Exclusive interview with Chef Jimmy of VegMeUp

Jimmy van der Linden, the creator of VegMeUp

Jimmy grew up in a small town in the Netherlands, where he was the oldest of three boys. There he developed a passion for food and cooking from a very young age, and often helped his mum in the kitchen.

His journey into the culinary world however started in his early teens when he began assisting at a relative’s restaurant, performing simple tasks such as washing dishes and helping with prep. There he discovered how much he enjoyed the energy in the kitchen while preparing meals for others. Accordingly, the next logical step was to enrol in a Chef’s school.

After completing Chef’s School in Amsterdam, Jimmy worked in multiple different restaurants in the Netherlands and overseas, and also earned the status of head-chef at a prestigious hotel in the Amsterdam region. All up, he has 17 years of experience as a professional chef.

In 2015, he moved to Australia with his wife and two young children. Initially, Jimmy stepped away from cooking to focus on more family-friendly jobs. After trying various roles, from renting out camper vans to working in logistics, he never really found something that really suited him. Eventually, after life threw some curveballs and upon reflecting on his true purpose, Jimmy found his way back to his main passion, food. Thus, the idea of VegMeUp, a plant-based meal-kit service was born in 2022.

In this interview with Jimmy, we explore how he was inspired to take the vegan journey and how rediscovering his love for cooking transpired into the creation of his plant-based meal kit service.

1 Please share your vegan story and whether you encountered any challenges along the way.

During my time in Australia, I tried various jobs, including renting out camper vans and driving a truck, eventually landing a role at a logistics company where I handled planning and customer service. However, none of these roles resonated with me, and I found myself deeply dissatisfied in both my professional and personal life.

In those challenging times, I began to reflect on my life and asked myself some important questions: Who did I want to become? What were my true passions and values? And where did I aspire to go in life? When I lost my job due to the Covid-19 pandemic, I took a couple of months off to delve into these questions.

During this period of self-discovery, I rediscovered my love for cooking, especially the health benefits of incorporating more plant-based foods into my diet. I immersed myself in books and studies on the subject, and my interest in a plant-based/vegan lifestyle began to grow. I started experimenting with new plant-based dishes and contemplated returning to the food industry, but I knew I didn’t want to go back to a full-time role as a head chef. It was then that the idea of launching a Vegan Meal-Kit Service took root.

My journey towards a vegan lifestyle was greatly influenced by several key figures and events. Influential people like Dr Michael Greger, Simon Hill, and Dr Will Bulsiewicz, through their insightful books and podcasts, played a significant role in my transition. I faced challenges like adjusting to new ingredients and ensuring balanced nutrition.

The step-by-step approach worked best for me. Slowly cutting back on animal products. I know there are many people that went ‘cold turkey’ but I found that my body needed time to adjust to the new lifestyle.

L-R: Coconut Rice with Spiced Chickpeas and Broccolini, Sticky Orange Tofu with Sesame, Pasta with Creamy Miso Sauce and Zesty Salsa Verde

2 What inspired you to start VegMeUp and how long have you been running this service? 

The inspiration to start VegMeUp came from a deep desire to share the benefits of a plant-based diet with as many people as possible and to show that cooking with plants can be fun! I found there is a negative image among many people when it comes to vegan food. Many don’t know how to cook with plants because they never learned or simply don’t know any better. With VegMeUp, I want to change this perception. It’s important to me that we positively encourage people to eat more plant-based food, without any judgement.

Many of my customers aren’t vegan but understand the need to cut back on their meat intake. They enjoy all that plant-based food has to offer and are making a positive impact by reducing their meat consumption for several days a week. We’re here to help people take that first step and show them that cooking with plants is easy, fun, and delicious!

Despite initial fears of entering a crowded market, my conviction in the importance of plant-based diets was stronger. I started VegMeUp in 2022, initially operating from my garage in Maribyrnong, Victoria. We’ve since expanded to a professional warehouse in Footscray and now deliver to greater Sydney, Melbourne, and the Geelong region. While there are other meal-kit services, VegMeUp focuses exclusively on sustainable plant-based meals.

3 What’s your creative process for developing new recipes for the meal kits?

Great question, developing new recipes involves a combination of creativity, research, and testing. I draw inspiration from a variety of sources, including traditional recipes, global cuisines, and seasonal ingredients and endless YouTube food videos. I experiment with different flavours, textures, and nutritional profiles to ensure each dish is not only delicious but also balanced and easy to prepare. Feedback from customers also plays a crucial role in refining and improving our offerings.

above: VegMeUp box contents example

4 What can one expect when a meal kit is ordered?

When you order a meal kit from VegMeUp, you can expect great recipes with fresh ingredients that are very easy to prepare and absolutely delicious with many exciting flavours. We will save you time and money since there is no waste and you don’t have to go out to the shops. Not only that, you are actively reducing your environmental footprint on the world. While plant-based food by itself already leaves a smaller footprint on the world, our commitment to sustainability means you can return the delivery box and ice packs for reuse in your next order.

Simply select your plan and recipes from our weekly menu, and we’ll deliver them to your doorstep. Melbourne and Geelong are delivered on Tuesday’s while Sydney is serviced on Sunday’s.

Each kit includes pre-measured ingredients and easy-to-follow recipes, ensuring minimal food waste and maximum convenience. While VegMeUp is a subscription service it doesn’t mean you are locked in. You can skip/cancel at any time.

above: Recipe instructions included in the box

5 What type of feedback have you been receiving from customers about the meal kits? 

Feedback from our customers has been overwhelmingly positive. Our meal kits are designed to be easy to prepare, with clear instructions and pre-measured ingredients that take the guesswork out of cooking. Popular dishes like the Sticky Orange Tofu with Green Beans and Rice, and the Creamy Miso Pasta with Salsa Verde, are frequently praised for their flavour and simplicity. Customers appreciate the variety and the opportunity to try new, plant-based meals without the hassle of meal planning and shopping. See some of our reviews here.

Sticky Orange & Sesame Tofu

This dish is one of VegMeUp's more popular recipes! Simple ingredients, easy to make and so tasty - it's the ideal weeknight recipe for those with busy lifestyles. Recipe by chef Jimmy.

See the Recipe

6 What sort of sustainability practices does your business follow?

Sustainability is a core value at VegMeUp. We minimize plastic usage by packaging food items in eco-friendly paper bags. Customers can return their delivery boxes and ice packs for reuse (Melbourne, Geelong only), reducing waste. Additionally, as a 100% plant-based service, we actively reduce our environmental footprint, contributing to a more sustainable world.

7 What advice would you give to someone who is interested in going vegan but doesn’t know where to start?

My advice for anyone interested in going vegan is to start gradually. Begin by replacing simple items, such as swapping cow’s milk for a plant-based alternative or incorporating 2-3 plant-based meals into your weekly routine. Educate yourself by reading books like “How Not to Die” by Dr Michael Greger or “Fiber Fueled” by Dr Will Bulsiewicz, and listen to podcasts like Simon Hill’s “The Proof.” Connect with others on a similar journey, follow vegan influencers, and experiment with new recipes. Remember, it’s about making consistent, lasting changes rather than striving for perfection right away.

Connect with VegMeUp

VegMeUp Website

Facebook

Instagram