Launches Pre-Sales of Highly Anticipated First-to-Market Cheese, Sells Out in 3 Minutes

Grounded Foods annouces that it has launched online pre-sales for its first range of first-to-market vegan cheeses, created with cauliflower by Australian chef Shaun Quade. The cheeses aren’t scheduled to ship until June; however the LA based startup tells us that its specialty cheeses sold out within 3 minutes of the shop going live.


Guest Posts

Outrage as Consumers are Misled Into Eating More Ethical and Sustainable Products?

In the U.S., vegan cheesemaker Miyoko Schinner has just taken on the California Department for Food and Agriculture (CDFA) for their over-the-top dairy labelling restrictions, after her company was ordered to remove a picture of a woman hugging a cow from its website. She’s not alone in her fight, writes our economist Veronica Fil.


Ecological disaster of fires in Australia

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Guest Posts

Could Australia’s Bushfires be a Turning Point for Plant-Based Production?

As we announced last week, vegconomist is pleased to welcome Veronica Fil – former economic advisor to the Australian government, food industry expert, and founder of vegan brand Grounded Foods along with husband, chef Shaun Quade. In this first special guest post Veronica speaks about a matter especially close to her own heart.


Guest Posts

Vegconomist Welcomes Australian Economist and Vegan Businesswoman Veronica Fil

Vegconomist is very pleased to announce that former economic advisor to the Australian government, food writer & restaurant critic, and wife of renowned vegan chef Shaun Quade, with whom she operates upcoming vegan cheese brand Grounded Foods, will be soon be joining us as a regular contributor of special guest posts.